No doubt you've seen the Sam Bernstein Law Firm on your television for quite some time. You may have noticed, however, that their ads have taken a much different tone during the pandemic.
Today, we speak with the man in many of those spots - Mark Bernstein - about the discussions his family had. They needed to change the messaging and meet the moment, but do so in a way that was consistent with their brand.
First, they went against their normal slogan of "CALL SAM," and said "Don't call Sam. Call your loved ones." It was a message that really resonated with viewers, and the family heard from many of them.
Next, the Bernsteins partnered with another Michigan brand - Biggby Coffee - to provide first responders and medical workers free coffee at local drive-thrus. Mark explains how that partnership came to be, and how they've been able to put thousands of cups of coffee in the hands of some very deserving people.
Finally, Mark and his family forged a fast relationship with the American Red Cross. Without traditional blood drives, there is an urgent need for donors. This ad campaign helps explain how Red Cross donation centers can still safely accept blood.
While the TV ads are running, so is the Sam Bernstein Law Firm. Over the past several years, the company has largely invested in remote technology. They wanted to be prepared if a catastrophic event kept them out of the office. This technology helps them continue to service their clients, safely and securely.
Resources:
Bernstein Law Firm Website: https://callsam.com/
Biggby Website: https://www.biggby.com/
American Red Cross Website: https://www.redcross.org/
Michigan Motors Forward is produced by JAG in Detroit Podcasts in partnership with Tanner Friedman Strategic Communications.
https://jagindetroit.com/
https://tannerfriedman.com/
