Bay Area Podiatrists Reduce Cost-per-Lead with Vanity 800 Number in Cooperative Radio Campaign

Background: Neat Feet and Elkins Retail Advertising
have put together a unique advertising approach, bringing together
multiple podiatry practices to share advertising costs, increase
incoming leads, and reduce their cost-per-lead.

Client: 1-800-NEW-TOES Laser Centers
A collaboration of five podiatry centers, including Neat Feet, offers a
new laser treatment for nail fungus. Locations are throughout the San
Francisco Bay Area.

Elkins Retail Advertising
Elkins has 20 years of experience using vanity 800 numbers in their
clients’ advertising campaigns. The agency continually appears on the
San Jose/Silicon Valley Business Journal list of the 25 largest
agencies in Santa Clara County, CA.

Challenge: Neat
Feet was looking for a way to advertise on radio stations with the
largest reach in the Bay Area, but it was cost prohibitive.

Strategy: Join
forces with other podiatry centers in surrounding markets to form
“1-800-NEW-TOES Laser Centers”, a group initiative. Develop a radio
campaign and share advertising expenses and incoming leads among the
five locations.

Results: With Neat
Feet, Elkins pulled together four other podiatry centers in the Bay
Area to collaborate on a radio campaign aimed at generating leads for
each location. The radio spots run on the largest stations in the Bay
Area and prominently feature the group’s vanity number as the response
tool.

Hunter Elkins has 20 years of experience
recommending and using vanity 800 numbers in his clients’ advertising
campaigns.  “I’ve had success using vanity numbers in the past, and
knew that this strategy of radio ads with 1-800-NEW-TOES would be
successful for Neat Feet and the other centers,” says Elkins.

“As
a result of the radio campaign, each center now receives more incoming
calls because the 1-800-NEW-TOES vanity number and the matching co-op
company name are so easy to remember,” says Elkins. The campaign drives
listeners to call the vanity 800 number or visit the vanity URL,
800newtoes.com, which also lists the vanity number prominently on the
splash page of the site. “The average close rate of incoming calls
among the group is 55%,” says Elkins, which is higher than the average
conversion of Web visits.

“We use the tracking site to
monitor the number of incoming calls and clicks they receive each week,
and the resulting cost-per-lead. Call data is easily sorted by each
location so we can keep a tight watch on the performance of our radio
campaign, monitor the traffic to each center, and make adjustments to
the campaign if necessary,” says Elkins.

According to
Elkins, “The collaboration would not have been possible without
1-800-NEW-TOES. The vanity number allowed us to brand the group with a
unified name, share advertising costs, and generate more business for
each center.”