285. Best of PIMCON: Traditional Marketing

Personal Injury Mastermind

Alexander Shunnarah, Ed Herman, and John Berry - powerhouses of traditional marketing share their insights on combining traditional and digital marketing approaches to create memorable brands and attract ideal clients.

Dominate your market today. Grab a copy of Chris’ latest book, Personal Injury Lawyer Marketing: From Good to GOAT.

Register now for 'Thrive in 2025: Top 10 Marketing Trends,' an exclusive online masterclass on November 4th. In this exclusive event with Michael Mann and Scale Marketing, learn:

• How to adapt media strategies with shifting consumption
• How to optimize budgets amid rising costs
• How to align messaging for better client conversion

In today’s special episode of Personal Injury Mastermind — LIVE from PIMCON — we successful law firms are leveraging traditional marketing strategies in the modern age. We discuss:

• Managing attribution challenges in traditional marketing
• Building brand awareness vs. brand loyalty in legal services
• The importance of memorability and creating memorable content
• Developing clear brand messaging for billboards
• Tips for maintaining brand consistency across different practice areas
• Leveraging traditional marketing for community engagement

Guest Details

Alexander Shannara - Founder, Alexander Shannara Trial Attorneys

• LinkedIn, Instagram, Website

Mitri Shatara - Marketing Director, Alexander Shannara Trial Attorneys

• LinkedIn, Instagram

Ed Herman - Managing Partner, Brown and Crouppen

• LinkedIn, Instagram, Website

Jeremy Corray - Executive Vice President, Cool Fire Studios

• LinkedIn, Instagram, Website

John Berry - CEO, Berry Law

• LinkedIn, Instagram, Website

Chris Dreyer and Rankings Details

Chris Dreyer is the CEO and founder of Rankings.io, the elite legal digital marketing agency.

• Rankings: Website, Instagram, Twitter
• Chris Dreyer: Website, Instagram
• Newsletters: The Dreyer Sheet
• Books: Personal Injury Lawyer Marketing: From Good to GOAT; Niching Up: The Narrower the Market, the Bigger the Prize
• Work with Rankings: Connect

Time Stamps

00:00 Intro

00:40 Welcome: Future of Traditional Marketing Overview

01:14 Impressions & Impact: Mitri Shatara's Marketing Metrics

02:00 Billboard Evolution: Alexander Shannara's Journey from 2008

03:11 Traditional Marketing Challenges: Cost, Personalization & Attribution

05:28 Brand Awareness vs. Brand Loyalty: The Marketing Evolution

07:29 Modern Marketing Mix: From "Spray and Pray" to Targeted Approach

09:07 Tech Stack Integration: HubSpot & Digital Solutions

11:00 Memorable Marketing: Ed Herman & Jeremy Corray on Creating Connection

14:00 Brand Affection Strategy: Moving Beyond Awareness

15:35 Community Content: Three Lawyers Eating Sandwiches

16:39 Authenticity in Marketing: The Power of Genuine Content

18:00 Finding Your Voice: Working with Non-Natural Performers

20:22 Brand Identity: John Berry on Three-Word Brand Definition

21:00 Veterans First Strategy: Berry Law's Focused Approach

22:05 Billboard Branding: The 2-Second Rule

24:00 Community Integration: Building Brand Through Local Involvement

27:07 Outro

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