Richard E. Gagne, D. D. S., with an office in Oxnard, California, never used to be sure which of the many places he advertised his "adult and implant dentistry" ads were generating the most dollars. Then he started listing different phone numbers in different ads that were running concurrently. Now he knows which ads are drawing phone calls, compares response rates to different publications, and allocates his budget accordingly.
His business has one line for incoming calls, one for general calls, one for its old yellow page ads, and one for other ads. When people call the third line, for example, he knows that they're responding to his ad in the L. A. Times.
His tracking system has made him a savvy marketer and it saved his dental practice money. "We saw our yellow page ad response diminished four years ago, so we got out," says Gagne, "our competitors are just now realizing the same thing". He has been able to determine 4 to 1 return on his ads. He also discovered that an ad with an 800 number will pull 30% more than the same ad with a local number.
His business has one line for incoming calls, one for general calls, one for its old yellow page ads, and one for other ads. When people call the third line, for example, he knows that they're responding to his ad in the L. A. Times.
His tracking system has made him a savvy marketer and it saved his dental practice money. "We saw our yellow page ad response diminished four years ago, so we got out," says Gagne, "our competitors are just now realizing the same thing". He has been able to determine 4 to 1 return on his ads. He also discovered that an ad with an 800 number will pull 30% more than the same ad with a local number.
Making a business decision is just common-sense, when you have the facts!
Next: Do you put your customers on hold? How to turn a negative into a positive...
Next: Do you put your customers on hold? How to turn a negative into a positive...
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