Over the last several weeks we have said all there is to say about advertising in the phone books. Is it a hassle? Sometimes. Is it worth it? Always.
However, the money you save by employing our time-tested techniques is only as good as the usefulness you put it to. This is where Dan’s unique puzzle comes into play. You could pocket the money you save and it might be useful somewhere down the line. Or you could follow Kirkpatrick a step further and reinvest into a more balanced approach to advertising!
Remember, your phone book ad is typically only bringing in about 30% of your phone book call volume. With that level of return, is the ad truly worth the struggle of renegotiation? Maybe not…
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How to Manage Phone Book Advertising – for Efficiency and Productivity!
But let’s not cut it, it is finally running efficiently. Typically, well-designed telephone directories do produce prospective client leads. And at the right rate, the cost per lead is workable in an overall media plan. But you may find you can renegotiate and redeploy those advertising dollars to other productive media.
Let’s Pour Half into Traditional Media
- You create a new campaign of television and radio spots.
- Ads play more often, focusing on your brand and vision, and attracting more prospects.
- Set-up separate new phone numbers for each television & radio spot as well as the separate stations they play on.
- Monitor the success of each station and each spot. Stop running the unsuccessful ads and drop contracts with unfruitful stations.
- Reuse that budget again. Repeat this process until you are are getting a cost-per-lead that you’re happy with.
And the Other Half into Online Marketing
- Maybe you rework your website. Maybe you finally get a website. Or maybe you just buy a few new keywords and move up in the search results.
- Look into banner and social media ads through networks like Facebook or LinkedIn! (depending on the type of audience you want to attract, you’ll choose different social networks to advertise in.)
- Now you’re attracting prospects who may never see your phone phone book ad to begin with.
- Your smaller phone book budget is yielding the same amount of calls. Meanwhile you’re using the money saved to attract customers who never would have found you.
- Those are essentially free leads.
But remember, we still haven’t killed your phone book ad. We don’t do that at Kirkpatrick. We’ve spent the last several weeks making sure that ad — like any advertising — is generating the ratio of leads to dollars-invested it should. Our analysis finds, that after our negotiations are complete, your phone book ad should be generating leads at about $300 per call. That is still a good rate of conversion for your law firm!
We aren’t looking for efficiency through simplicity, we work for efficiency through balance.
In short — We’re always refining your advertising placement strategy for efficiency — to deliver more client prospects at a lower cost.
With each type of media pulling it’s weight, the unique puzzle of your firm’s advertising plan is solved. You are certainly getting the most out of your budget, so you can sleep soundly.
And you will sleep soundly. You’ll be so tired from dealing with all your new clients!