Yellow pages have been the subject of debate here from time to time and I thought this article may be interesting and useful to some of you.
quote:Source: MarketingSherpa.com Is Your Yellow Pages Ad Working? Top 4 Most Common Advertiser Mistakes
Did you know 57% of Americans don't use online search engines on a regular basis? Turns out 15 billion searches per year are still conducted via the printed Yellow Pages.
Yes, that's 15 billion searches.
Unfortunately, most Yellow Pages ads are...lousy. Your ad probably could be getting a much better response rate. Discover the typical mistakes and how to fix them:
INTERVIEW: "15 billion look-ups are conducted using print yellow pages in the US annually," says Christopher Bacey, Director Business Communications at the Yellow Pages Integrated Media Association.
Search may be the hot marketing flavor du jour, but bear in mind, according to Nielsen/NetRatings only 43% of the US population use online search engines regularly. Not everyone has a computer, and even those who do often prefer finding local businesses via the printed Yellow Pages.
How can you make sure your ad stands out when these active searchers are looking for it?
We asked Dick Larkin, publisher of the Yellow Pages Commando News, for...
[ October 15, 2004, 02:41 PM: Message edited by: Jon Aston ]
Posted by Doug Allan (Member # 2247) on :
did you buy the book Jon?
Posted by Jon Aston (Member # 1725) on :
You know me too well, Doug.
I just finished scanning through all 29 chapters, actually.
First impression: Great buy!
Posted by Doug Allan (Member # 2247) on :
..so what are the Top 4 Most Common Advertiser Mistakes?
...did I miss them, or are they reall not available from your link except to buy the book
... wait, I get it, you should run a YP ad saying:
Why are WE the best choice for your signage & graphics budget??? Please call with your credit card & then we will show you!
Posted by Jon Aston (Member # 1725) on :
Doug:
Here's a direct link to the article. Sorry - I thought you would pick up on that by clicking on the link above.
Jon
Posted by Doug Allan (Member # 2247) on :
oops, don't know how I missed that other link, guess I was surfing too fast this morning.
I'm guilty of #4 - not tracking my YP ad response. I think I will make a note to do a better job of that, maybe even going as far as having the tracking number offered (& also mentioned in the book excerpt)
Posted by Curtis hammond (Member # 2170) on :
The tracking distinctive number ain't worth it. Had that guaranteed call deal. What a rip off. Very few new customers actually called it. Lots of present customers called even though i gave them a note not too. If it was so effective. Why don't lots of people use it?
Already did it and found that over half the spam calls came thru the YP sustem.
Posted by Doug Allan (Member # 2247) on :
sounds to me like it was worth it if it showed you that you don't benefit from YP advertising, it probably saved you from wasting a lot of money with continued advertising.
I'm not sure how many people do use it, maybe you know, but I would say if it's only effect has been to show people they should drop out of the book... do you really think all the books would offer that of their own accord?
Posted by old paint (Member # 549) on :
1st problem with yellow pages are...THEY NEED TO MAKE YOU MONEY....NOT COST YOU AN ARM AND A LEG!!! that being said, i just ordered a 1" add for the next phone book from them!!!! BUT..theres more....i was gona do 2 additional listings which cost $10 each. one was gona be under truck lettering other under boat lettering. the YP person tells me for $22.80 i can get 1" add 3 lines of copy AND.... a FREE ADDTIONAL LISTING!!! the 1" add is normally $40 a month, but they are giving a 45% discount for the 1st yr.!!!! and since the name of my business is A SIGN MINT "we do SIGNS HERE & NOW." it puts me right in the 1st 5 under SIGNS. and i have asked strangers when they call 1st time how the found me and they say YP!!!! so we shall see...
Posted by Bob Stephens (Member # 858) on :
My problem isn't with advertising or marketing. Mine is working all too good. I'm turning down a lot of jobs and even raising my prices I'm still getting the orders. I can easily sell more work than I can produce. Finding competent employees that aren't just looking to collect a paycheck is the real problem. If it weren't for machines I'd be in serious trouble.
Posted by Curtis hammond (Member # 2170) on :
i'll be right over bob... I love florida
Posted by Robb Lowe (Member # 2121) on :
yellow pages users = price shoppers. Unless you can get them in the door or see them in person, it's a waste of your time and money. Of all the mistakes I've made in this business, investing in yellow page advertising ranks number one.
As for who uses what, I can honestly say I havent cracked open the Yellow Pages in at least 5-8 years. I cant be alone in this. Google isnt the fastest growing enterprise in the world for nothin'.
The phone book, like the pay phone or personal check, is becoming a thing of the past.
Posted by Doug Allan (Member # 2247) on :
It always surprises me how different my experience is from so many others... & I just figured out one reason that may have something to do with that.
The entire island is in one book... no one is gonna drive over to another phone books coverage area, so shopping by google does not reach any larger market then the one phone book does, unless you want to conduct business via phone or email & pay freight to bring products in fron afar, which does happen... but mostly not for signs.
Posted by Curtis hammond (Member # 2170) on :
Actually.
Relying on any one method of marketing to get work does not work. Some place a YP ad and spend hundreds a month hoping to get calls. Others merely place two lines in the YP and turn away work. How does it all happen? Marketing!!. Each bizz must have a complete comprehensive marketing system in place to get calls. That includes several methods of getting the bizz name into the consumers mind.
Those who have a great system can afford to experiment with gimmicks such as distinctive rings. Those who do not have a power system may rely on one method (YP) and cry foul when it fails to bring them a return.
My personal experience is.. The YP ad size does not make much difference. However,, The HEADLINE makes a major difference. And the YP must never be the sole source of calls.
Posted by Brad Farha (Member # 931) on :
We now have three YP companies in this area, all in which I feel I need to advertise to make sure new business can find me. My advertising budget nearly doubled from last year.
Posted by old paint (Member # 549) on :
DANG!!! 3 yeller page books....now they dont give away them there SEARS CAT-E-LOGS....we can use them yeller page books in the outhouse....just jokein brad....i grew up between chester and wheeling W.VA.
Posted by Kissymatina (Member # 2028) on :
I've heard of people using a different phone number to "track" yellow page calls. That isn't accurate. How many people go to the phone book to find a number but already know WHO they want to call?
I'm from a small town. I can honestly say I have NEVER gone to the phone book to find someone that does whatever. I go to the phone book KNOWING who I want to call, but just needing their number. I think you'll find this is the case in most small towns.
Posted by Todd Gill (Member # 2569) on :
I thought Sears quit making catalogues several years ago?!
I think Rob hit the nail on the head....when I had a yellow pages ad I got little response, and the calls I did get were, "How much for a XXX?"
Then I would spend 5 minutes asking, "Well, it depends on the size, how many colors, how long it will take to apply....blah, blah, blah..."
I'd invite them to call back or stop by with more information...and you'd rarely hear back from them....they wanted a price NOW, with no information to offer. I'm sure they hung up and dialed around till they got someone to give them a ballpark price that wasn't in the ballpark.
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