OTLA Trial Lawyer Winter 2021

41 Trial Lawyer • Winter 2021 experience also at 48%. Client testimoni- als and reviews came in next at 42%. A frequent misstep is to dilute a brand by surrounding it with information that matters the least to clients like awards, schools attended and firm information. Avoid them in favor of concise, valuable, brand companions. With brand as the structure, power statements can be added around it to give it greater strength and connectively. Brand building is pur- poseful and strategic requiring constant attention and support over time. Once established, every customer-facing com- munication, from commercials to on-hold messages, uses it repeatedly. Find it, own it and repeat it. Put it to work Not everything needed to design an effective marketing strategy can be con- tained here, but you’re now armed with some of the key fundamentals you’ll need to start the process. Commit yourself to executing a plan and then sticking with it. You’ll have put in too much work in fact finding, assessment and decision making to deny yourself the rewards. Among the most common mistakes in advertising is the foolish behavior of overspending then halting before any real progress has been made. Growing a business is like growing a garden. You’ll be more successful with a drip system than with a cycle of flood then drought. Consistent advertising allows for cumulative frequency. Like compound interest from a bank, you may not have achieved enough impact to motivate with your first contacts, but those connections add up over time and pay off when people find themselves in the need of your service. The future Now, let’s take a minute to look at where advertising is going. ATSC 3.0 is an exciting advancement that promises to bring about a new wave of advertising capabilities and opportunities. It’s a new standard of broadcast television based on the fundamental technology of the inter- net that delivers a vast array of new ser- vices like 4k video and premium sound to homes, wireless data to cars, personal- ized audio, interactivity that allows for personalized content, advanced emer- gency alerts providing rich media instead of simple text messages and interactive advertising. Often referred to as NextGen TV, it is also capable of full integration with 5G and other broadband-delivered internet content. Unlike the change from standard definition television to HDTV, this new technology will not disrupt cur- rent service to viewers. Twenty current television models have the decoders built in and all new television sets will have the capability to receive ATSC 3.0 signals so the host of new services will be open to viewers when they naturally replace their TVs. For consumers it promises to provide greater, better, faster, less expen- sive data and entertainment service. When combined with big data, it prom- ises advertisers a more effective, more cost-efficient method to communicate to customers. In July, seven of Portland’s television stations became among the first in the country to switch to this new technology. ATSC 3.0 isn’t coming, it’s already here. As a concluding thought, people need you but just don’t know how to find you. Now that you’re equipped with some tools and an understanding of the basics, you can make those connections helping them achieve their goal and helping your business to grow. Craig Brown is an account executive at KGW-TV specializing in helping busi- nesses of all sizes successfully navigate marketing and increase their customers. Please note the information contained in this article is his personal opinion and in no way represents the views of his employer. KGW-TV is located at 1501 SW Jefferson St., Portland, OR 97201. Brown can be reached at [email protected] or 503-807- 7954.