The Nugget
- Anh Phoong's aggressive billboard strategy has elevated her to California icon status, costing her around $3 million this year alone as she expands across major cities, reflecting the significance of visibility in the competitive legal market.
- Despite this hefty investment, most new clients come from referrals rather than direct billboard inquiries, making the connection between advertising and client acquisition complex.
Make it stick
- 📈 $3 million is Anh Phoong's billboard budget for this year alone.
- 🚦 She has hundreds of billboards across California, with major deployments in Los Angeles, San Diego, and Fresno.
- 📉 Major cities yield better advertisement success compared to smaller communities like Chico and Redding.
- 🔄 Most clients are acquired through referrals rather than direct billboard contact.
Key insights
Billboard Investment
- Anh Phoong's investment in billboard advertising has escalated from a few hundred thousand dollars per year to around $3 million this year.
- This increase is attributed to expansion into new markets, including Los Angeles, San Diego, and Fresno.
Campaign Strategy
- Her strategy involves an initial large campaign spiking with hundreds of billboards, which then taper off to a more sustainable presence.
- For example, 400 billboards were put up in Los Angeles last year, and she deployed 20-30 in San Diego, along with 15 in Fresno.
Client Acquisition
- The majority of new clients come from referrals, not direct responses to advertisements, although visibility may indirectly influence referrals.
- Phoong noted that even police officers recommend her, indicating her brand's recognition and reputation in the community.
Challenges in Smaller Markets
- Attempts to expand into smaller communities like Chico, Redding, and Bakersfield have not been as successful compared to major metropolitan areas.
- She found limited inventory for billboards in certain regions, affecting her ability to launch larger campaigns.
Key quotes
- "When we first started off, maybe a few hundred thousand dollars a year. Now we’re at a few million."
- “Right now, we’re hitting about $3 million. That’s just for billboards."
- "We actually get the majority of our clients each month from referrals.”
- “We got calls, for sure, but it wasn’t at the time worth it to continue."
- “That’s all I could buy... they wouldn’t let me buy more because they didn’t have any more inventory.”
This summary contains AI-generated information and may have important inaccuracies or omissions.