Affordable Service: The Transition to Digital
Affordable Service: The Transition to Digital
Overview
When we first talked with this company in 2015, they still had multiple full page ads in multiple phone directories, spending $20,000 per month, as well as $20,000 per month in television ads. They’d been with an Albuquerque ad agency for several years and were in the process of building a new website. The original owner was considering adding digital campaigns and wanted to know how they worked. After reviewing our proposal, he decided he didn’t want to add digital ads.
Challenge
The challenge began a few months later, once that new website launched. Their phone calls came to an abrupt stop and the owner asked us to investigate. We found that the website had so many black-hat tactics, it wasn’t worth trying to save. They’d been charged $8,000 for the site by the other agency and when they objected to the results the poor site had created, the agency owner threatened them with legal action. Affordable Service asked us to take over as the advertising agency; in our company history, we have never “switch-pitched” a business to leave another agency, but we’ve had several move to us. In those cases, we’ve found some horror stories including an agency charging a business over $10,000 for a spot she had produced free through the cable company, and another that refused to pay the TV station $18,000 for the final month of TV, pocketing the company’s payment and forcing them to pay the station directly to again run ads.
Solution
We had a lot of work to accomplish and in a short window, in order to restore Affordable Service’s lead flow and cash flow. In just the first few months, we:
1. Built a new website, adding pages over the next year for the upcoming seasonal heating period
2. Began digital campaigns to generate leads, maximizing the local market to reduce drive time
3. Created an SEO plan to gain organic traffic back and restore the internet’s trust
4. Reduced the television buys dramatically and fought to cancel many phone directory contracts
Overview
When we first talked with this company in 2015, they still had multiple full page ads in multiple phone directories, spending $20,000 per month, as well as $20,000 per month in television ads. They’d been with an Albuquerque ad agency for several years and were in the process of building a new website. The original owner was considering adding digital campaigns and wanted to know how they worked. After reviewing our proposal, he decided he didn’t want to add digital ads.
Challenge
The challenge began a few months later, once that new website launched. Their phone calls came to an abrupt stop and the owner asked us to investigate. We found that the website had so many black-hat tactics, it wasn’t worth trying to save. They’d been charged $8,000 for the site by the other agency and when they objected to the results the poor site had created, the agency owner threatened them with legal action. Affordable Service asked us to take over as the advertising agency; in our company history, we have never “switch-pitched” a business to leave another agency, but we’ve had several move to us. In those cases, we’ve found some horror stories including an agency charging a business over $10,000 for a spot she had produced free through the cable company, and another that refused to pay the TV station $18,000 for the final month of TV, pocketing the company’s payment and forcing them to pay the station directly to again run ads.
Solution
We had a lot of work to accomplish and in a short window, in order to restore Affordable Service’s lead flow and cash flow. In just the first few months, we:
1. Built a new website, adding pages over the next year for the upcoming seasonal heating period
2. Began digital campaigns to generate leads, maximizing the local market to reduce drive time
3. Created an SEO plan to gain organic traffic back and restore the internet’s trust
4. Reduced the television buys dramatically and fought to cancel many phone directory contracts
Creatives
Creatives
Results
Summary
Now in its second generation of leadership, Affordable Service continues to grow. They’ve added staff and expanded services, withstood several difficulties, yet continue to grow. Our relationship may have began under difficult circumstances, but it’s become a great partnership. We’ve created a new website, place strategic television buys, produce videos that air on TV and in online ads, and create leads through digital ads that are below the industry’s average cost per lead. We’re happy we could help this company succeed, even after a delayed and rocky beginning.
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