Congratulations!
You made it through our six week course in how to negotiate better rates for your law firm phone book advertising. You have had the chance to gain insight on:
- How the phone books operate and how to use those operations to your advantage,
- The analytics that prove phone books are still a viable advertising medium for law firms,
- Selecting which phone books are worth your advertising dollars (and which aren’t).
Ultimately this all comes down to Kirkpatrick’s philosophy on advertising:
Engineered Advertising that Works!
This is the twenty-first century. Technology has changed everything about our society — including advertising. For decades (almost a century), our industry was plagued by the ideology of, “Half of my advertising works, I just don’t know which half!” As I’ve said before — this is a dangerous mentality! In the hyper-competitive industry of private practice law (just as in advertising), you must hold every ad accountable for the money it costs and the money it brings in! The only way to do this is by data analysis. The only way to make sure you’re spending your money wisely is to do the math.
Download our new e-book
How to Manage Phone Book Advertising – for Efficiency and Productivity!
But Kirkpatrick Creative doesn’t stop there!
So what if you do collect all this data? You know exactly which ads are worth their costs and which aren’t. You know which phone book generates the most calls. You know that the TV commercial that gets the most feedback isn’t the one that lands the most clients. You know that one radio station performs better during the lunch hour rush, while another produces more promising leads from ads running during afternoon drive time. What are you supposed to do with all of the information?
Find efficiency through balance!
Not only must we ensure that every medium is working efficiently on it’s own, we have to double-back and make sure that the three-prong approach of advertising is using your budget in the most efficient manner. We have to find a balance between:
- Traditional Media like television and radio
- Phone Book Advertising and
- Online and Digital Media
This step is even harder than the first, because now we are talking about ad campaigns as a whole, we’re talking about public perception, branding and other non-quantifiable variables. It’s in this broader scope that the science of our data-analysis meets the art of advertising and finding an audience.
We didn’t write our book, How to Manage Phone Book Advertising for Efficiency & Productivity to give away our secrets — we’re glad to help you and your firm. We didn’t even write it to save you tons of money — which we hope it will.
Kirkpatrick’s true goal in sharing all this information with you is to start a conversation about a new way to look at how we advertise. How we spend our money and what we expect from it. Hopefully our engineered methods and focus on efficiency will help us begin to reconsider what advertising means and where it can takes us from here.