While it is true that advertisements don’t drive as much traffic as they once did, they are still effective!
In Consult YHN’s most recent ROI report (compiled from Associates’ marketing data), ads brought in a slightly negative ROI (-4 percent) and brought in few opportunities, BUT 72 percent of those completed appointments were converted to sales!
We also noticed that few Associates are running inserts, but those that do generate a positive ROI. In fact, of all the marketing initiatives, inserts delivered the highest conversion from appointments to sales (75 percent)!
The next time you weigh the options of advertising in your local publication, ask yourself these seven questions:
1. Is the ad at least a quarter-page?
WHY: If you want traction, your ad needs to be at least a quarter-page in size. Frequency in the newspaper is a tale of the past — if you want your ad strategy to be successful, run one larger ad once a month instead of smaller, weekly ads. In the hyper-competitive world of advertising we live in, frequency can become white noise. Allocate your budget to a larger ad or an insert that doesn’t run as often in order to make it stand out.
2. Is your logo and contact information prominent?
WHY: You would be surprised how many ads we review that neglect to list a practice’s name or their phone number! Beyond your contact information:
- Utilize your logo prominently to establish some brand recognition in your community.
- Calling out a landmark close to your office under your address can help provide easy reference.
- List your website URL under your address — it helps build your credibility as an expert in your field and your website is typically the place that individuals will go to after they see your ad and before they pick up the phone.
3. Do you have a call-to-action that encourages people to call the practice?
WHY: You need to tell people what to do with the information you give them. As simplistic as “Call today” or “Schedule an appointment” are, you would be surprised how effective these messages can be.
4. Do you highlight what makes your practice unique?
WHY: From a branding perspective, it is important to utilize your messaging to highlight what sets you apart from your competition. With the big box stores and OTC coming into play, you need to tell your audience why they should come to you instead of going to your competitors. Ask yourself if there are any services that you provide that no one else in the area offers. Have you been around longer or have more experience? Are you doing things in the community that no one else is doing? Your audience wants to know!
5. Is there an incentive that will entice them to call?
WHY: Incentives provide an added value to the services you provide. While everyone loves a deal (e.g., money or percentage off a hearing aid device or a free hearing screening), this doesn’t always have to be the offer. For instance, Consult YHN’s wellness initiative encourages practices to have “Lunch & Learn” events or educational seminars within the community, which could be your promotion. Ads receive a greater response rate when tied to an event where there is no commitment to buy vs. advertising an offer for a hearing device.
6. Is there an image that relates to the message?
WHY: It is important to feature an image in your ad that grabs your audience’s attention and visually communicates your message. We prefer imagery with multi-generational families or active seniors that the audience can relate to. If your message is focused on technology, include imagery of up-to-date hearing devices that showcase their sleek design and advanced features.
7. Are you optimizing your ad results?
WHY: Based on industry benchmarks, the average response rate for an ad is 1-2 calls per run. If you run an insert, then it is 10 calls per run (est. 30,000 distribution). The calls may convert to appointments and sales, but that is not always the outcome. While ads are typically seen as a branding awareness initiative, you can promote them through digital marketing or utilize your community network to gain more traction.
You should be allocating about 15 percent of your marketing budget towards print ads. While there has been a decline in response rates, it is still an important touch point that should be integrated into your multi-media marketing plan. If you have questions or need marketing help, the Consult YHN marketing team can review your existing ads and provide feedback, develop and release ads, and assist you with your overall marketing strategy.
About the Author
Lindsey Pierangeli joined Consult YHN in 2012 and serves as the Marketing Manager. Previously, she held marketing positions with advertising agencies and worked on accounts such as Amazon and Coca-Cola. Lindsey graduated Magna Cum Laude from Johnson and Wales University.