Enlisting Directory Assistants, Inc. to manage its phone directory advertising helped Mid Penn reduce Yellow Pages costs. The bank had formed a new marketing department, and the small staff had many new projects to tackle and oversee. The eager yet slightly overwhelmed marketing professionals had a conference call with Directory Assistants.
The bank’s newly-formed marketing staff thought what Directory Assistants was offering was too good to be true. Our phone directory consultants told the bank staff that they would not only relieve the burden of having to negotiate and maintain the Yellow Pages advertisements, but they would also reduce costs while doing so. The bank’s marketing team signed a three-year contract and could hardly believe when the term was complete. They started to recommend Directory Assistants, Inc. to other businesses, happy to tell everyone we did in fact reduce costs.
One area Directory Assistants evaluated to help the Pennsylvania bank reduce costs was the listing categories. Because of our insider’s knowledge, Directory Assistants knew which categories performed best for the banking industry. Instead of advertising in each and every category related to the business, the bank was able to target their audience with the most productive categories.
The Directory Assistants suggested that the bank’s marketing team look at the listing’s character details such a bold-face type and italics. An easy cost reduction for the bank was to run regular type for the business name and phone number.
Another way the specialized consultants helped their clients like the Pennsylvania bank save money is by evaluating past success of each phone directory where the bank had been advertising. They used real customer data to determine if the calls and leads from each book justified continuing to advertise. Our specialized phone directory consultants recommended that the bank tally how many calls had turned into sales from each individual book. If the revenue generated from one book was less than the cost to advertise in that book, we suggested dropping ads in that book. A significant amount of saving was generated by this simple evaluation of sales conversions.
Taking the whole task of negotiating with the Yellow Pages off the hands of the new marketing department was another way the consultants were able to help the bank. The phone directory ads were one less thing for newly-formed department to worry about with the assistance of the directory consultants. The Pennsylvania bank trusted that Directory Assistants' recommendations were in line with their marketing plan and budget each year.
Monday, September 26, 2011
Monday, September 19, 2011
How Directory Assistants, Inc helped Micapony Animal Hospital save on Yellow Pages Advertising
Directory Assistants, Inc. was able to help Florida-based Micapony Animal Hospital reduce their phone directory advertising costs recently, and save them a lot of heartache at the same time.
The animal hospital was at a point of absolute frustration with the risings costs of its Yellow Pages advertising despite every effort to reduce and eliminate listings. Our specialized Yellow Pages consultants brought extensive experience with phonebook advertising to help Micapony implement informed changes to its advertising campaign.
Prompted by a recommendation from one of our happy clients, the hospital contacted Directory Assistants, Inc. Our directory assistants urged Micapony Animal Hospital to evaluate past data and call traffic from each of the phone directory listings. Our consultants listened to our 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, we made recommendations for significant savings.
We made recommendations for the animal hospital that made solid business sense. We shared Yellow Pages information and insight with the Florida animal practice that phone directories are often remiss to share with clients. We even found new ways to save that hadn’t been considered previously.
Our suggestions involved looking at conversion ratios of each of the phone directories where the animal hospital advertised. Directory Assistants looked at how many calls came from each book and at how many of those calls converted to actual sales or new patients for the animal hospital. When the revenue generated from a book fell below the cost to advertise in the book, our directory assistants suggested eliminating advertising in that particular book. In turn, we may have recommended a larger ad in books that proved to perform well for the animal hospital’s business goals.
Ad size and category selection are other areas that Directory Assistants consider when helping our clients look for savings in Yellow Pages adverting. Removing bold faced type and italics from listings can add up to a significant reduction in costs. The animal hospital could list the business name and phone number in regular text and reach the same audience for a lot less money.
When the prices continued to go up for the animal hospital’s phone directory listing even after attempting to reduce costs and eliminate listings, the practice took a chance on a referral. With the expertise of Directory Assistants, the Micapony animal hospital maximized what the Yellow Pages could do for its business while finding substantial savings. Now, Micapony is spreading the word about Directory Assistants to other businesses at a point of frustration with Yellow Pages advertising.
The animal hospital was at a point of absolute frustration with the risings costs of its Yellow Pages advertising despite every effort to reduce and eliminate listings. Our specialized Yellow Pages consultants brought extensive experience with phonebook advertising to help Micapony implement informed changes to its advertising campaign.
Prompted by a recommendation from one of our happy clients, the hospital contacted Directory Assistants, Inc. Our directory assistants urged Micapony Animal Hospital to evaluate past data and call traffic from each of the phone directory listings. Our consultants listened to our 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, we made recommendations for significant savings.
We made recommendations for the animal hospital that made solid business sense. We shared Yellow Pages information and insight with the Florida animal practice that phone directories are often remiss to share with clients. We even found new ways to save that hadn’t been considered previously.
