Marketing. Uber-ads

• Author: Lyle Moran
• Pages: 10-11

MARKETING

Uber-ads

Always on the lookout for effective

ways to advertise, lawyers are

turning to ride-share vehicles

BY LYLE MORAN

Amid the cars circling around

TD Garden ahead of a Bos-

ton Bruins playoff game in

2021 were several displaying

the face of personal injury attorney

Larry Nussbaum and his rm’s contact

information. Nussbaum also planted

himself outside the arena as thousands

streamed into the game, and he says

when passersby noticed his likeness on

the ride-share vehicles, they treated him

as a mini-celebrity.

The promotional initiative is one

example of how his rm has partnered

with Carvertise, a national ride-share-

based transit advertising company, to

boost its visibility among potential new

clients and prior clients in a competitive

marketplace.

Boston-based Nussbaum Shunnarah

Trial Attorneys also has had ride-share

vehicles wrapped with its marketing

messages sent to concerts and New

England Patriots games.

“People are seeing me all over, it

brings me to the top of their mind, and

it reintroduces myself to some of my

past and current clients,” says Nuss-

baum, managing partner of Nussbaum

Shunnarah Trial Attorneys.

Nussbaum’s rm is among a grow-

ing number of law rms that are using

Carvertise’s eet of ride-share vehicles

for advertising rather than relying solely

on more traditional marketing meth-

ods such as billboards, buses or taxis.

Carvertise now has at least 45 law rm

clients, up from ve at the start of 2020,

according to company ofcials. Most of

the rms are focused on personal injury

law, they say.

Mac Macleod, the company’s CEO

and co-founder, says he thinks his com-

pany is gaining traction in legal because

it’s providing a new and more effective

way of advertising. For example, rms

can have Carvertise send Uber, Lyft,

DoorDash or Grubhub vehicles with

their marketing messages on them to

specic locations such as hospitals or

construction sites. Carvertise is able to

do this by coordinating directly with

drivers who sign up on its website to

take part in the company’s campaigns

for clients.

So-called swarms are when the com-

pany has multiple cars bearing a rm’s

marketing message sent to gatherings

of large crowds, such as concerts or

sporting events. Furthermore, Carvertise

uses technology to send digital ads to

consumers who its cars drive past, and

drivers can hand out marketing materi-

al to riders who ask about the law rm

Business of Law edited by

VICTOR LI

victor.li@americanbar.org

Photo by Vicky Marcano Avendano

ABA JOURNAL | APRIL–MAY 2022

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