May 2005 Gary Hohenshelt, Consultant, and Impact Directories, helped us get a measurable return on investment of 765% – $765 for every dollar we spent on advertising in their 2004-2005 directory came back to us in new client revenue! How? - He analyzed our category placement, our competition size and placement, and our past ad efficacy.
- He researched successful ads in our category nationwide and guided us in our design process.
- Because we were reluctant to increase our telephone book advertising costs, but were willing to consider the investment based on his expertise and our need to increase our presence, he set us up with a blind phone number so we could literally track calls.
- We were able to extract new client calls from that list, determine if they became appointments, and how much gross income those folks brought. From that amount, we factored out hard costs, including the advertising dollars.
The other big phone book charges up to 50% more for the same size ad, and as for the other odd book on the block, we just don't advertise there at all. We feel like Gary and Impact Directory care about our advertising success. Kath'ren Bay, Administrator and Co-Owner |
