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

From an agency perspective, this is an interesting strategy taken to get clients on top radio stations in a major metro market, with limited budgets:

1-800-NEW-TOES

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.”