I’d like to introduce you to Leigh McMillan, VP of marketing here at Avvo. Leigh asked us if she could share some breaking news on a new ad campaign, so we’re happy to give her the floor.
combating lawyer stereotypes
Our mission at Avvo is to reduce the fear, uncertainty, and anxiety that consumers have when facing a legal issue and to connect them, with as little friction as possible, with the right attorney to help them.
People have trepidation when it comes to finding and hiring an attorney, and like it or not, stereotypes about attorneys feed this fear. Ambulance chasers, vultures, nickel and dimers are labels we’ve all heard that often manifest themselves in the form of the rarely funny, but often repeated lawyer joke. Every year, Gallup conducts a nationwide poll to assess how consumers rate the honesty and ethical standards of professionals in different fields. Lawyers routinely rank in the bottom quartile—most recently just below state governors and just above insurance agents.
Avvo wants to help change negative perceptions about lawyers. We know and love the attorneys that participate on Avvo. Every day we see attorneys sharing their expertise and compassion in our Q&A forum. We want consumers to see more of what we see, so we’ve launched an initiative to highlight great attorneys in our community in multiple ways. The Avvo.com homepage now features, in a big way, a handful of awesome attorneys that contribute to Avvo. We also work to place articles on legal trends or practical tips from our attorneys in the consumer media.
And now, we’ve launched a new online video campaign called I Am an Avvo Attorney. The campaign tackles the stereotypes about attorneys head-on by contrasting a silly lawyer joke with an engaging attorney to challenge the stereotypes and show that attorneys are members of our community and are dedicated, trustworthy advocates. The first 2 videos in the campaign feature Seattle business attorney Joleen Hughes, leader of her own firm, the Hughes Media Law Group.
Joleen is an awesome example of the passionate, compassionate and totally unique individuals that serve in the legal profession and participate on Avvo. Online video is both massively popular and crowded, but underutilized in the legal sector, which gives us an opportunity to reach consumers with a message that surprises and resonates. Consumers gave the spots big thumbs up in focus groups we held to determine if the ads hit the mark. If these initial episodes continue to resonate with viewers as we roll them out over the next few weeks, we plan to shoot additional videos featuring other amazing attorneys.
If you are interested in participating, let me know. In the meantime, please check out the episodes featuring Joleen and let us know what you think—you can email me at leigh(at)avvo.com—and if you like the spots, we hope you’ll share them with your social media networks.
Avvo: Watch the 1:30 video (Lawyers, you will need to sign out to view the homepage.)
Youtube: Watch the :30 video
Posted on the behalf of Leigh McMillan.