Our suggestions involved looking at conversion ratios of each of the phone directories where the animal hospital advertised. Directory Assistants looked at how many calls came from each book and at how many of those calls converted to actual sales or new patients for the animal hospital. When the revenue generated from a book fell below the cost to advertise in the book, our directory assistants suggested eliminating advertising in that particular book. In turn, we may have recommended a larger ad in books that proved to perform well for the animal hospital’s business goals.
Ad size and category selection are other areas that Directory Assistants consider when helping our clients look for savings in Yellow Pages adverting. Removing bold faced type and italics from listings can add up to a significant reduction in costs. The animal hospital could list the business name and phone number in regular text and reach the same audience for a lot less money.
When the prices continued to go up for the animal hospital’s phone directory listing even after attempting to reduce costs and eliminate listings, the practice took a chance on a referral. With the expertise of Directory Assistants, the Micapony animal hospital maximized what the Yellow Pages could do for its business while finding substantial savings. Now, Micapony is spreading the word about Directory Assistants to other businesses at a point of frustration with Yellow Pages advertising.
Thursday, September 15, 2011
Three Ways to Save on Yellow Pages Advertising
Yellow Pages advertising costs business owners thousands of dollars each year, or even per month. Many small business just pay the costs suggested by the sales representatives year after year, trusting that they are getting the best possible listing at the best possible price.
The good news is that it's possible to reduce annual spending on Yellow Pages advertising. The better news is that these tips are very simple for any business to implement. Taking a little time to evaluate a current Yellow Pages advertising program prior to renewing can save thousands of dollars.
The first tip to saving is tracking, measuring, and evaluating phone book call traffic. As with any form of advertising, measuring is crucial to determining its effectiveness. On every call that you receive, whoever answers the call should always ask, “How did you find us?”
When the answer is “The phone book,” the next question should be, “Which one?” Use a spreadsheet to track these calls. Next, evaluate whether any of these leads turned into actual sales. Calculate the total sales dollars brought in by each phone book. If the sales from any particular phone directory is less than the cost of the advertising, you lost money on the ad. Stop advertising in that book, or at least purchase a much smaller ad. If you received no sales, then cancel it completely. This simple system could save you thousands of dollars each year on Yellow Pages advertising.
Another simple way to save on Yellow Pages advertising spend is by looking at the type of listing you typically purchase. Upgrades that are meant to be eye catchers can be costly and do not impact effectiveness as much as the phone book rep tells you. Adding italics and/or bold faced type to your business name or phone number can add hundreds of dollars to Yellow Pages advertising, but no difference to your bottom line.
Finally, working with Directory Assistants, Inc. advertising consultants is a great way to save on your advertising spend. We guide businesses through the entire phone directory listing process. We share our extensive experience with the Yellow Pages and knowledge of the many hidden tricks the phone directories use. Our consultants work as a liaison for your business to the sales representatives and take the tricky contract negotiations off of their clients’ hands. Our insider knowledge can find countless ways for you to save on your Yellow Pages advertising.
You can make a big dent in your annual Yellow Pages advertising spend by taking a look at these three simple tips. Businesses looking to find every possible way to save on Yellow Pages advertising might do best by making their next call to Directory Assistants, Inc.
The good news is that it's possible to reduce annual spending on Yellow Pages advertising. The better news is that these tips are very simple for any business to implement. Taking a little time to evaluate a current Yellow Pages advertising program prior to renewing can save thousands of dollars.
The first tip to saving is tracking, measuring, and evaluating phone book call traffic. As with any form of advertising, measuring is crucial to determining its effectiveness. On every call that you receive, whoever answers the call should always ask, “How did you find us?”
When the answer is “The phone book,” the next question should be, “Which one?” Use a spreadsheet to track these calls. Next, evaluate whether any of these leads turned into actual sales. Calculate the total sales dollars brought in by each phone book. If the sales from any particular phone directory is less than the cost of the advertising, you lost money on the ad. Stop advertising in that book, or at least purchase a much smaller ad. If you received no sales, then cancel it completely. This simple system could save you thousands of dollars each year on Yellow Pages advertising.
Another simple way to save on Yellow Pages advertising spend is by looking at the type of listing you typically purchase. Upgrades that are meant to be eye catchers can be costly and do not impact effectiveness as much as the phone book rep tells you. Adding italics and/or bold faced type to your business name or phone number can add hundreds of dollars to Yellow Pages advertising, but no difference to your bottom line.
Finally, working with Directory Assistants, Inc. advertising consultants is a great way to save on your advertising spend. We guide businesses through the entire phone directory listing process. We share our extensive experience with the Yellow Pages and knowledge of the many hidden tricks the phone directories use. Our consultants work as a liaison for your business to the sales representatives and take the tricky contract negotiations off of their clients’ hands. Our insider knowledge can find countless ways for you to save on your Yellow Pages advertising.
You can make a big dent in your annual Yellow Pages advertising spend by taking a look at these three simple tips. Businesses looking to find every possible way to save on Yellow Pages advertising might do best by making their next call to Directory Assistants, Inc.
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