Hearing Assist, the first in the market of direct-to-consumer hearing aid company, has been in business since 2008. In that time their market has grown and changed considerably, with the biggest changes yet to come as they get ready to expand into retail sales across the country. With a combination of sales on their own website, retailer websites, and some brick-and-mortar stores, Hearing Assist relies heavily on call tracking data to attribute sales to specific TV ads and measure ROI.
Using bulk tracking phone numbers and the built-in call tracking and analytics that comes with each phone number, Hearing Assist can quickly adjust and refocus their media campaigns in response to consumer purchasing patterns.
The Need for Better Tracking Technology
“Our old service was just antiquated technology. We needed better tracking technology,” explained Nick Naylor, co-owner of Hearing Assist. Then a call center they worked with to route calls suggested they switch.
Hearing Assist mainly focuses on direct TV campaigns and media spots, but also uses a mix of digital ads, paid search and social, content marketing, print and mailer campaigns, and some streaming media as well.
With so many channels to track and campaigns to measure, easily manipulating call and sales data was a top priority when searching for a new call tracking partner. Hearing Assist is also working against a long lead time between when consumers start to realize their hearing is declining and when they finally get hearing aids – on average seven years. During that time the goal is to build brand awareness, so consumers know come to them with such an important quality of life purchase.
The Keys to Measuring ROI & Ad Performance.
Now with RingSquared, Hearing Assist can easily track and measure each call and sale driven by their advertising campaigns.
Daily reports on the calls and sales their tracking numbers generate in their call centers help Hearing Assist compare the SKU of items sold, cross referenced by the TV spot times, so their analyst can determine which ads are working best and creating more sales revenue.
Using RoundTrip integration to attribute sales to each TV spot, Naylor and his team look at the data and spot patterns. Those patterns help determine which ads to run more, which ads need to be updated, and which products to promote more as the consumer demand grows.
“Recently we saw that a 2-minute TV spot for rechargeable style, was performing better than the 30-second spot for smaller, non-rechargeable option” Naylor continues. “We can see what’s selling more, what offer is working, and it shows what customers really care about. We need to look into that, get to the bottom of it so that we’re maximizing the return on our investment.”
Looking Toward Future Growth
Currently, Hearing Assist is limited to direct-to-consumer sales by laws in most states and only sells at retail stores in five states. Several years ago those laws changed to allow Hearing Assist and others in their market to move into retail stores across the country.
Unfortunately, the COVID-19 pandemic delayed the implementation of the new laws and plans to roll out retail sales nationwide have been temporarily delayed. Once the delays are over, Hearing Assist will begin that retail rollout and shift marketing focus to direct more customers to their website and their partner stores. In the interim, Hearing Assist is still introducing new products and rolling out new TV spots that drive calls and sales.
It’s not just the call data that has Hearing Assist so excited – RingSquared’s expert team and account managers have been there every step of the way to support them as well. “Eden is our rep, she’s just wonderful. She knows the technology, she knows the interface, she knows how to get things done.”
In the near future, Hearing Assist’s digital analytics team plans to implement DNI (Dynamic Number Insertion) for even better call tracking and marketing campaign attribution as they move into new markets and advertising channels.
“The ability to manipulate everything is just so easy, we can see the data faster” says Naylor. “The interface, the intuitiveness, the easiness. It’s all about the greater data, the greater interface, the better support.”