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.