SOUTHFIELD, Mich. – Weary travelers headed between Detroit and the city`s airport have something new to see from their car windows, courtesy of an innovative billboard ad campaign from the Southfield intellectual property law firm, Brooks Kushman, P.C. Erected to coincide with the recent Detroit Auto Show, the billboards, located on I-94, represent a further step in the firm`s efforts to market itself in ways that are focused, strategic, and creative.
The ads (photos available)feature a large side-view vehicle mirror that extends above the main frame of the billboard, reflecting blurred images of passing traffic. Inside the mirror appears Brooks Kushman`s new firm logo along with the tagline “Object in Mirror Protects Today`s Ideas for the Future”. The firm used the same ad for other advertising connected with the Detroit Auto Show.
“We wanted to build on the marketing campaign we developed for the auto show in a way that would stand out and get noticed,” said John M. Halan, the Brooks Kushman shareholder responsible for the firm`s marketing strategies. “What started out as an adjunct to our existing plans, however, turned into something far more exciting. The billboard has really received a lot of attention.”
The firm arrived at the idea of using a billboard after looking into more traditional options for advertising within the airport itself. “The options presented by the airport were not a good fit for what we wanted to accomplish,” said Suzette M. Bradbury, Brooks Kushman`s Client Manager with Jaffe Associates, which designed the ad and implemented the campaign. “Though a number of law firms are using airport advertising, we felt billboards would reach our target audience of corporate decision-makers more effectively, and at a lower cost.
The billboards will remain up through the end of January and will be taken down in February. Airport travelers need not worry, however. They will be put back up in time for the Society of Automotive Engineers conference in March. And, the firm is considering the possibility of future campaigns.
“From the reactions we`ve received, we are definitely going to add this dimension to our advertising plans in the future,” said Halan.
About Brooks Kushman PC
Founded in 1983 by five intellectual property attorneys, Brooks Kushman has grown significantly, gaining a global reputation as a leader in cutting-edge, timely, and cost-effective IP counsel. Their growth and continued success emanates from their commitment to excellence and superior client service. For more information, please visit brookslaw.wpengine.com.
About Jaffe Associates
Established in 1979 in Washington, D.C., Jaffe Associates (www.jaffeassociates.com) provides a wide range of business development services and products to professional services firms based in North America and Europe.