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Yellow Pages Ads - Buying Secrets


Yellow Pages Ads - Buying Secrets

OK- let's agree that many businesses can benefit greatly from Yellow Pages advertising. Let's also agree that few businesses enjoy paying for this "necessary evil". So how do you decide if it is right for you, what books to use, how much to spend and how to build a successful program? It's really easy if you understand some basic concepts.

Do you need yellow pages ads?

How important is the telephone as a "door to your business"? Does a large percentage of your customer base call you before they buy? Is your business one that gets customers that are area newcomers (I don't know anyone), emergency buyers (I need someone now!), dissatisfied customers (I want a new supplier), infrequent buyers (I don't know now who can do this) or comparison shoppers (I want to check with everyone)? If so, then yellow pages are probably a good idea for your business. Do not ignore Internet yellow pages that may serve you better than, or support, a print ad. Both reach customers when they are ready to buy.

White Pages Listings

White Pages Listings are valuable for companies due to their convenience for people that know your company name and have decided to call only you. Finding you by name keeps your customers out of the yellow pages where they may be tempted by the ads of your competitors. Most directories offer white pages bold listings and sometimes even small in-column ads. If you're in business then you need white page listings - period.

Which book is best?

Determine the key criteria Possession, Preference and Usage. Every rep will have great statistics to show. However the local phone company is usually regulated by a State agency and is held to strict accuracy on claims. Additionally the YPA (Yellow Pages Association) is the industry association that provides validation on much of the industry facts and figures. Local market facts ad relevance so be certain to consider this over "industry figures". The local phone company book is almost always the best Value Purchase. Secondary books can be of benefit but your cost per customer may be much higher than the primary book. Consider the following: Book "A" ad costs $100 and Book "B" ad costs $50. Book "A" has 80% Possession, Preference and Usage AND Book "B" has 20% Possession, Preference and Usage. Book "A" could deliver 8 of 10 shoppers and Book "B" could deliver 2 of 10. So Book "A" customers cost you $12.50 each while Book "B" customers cost you $25.00 each. Thus the value is in the "more expensive" ad space. It's really about return on investment. Buy smart. And again, the Internet yellow pages are a distinct advantage that the phone companies have to offer.

How much do I spend?

In short, no more than you have to. Don't get caught up in being under every heading or buying a bigger ad every year. Look at your chosen directory, your headings and decide what it takes to be competitive enough to generate the amount of business that you need. If everyone has an in-column space listing then a small display ad is quite dominant. If you are a small business and a full page delivers more than you can handle then it is a waste of money. Inversely, if you buy an ad size that is too small then your call counts could be horrible. I refer to people with these ads as making a donation to the publisher. In every heading the people with the most prominent ads "love yellow pages" and those with tiny ads or only listings always complain, "I don't get any calls from the yellow pages". Have your rep explain in detail how their company prices ads. The large publishers typically have a set rate for each item and a formal marketing plan with discounts. Many of the independent books place you in the position of needing to be a master negotiator in order to get the same deal as the customer on their last sales call. If a rep can't clearly explain their pricing plan then be very cautious - they are probably misleading you and undoubtedly you will catch them bobbing and weaving as they try to explain how they arrived at their numbers. Hopefully you will have the same rep in subsequent years and trust will be established. Annual increases to your ad program may happen - publishing and distribution costs do increase. Although increases may be valid you may be able to minimize cost increases by understanding the pricing plan. Don't be afraid to ask questions and make absolutely positive that you understand what ad items that you are buying. Review your program items before you sign.

How do I build a successful program?

First, know that your rep is in front of you to sell advertising and may not be the best person at ad design. Reps receive minimal training on professional advertising design and they usually make a sales call shorter by quickly steering you into an ad designed as a box with your "name, rank and serial number". An ad should be eye catching and provide a compelling reason to call - offering a solution to the buyer. Yellow page users are ready to buy and are deciding on whom to call. Have an ad that presents you as The Credible Solution. Yellow page advertising is expensive only if you have an under performing ad design. When you consider the impact on your bottom line (the revenue and the expense) it may be worth it to get an outside service to design a high impact ad that you can use year after year. Always check with your ad agency to verify that you own the ad and will not have to pay annual royalty or licensing fees to use the ad in subsequent years or in multiple books. Agency costs for ad design vary greatly so shop around. Expensive ad designs may not reflect a higher quality nearly as much as they reflect higher profits for the egocentric design firms. A good ad of most any size can be done for $300-$500. In any event, remember that companies would not advertise in yellow pages if it did not work - try it out!

