When we see advertising budget bloat, one of our very first moves is to cut it out. But what happens with the rest of those dollars?
Edwards & Kautz is a small law firm located in Paducah, Kentucky that focuses on criminal defense and personal injury cases. When their advertising budget wasn’t working its hardest for them, Kirkpatrick Creative engineered a smarter, more productive solution.
The law firm’s television ads were producing leads, but underperforming overall—especially when compared to the cost of the media buy. Our analysis of Edwards & Kautz’s television advertising data indicated that 20% of the budget was underperforming.
The challenge was to cut budget for television in the times and programs that weren’t generating the most leads for the least dollars. The law firm needed a more balanced, multi-media approach of television plus digital advertising.
Close scrutiny of the television productivity data showed no bad buys—only programs and times that were better buys. Here at Kirkpatrick Creative, we demand that every media buy be optimized against the data for maximum lead production from every advertising dollar invested.
Data tracking made it clear: there needed to be cuts to the television media buy. Underperforming stations and programs that were producing marginal prospect leads had to go. Higher-performing programming—those producing high-volume prospect leads—were purchased with even greater frequency.
We cut the television media spend by that unhelpful 20%. Then, we re-deployed those saved dollars into digital advertising.
- 1100+ new prospect leads
- 41% annual decrease in average cost per lead
- 39% more television leads
- 30% average cost per lead compared to television lead response
Data tracking works. We cut the television media spend by 20% and increased client response by 39%. We redeployed dollars from non-productive television time slots into digital advertising, resulting in over 1100 new prospect leads—and the average cost per lead generated was only about 30% of the cost of a television lead.
Combined, the new multimedia approach resulted in a 204% increase in prospect leads for the law firm. Their total cost per prospect lead decreased by over 43%—all with just a digital advertising budget increase of only 20%.
Start Making the Most of Your Advertising Budget
Want results like these? Put our team to work for you. We’ll analyze your budget, the results it’s getting (or not getting), and help you come up with a customized advertising plan that’s engineered to reach your goals. Contact Kirkpatrick Creative today.