While watching a Mad Men rerun yesterday, the show struck a nerve. The episode featured an intense client meeting set sometime in the ‘60s with a key client who had just given the agency a first shot across the bow; “Ogilvy has a computer.” “They plan their media schedules with it.” The scene was supposed to nostalgically take the viewer back to an era of advertising from the last millennium when everything, including media buys were all painstakingly done by hand.
Funny how even today—in this Millennium—advertisers think it’s acceptable “that only half their advertising campaigns are working…” We know this is true because they don’t demand data based accountability for their advertising expenditure.
Advertising is too expensive to run and hope that part of it reaches the buyers and decision makers. Kirkpatrick Creative knows what is working because we stringently, doggedly measure everything we buy. Every spot version run, every media time purchased, every response we get…every one.
It’s called data collection, and if you commit to living by it, wonderful things happen. You start to know — unequivocally what’s working, what’s not, when it worked, and how much it cost. You start to make every decision from data — which spot, which spot length, running when — all with unemotional thinking. You start to deepen your understanding of your marketplace, and the audience response to your advertising. You gain a deep awareness for the acceptance and positioning of your own brand in the marketplace. You get more response because you refuse to waste your budget on something that “may” work.
Information is power. You get power when you start asking the right questions. Kirkpatrick Creative demands that we be more aggressive in building lead generating data for law firms… because we demand to live by data. Always knowing.
We ask the right questions. We track data on law firm advertising that generates cases. We think the onus is on us to know what’s happening and how folks feel about it. And it’s making a lot of law firms we work with dangerously competitive in an ever tightening client prospect arena.
If your law firm wants to compete with the lead generating capability of data, call us. We’ll show you how.