It’s amazing how powerful old-school techniques can be.

law billboard

In previous posts I’ve opined about using video to reach some potential clients and  various  social media to reach other clients – and even twitterviews to reach an often younger demographic in creative industries.

The other day while driving my son to a birthday party in Wooloongabba, Brisbane – I saw what I thought was an excellent example of old-school marketing – a billboard for a law firm.

Being such a legal marketing nerd, after dropping my son off,  I walked back to take some photos and “study” the billboard!

law billboard1

I mainly help law firms use video and social media to connect with clients – but I found a great US legal marketing site that can give you more tips on the power of old-school billboards. (Link at the end of this post).

What impressed me about this sign was:

1. the logic of getting the message to a working audience – COMMUTING TO WORK

2. how THE SIGN conveyed so much in a glance to a driver or a passer-by.

At first glance, I thought the sign showed a  hard-working high-vis worker on the right side of the sign and a  hard-working lawyer on the left.

Later, when I walked  closer, I saw how the office worker on the left – could be not the lawyer – but any hard-working office worker and potential client.

Drivers would be attracted to the image that looked more like “their hard-working environment”

The slogan is very simple and clever. Most people think they are hard-working and so the simple logic is that if you are hard working – you want hard-working lawyers.

The sign was on Ipswich road and so would be seen by  lots of people going to work – AND going to the Gabba for sports events.

You can see the Gabba lights in the background!

Clever selection of sign site! Multiple audiences!


One of the keys with billboard “advertising” is to help people remember your name so they can contact you LATER.

Sure people might take note of the name  and write it down when they drive past the sign again.

Chances are that they won’t!

It’s better to make your name memorable  – in case your potential client need to select a lawyer before a chance to see the sign again.

You have to remember that your potential clients are driving by.

Sometimes they will be in peak-hour traffic and moving slowly. Other times they will pass by at normal driving speed.

A good memory technique  and a modern help a  potential client find you technique is as well as having the full name and contact details on the sign – you have a “remember line” so a client can later find you in an internet search.

Just have one thing for them to remember.

For example:

Just Search: Freeman +  lawyers


Search: Turner + lawyers


Just Remember: TF + lawyers

The secret is to give people ONE thing to remember rather than a whole name.

Just imagine you are driving by and trying to hold the name in your brain.

It’s easier to remember one name or two initials rather than the whole law firm name.

I tried searching all 3  examples and all  searches took me to the firm.

It’s interesting: the name that first stood out for me and was more memorable was Freeman yet the correct name of the firm is Turner Freeman.

TB training group

As I mentioned I don’t usually deal with billboards or OOH advertising.

My “specialty” is writing.

I’m just using copywriting and marketing materials  techniques.

Another effective copywriting technique is to have a memorable line such as Turn to Turner. 

I know that line may sound “cheesey” and too simple – but in marketing, these simple memory devices work.


I am not connected with Turner Freeman in any way.

I had never heard of them until I saw that billboard!

If I had just been driving by – I probably would have forgotten the name.

Luckily, I’m such a legal marketing nerd who went back to take photos of good examples of marketing.

I also walked back to take photos of this!


Here’s the link to the US Legal Marketing site I mentioned above  – with further tips on billboards and outdoor marketing.

I totally agree that billboards should only be part of the marketing mix – and used if you think your desired “target market” is likely to be passing by and noticing billboards.

In a previous post I wrote about a US firm that targeted “house-bound clients”

Logically, with those  house-bound clients you have to take your messages to them (radio, social media etc)  rather than relying on them to pass by your billboard.



Tony Biancotti helps lawyers communicate more effectively with everyday people. Tony is a former lawyer turned journalist, communication consultant, and legal marketing maverick.

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