Lawyer Marketing: TV Ads v. Online Video- Part 3

This is not your kid's FLIP video camera

The battle rages on.

In today’s article we explore PRODUCTION

When shooting a TV commercial, an attorney typically has two choices:

(1) Go to a TV studio or

(2) Have a video production crew come to their office

A TV studio is a controlled environment where the team can control all aspects of audio, lighting and video quality. A green screen is often used. The attorney’s office is different and the first thing that needs to be evaluated is where the commercial will be shot within the office. Audio concerns arise; heating, ventilation and air conditioning are an audio perfectionist’s nightmare.

Lighting is limited by the space available. Most TV production gear is big, heavy and expensive. Video quality is an important point and guided by production-quality gear. The equipment the TV production team uses is not your FLIP camera.

The online video lawyer also has options. Go to a studio or shoot video in your office. Things to think about when deciding upon a video studio:

  • Location of the studio,
  • Length of time you’ll be ‘renting’ the studio,
  • Whether to use green screen and if so, what image(s) you will use in your background
  • Cost to travel to and from studio

Things to consider when shooting video in your office:

  • Size of your office
  • Whether you’ll be shooting during the day, on the weekend or at night
  • Whether your office is clean enough for viewers to see
  • Learning why your online viewers want to see where you work
  • Video equipment is typically smaller and lighter than TV production equipment
  • Lights are usually fluorescent soft boxes
  • Camera can be a dSLR or a high-definition camcorder

The TV ad lawyer CANNOT create a TV commercial on his own. He needs a producer and a crew to operate the equipment and create the broadcast quality commercial. He also needs a team to buy airtime and placement of the commercial. You must have an experienced team to get the best bang for your buck, like Network Affiliates and the grand-master of TV marketing for lawyers, Harlan Schilinger. I’ve gotten to know Harlan really well, and I can tell you that he is one of the smartest guys in the TV ad lawyer business.

The online video lawyer can do it all himself. All he has to do is learn how to be a great videographer, an excellent video editor and a knowledgeable video publisher; all while practicing law at the same time. Having said that, it’s possible to do become an online video lawyer on your own. You just need a lot of time, patience and a great desire to do it all yourself.

The more important question you ned to ask is “Whether you SHOULD do it all yourself,” or “Whether it’s more cost and time-effective to hire an experienced video production company to do it all for you.”

Join me in this continuing series that explore the two sluggers of lawyer marketing: TV commercial versus Online video. Have a prediction on the winner? Tell me below and importantly, tell me why.

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Well, we recently got two really good cases. We tracked where they came from, the client said they had watched our YouTube videos and they were calling us because of it. The crazy thing is I’m a non-believer. I’m always trying to break out of the box I’ve put myself in and it is amazing. People will call you because of the videos you post.

Greg Stokes
Stokes & Kopitsky, P.A.