Kelsey-video-cases

Using simply produced local cable advertising -- two cases

On Tuesday afternoon at Kelsey, two users of local cable advertising discussed their use:

• Greg Bauer, CEo/Founder, Rack'n Road, Truck and Vehicle Outfitters, Sacramento CA greg@racknroad.com, http://www.racknroad.com. 916-648-9200 ext. 107. Baur contracted with http://www.turnhere.com to produce ads for them. "Five years ago, if I wanted to break into a new category -- no way," he said. "Now you can buy the keyword and we can regulate the amount of traffic we can send to a given store by the keyword."

• Cristina Benitez, office administrator, John Ashton Vellequette, DDS, Sunnyvale CA, cristina@drjohn.net, http://www.drjohn.net. 408-245-7500. She says fewer than 2% of their patient base has not shared their email address. In 2004 for, Dr. Vellequette switched all of his print advertising to broadcast and cable and they also have an extensive website. This year from last year, service revenue for the practice was $1.4 million, this year on target for $2.4 million, total revenue for the practice. "Starting in April 2005, as they walked into the office we explained that we had a new software that was going to confirm their appointment by email and did we have their permission to use it for that purpose," she said. The number of missed appointments have gone down dramatically.