$12,000 Saved In Advertising
An Overview
Cabrillo Pet Hospital is located in Point Loma, California, and has been in business for over thirty years, It is an established and successful veterinary hospital, pet store and boarding facility. Cabrillo called on our expertise to generate more new clients, convert more calls into sales and increase business to the boarding facility and pet store.
The Challenges
The first challenge was the fact that there were five other Pet Hospitals in the immediate area. The second challenge was that there were also six other pet stores in the area, some of which were large corporations that Cabrillo couldn’t compete against with price, product or service. The third challenge was the recession itself that influenced most pet owners to search for the best prices amongst all nearby competitors.
Our Recommendations
After a few hours of consultation at Cabrillo, we recommended that Cabrillo establish thier unique selling position in the communities of Point Loma and the neighboring Ocean Beach area. Once we established this, we could promote Cabrillo as a different kind of Pet Hospital than the others.
In addition, Cabrillo’s pet store and boarding facility had no signs or visual reference on the building that showed they offered pet boarding or pet supplies. It was not apparent from the exterior that there was a pet store or kennel inside. We recommended placing proper signs that enabled passersby to take note of these services.
Cabrillo’s website was also not a good representation of the high level of service they offered, so we recommended building a website that was user-friendly, with coupons for clients, and most importantly was easily editable by the staff themselves.
$12,000 Saved In Advertising Costs
We started by creating Cabrillo’s unique selling position, to separate them from their competitors. Through questionaires and research we found that Cabrillo Pet Hospital was the only pet hospital in their market that was certified by the prestigious American Animal Hospital Association. Less than 14% of pet hospitals in the country were certified, which now enabled Cabrillo to market itself as the most qualified Pet Hospital amongst its competitors.
In addition, by creating highly visibility window displays and banners for the boarding facility and pet store, we so dramatically changed the look and visibility to the point that Cabrillo could now pull their advertising from the yellow pages. We tracked the amount of dollars that were generated from their advertising and found that they had generated a -88% return on their adverising—which they didn’t know.
Finally we recreated their website, www.cabrillopethospital.com, to attract more new clients, and be a resource for current clients. Through coupon tracking we found that this new website had attracted mutiple new clients each month and had actually paid for the development of the site within the first the first three months.
These are just a few of the services we provided for Cabrillo. They continue to thrive and seek our consultation.
Now learn about our 90-Day Revenue-Building Package, or our 2-Hour Business-Boosting Package
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