How Directory Assistants Helped A Florida Animal Hospital Save On Yellow Pages Advertising

Hiring directory assistants specialized Yellow Pages advertising consultants saved

a Florida animal hospital from its annual stab in the dark at reducing advertising costs, and showed them how they could save money while still reaching their target audience. The animal hospital was at a point of absolute frustration trying to keep up with the risings costs of its phone directory advertising despite every effort to reduce and eliminate listings. The consulting directory assistants brought years of extensive experience to help the animal hospital implement informed changes to its advertising campaign.

Prompted by a recommendation from the animal practice's accountant, the hospital contacted these directory assistants for, well, assistance. The directory assistants urged the Florida animal hospital to evaluate past data and call traffic from each of the phone directory listings. The directory assistants listened to their client's objectives for Yellow Pages advertising and evaluated the animal hospital's current program. Armed with real consumer usage data and clearly defined objectives and not the phone directory's projections and estimates the specialized consultants made recommendations for significant savings.

The company made recommendations for the animal hospital that made solid business sense. They shared Yellow Pages information and insight that phone directories are often remiss, or reluctant, to share with their clients. The directory assistants' insights showed several new ways to save that the animal hospital had not considered previously, and the phone directory sales reps had never suggested. The recommendation to contact the directory assistants by the hospital's account had proved to be valuable right off the bat, and saved a significant amount of their advertising budget.

The directory assistants examined the number of calls that came from each book and calculated how many of those calls converted to actual sales or new patients. If the sales were bigger than the costs, the advertisement was generating a positive ROI (return on investment). But when the sales revenue for a particular book fell below the advertising cost, the directory assistants suggested eliminating advertising. When sales fall below costs, there is no reason to keep the book in circulation. This saved hundreds of dollars per month in some cases.

In turn, they also recommended increasing ad sizes in phone books that were shown to perform well for the hospital's business goals. (Note: this is also why it is a good idea to set business and sales goals before any new marketing venture.)

Ad size and category selection are other areas directory assistants consider when helping clients locate savings in Yellow Pages adverting. Removing bold faced type and italics from listings can add up to a significant cost reduction. The animal hospital could list their name and phone number in regular text and reach the same audience for a lot less money.

Yellow Pages sales representatives often employ tricky sales tactics to get business to spend more money than is necessary for a listing. They try to sell the biggest ads as the best ads, but these directory assistants have shown businesses like the Florida animal hospital that bigger does not always produce a better ad campaign. The phone book consultants shared the kinds of information with the animal hospital when the Yellow Pages sales representative would not, and the hospital was able to make a better informed decision.

When the prices continued to go up for the hospital's directory advertising even after attempting to reduce costs and eliminate listings, the practice took a chance on a referral. If the directory assistants had helped one business find new ways to save on Yellow Pages advertising, they were willing to try it.

With the expertise of these specialized consultants, the Florida animal hospital maximized what the Yellow Pages could do for its business while finding substantial savings. Now, they are spreading the word about these hired consultants to other businesses who are having their own troubles.

by: Michael Cody

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