Ep 55 – Marketing In and Out of the Courtroom

Ep 55 – Marketing In and Out of the Courtroom

Today we talk about the power of visual in marketing with an article from Hubspot, and then we sit down with Aaron Birk and Irma Hawkins from DK Global to discuss the impact illustration and visual marketing have in trial law, and how lawyers can use social media more authentically.

law firm marketing in court








Visual Marketing for Law Firms – Some Statistics

Today’s Hot Take is an article from HubSpot called “45 Visual Content Marketing Statistics You Should Know in 2018,”  by Jesse Mawhinney. It is an enumerated list – Paul’s favorite! – that is broken out in to different categories, such as social media and video. While all 45 points are not exclusively directed towards law firm marketing, many translate well, and we have a few favorites we highlighted:

“When people hear information, they’re likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later.

People following directions with text and illustrations do 323% better than people following directions without illustrations.

Gaming, education, and healthcare are the top three industries expected to invest the most in VR technology for business growth.”

It’s a great article and we recommend checking it out – and it really delivers on what may or may not be an obvious point – people relate to and understand things better if there is a visual attached.  Read all 45 points for yourself here  https://blog.hubspot.com/marketing/visual-content-marketing-strategy

A One-Two Legal Marketing Punch

DK Global is a full-service interactive media provider that helps legal teams express themselves in a clear, compelling, and accurate way. Since 1998, DK Global has provided animations, illustrations and other compelling marketing solutions to civil, criminal, plaintiff, and defense attorneys, along with several governmental entities, in thousands of trials.

With us today is DK Global’s Aaron Birk, Social Media Strategist and Irma Hawkins Marketing Coordinator – Aaron has worked as a digital content provider for private corporate agencies and as an investigative travel journalist and columnist for print and web publications.

Irma Hawkins has an extensive history in the anime and video game industry – and together they are bringing their marketing acumen to the lawsome podcast.


“Bringing a visual either induces a quick settlement or impacts the verdict at the end of a trial.”

In this excerpt from the podcast Jake and Paul talk with Aaron and Irma about how much of a difference visual in the courtroom can make, why it’s important to do them properly and what’s involved  in “courtroom marketing”:

Irma: So, I don’t know if you know, but I get to interview a lot of attorneys as part of my job responsibilities. It’s an awesome one. I get to go and meet a lot of the attorneys whenever they settle a case or they get a verdict, favorably. A lot of the things that I hear is that it is one of the most stressful situations for them is when they’re in trial, and the last thing they need to worry about is issues with one of their contractors. So, what our aim is, is to make this process as easy as possible for the attorneys in such difficult moments…and to make it easier for them to help their client, as opposed to wasting time with [contractors]. And so, when we work with the attorneys, we work close with their experts. We request operative reports from the beginning, the police reports, and any other materials that they may have in order for us to create custom content.

Aaron: I think a big one here, guys, is that, you know, you have to be dedicated to the accuracy of bringing a visual that you’re going to bring into court [because of]…court admissibility reasons. But the big thing is that the reason that you want to do that form of…you’d call it trial marketing, I suppose, is that living in a more visual world and understanding the spatial reality of something that occurred, an accident or a collision, you know, something like that, is an important thing to show people, rather than just talking about an event. And so, showing someone an accurate representation of what happened can vastly impact the outcome of a trial, and I think that more and more attorneys are learning that bringing a visual either induces a quick settlement or impacts the verdict at the end of a trial. We’re seeing that all the time.

Jacob: That’s amazing to hear you say and looking through at some of the work that you had posted as samples on your site, it’s incredibly thorough. And it strikes me that…we’ve had lawyers on the show and people who are really into self-promotion and stuff like that, and one thing they’ve told us is that everything when you walk into a courtroom is marketing: your suit, how you present yourself, all that stuff. And so… I mean, this is a real difference maker. This isn’t just, like, “Hey, we slapped some stuff up on some slides.” You’re talking about a professional presentation that’s going to win or lose a case, in some cases.

Aaron: Well, we’ll pull in certified experts that work on this stuff. If you’re going to bring a visual into a courtroom, it has to be as accurate as possible. Obviously,  opposing counsel is going to say,”That’s not how it happened,” so it needs to be as perfect as possible. One of the interesting things about that is that, if it is admitted, that alone is its own sort of marketing, that this has been admitted into court as a demonstrative exhibit. Right? And people have faith in that, and so what you’re showing them a surgical animation or a medical illustration or, you know, labeled slides and things like that, it becomes all that much more powerful for conveying your argument.

Jacob: And it’s one of those things, too. Like we tell a lot of our clients, when it comes to video, that … when it’s done right, it’s seamless. When it’s done wrong, it’s terrible, and everybody notices.

Get More Information About Marketing In and Out of the Courtroom

Be sure to listen to the entire podcast episode for more insights and thoughts about visual strategies for the courtroom and how to take advantage of marketing  opportunities that may present themselves in places you don’t expect. If you want more LAWsome subscribe to the show on your favorite podcast platform, and for the latest in legal marketing insights and information be sure to subscribe to the Consultwebs Newsletter here –>SUBSCRIBE<—