Directory Publisher Finds Knowledge is Power in Crowded Market

Metro Directories Relies on StandardCall Services to Grow its Customer Base

With 4.8 million residents spread over 28 counties, the Metro Atlanta market is home to corporate giants such as Coca Cola, CNN, Delta Airlines, Georgia Pacific, and BellSouth. There are also thousands of smaller, locally owned businesses in Metro Atlanta, which makes it a great market for directory publishers.

Metro Directories has created a competitive advantage by understanding the mindset of small business owners. "They need to see the ROI," explains Gary L. Fascilla, President of Metro Directories. "That means we need the capabilities to calculate an outcome, project results, measure usage, and prove effectiveness."

The customer must be convinced that his or her ad spend is a true investment, not simply another cost of doing business. To underscore this point, Metro Directories offers a guaranteed ad program. "It's simple: We guarantee that you'll get a certain number of calls from your ad. If you don't, you get your money back," says Fascilla.

Fascilla's level of confidence is made possible by the ultra-reliable call measurement and reporting technologies provided by StandardCall Services, a division of Who's Calling. Metro Directories relies on StandardCall to provide the proof of performance required to close deals and keep customers happy.

"We challenge BellSouth directly in its home market," says Fascilla. "Our job is convincing prospects that we offer better ROI than our competitors. StandardCall is an essential piece of our competitive strategy."

Built on a Foundation of Proven Technology

StandardCall enables Fascilla's sales reps to sit down with customers and prove to them that their ads are working. They can also show customers how they could increase response rates affordably and cost-effectively by placing ads in additional categories or in different community directories published by Metro Directories.

"We'll show you how many people called, when they called, where they called from, how many times the phone rang, and whether they got a busy signal," says Fascilla. "When you analyze that data, you get business intelligence you can use to make better decisions and to grow your business. With the help of StandardCall, my sales reps are more like business consultants. Our customers appreciate that."

Analyzing numerical data and transforming it into usable business intelligence enables Metro Directories to play an integral role in the business plans of its customers. Metro Directories uses its insight and knowledge of the market to help its customers grow their businesses more effectively.

Showing the cost per call generated by an ad in a specific period of time is absolutely critical, says Fascilla. "We can tell you precisely how many calls an ad in our directory generates compared to a more expensive ad in our competitor's directory in the same period of time. Then it's easy to determine which ad delivers more real value to your business."

Challenge: Advertisers now expect publishers to offer useful, actionable information that will help them grow their businesses.

Solution: Metro Directories relies on StandardCall Services, a division of Who's Calling, to provide the proof of performance required to close deals and offer credible advice to clients.

Result: Metro Directories competes successfully in a crowded market against several other directory publishers – including BellSouth. StandardCall enables Metro Directories to create and sustain a true competitive advantage against its rivals by understanding the mindset of small business owners.

Call 1-866-688-9300 for a free consultation with your local Who's Calling consultant and find out why it pays to know Who's Calling.

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