Get Real Services of Marietta, Georgia, specializes in small business consulting, marketing services, advertising, logo and website design. The Company provides products and services for small to mid-sized businesses in the United States. For more information on working with yellow pages or yellow pages ad design please contact the company at 770.654.3223, send an e-mail to GetRealServices@bellsouth.net or visit http://www.GetRealServices.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Sun. January / 19 / 2020

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Female-targeted advertising, UW-Madison drinking culture factors in high female alcohol death rates  WAOW

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Susan Estrich: Microtargeting affects not only advertising but politics tpp  Omaha World-Herald

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[Trends 2020] Here's What Will Redefine Outdoor Advertising  Entrepreneur

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Former Tribune advertising director Smith dies | Local News  Citizentribune

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U.S. Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020  Adweek

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How Doubling Down on Addressable Technology Can Transform An Advertising Buy  Broadcasting & Cable

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Programmatic Advertising Is Driving Rapid Growth in Mobile Video  eMarketer

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4 Best Practices To Keep In Mind For Your AR Advertising Campaign  Grit Daily

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Thomas E. Lister: Don't allow false political advertising  La Crosse Tomah Journal

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Why Advertising Icon PJ Pereira Wrote a Novel About Kung Fu and AI  Adweek

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Some Super Bowl advertisers concerned Trump, Bloomberg ads could steal their thunder  NBC News

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Comscore Television Viewing Data Helps Predict Advertising Audience Decline  Yahoo Finance

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Lazy Advertising Thinking Is A Deadly Sin  Forbes

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Spotify's New Podcast Advertising Tool Had 'Major' Results for One Early Advertiser  The Motley Fool

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Exhibit features historic Venice advertising from the 1920s  Sarasota Herald-Tribune

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Tenn. lawmaker files bill allowing college athletes to be compensated for advertising  WMC

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Is the Viral Non-Ad Ad the Future of Advertising?  The New York Times

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11 key Walmart executives who are leading its advertising business  Business Insider Nordic

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AdTech Roundup: Top Coolest Things in Advertising Technology  MarTech Series

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Amazon's Expanding Its Video-Advertising Business  The Motley Fool

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Advertisers beg Google not to kill Chrome cookies without a plan B, warning it could hurt start-ups  CNBC

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Advertising As We Know It Is Dead  Forbes

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Should Massachusetts ban billboards advertising marijuana products?  The Boston Globe

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Your Digital Detox May Be Toxic for Advertising  The New York Times

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Hypocrisy is at the heart of Facebook’s refusal to ban false political advertising  The Guardian

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Winterberry Group Research Finds US Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020, up More Than Seven Percent Over 2019  MarTech Series

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As Store Footprint Grows, Five Below Will Likely Launch National Advertising in 2021  Adweek

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Hulu gets creative in effort to reinvent TV for streaming  AdAge.com

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Study: Tinder, Grindr And Other Apps Share Sensitive Personal Data With Advertisers  NPR

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YouTube overhauls advertising, data collection on kids content  The Washington Post

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Chipotle Won the Advertising Battle Last Quarter  QSR magazine

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36 of Madison Avenue's rising advertising stars under 36  Business Insider Nordic

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NBC’s Peacock Enlists Advertisers and Cable Companies in Marketing Push  Wall Street Journal

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Majority of Advertisers Used Advanced TV Solutions in 2019, New Survey Finds  MarTech Series

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ADVERTISING: Advertorial — JONATHON M. SASSER: Health Detectives: Allies through your wellness adventure  Coeur d'Alene Press

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Trump knocks 'mini Mike Bloomberg' over health care, 'false advertising' | TheHill  The Hill

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Verizon’s Super Bowl advertising will focus on, what else, 5G  Fortune

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What Amazon Advertising Will Look Like in 2020  Adweek

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Facebook Revises Rules On Political Advertising  NPR

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Inside the Biggest 2020 Advertising War Against Trump  The New York Times

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Facebook’s revised political advertising policy doubles down on division  The Verge

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Facebook Advertising in 2021 Report - eMarketer  Business Insider UK

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Twitter Sorry for Helping Advertisers Reach Homophobes  Advocate.com

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Company pitches real revenue from virtual advertising  My Citizens News

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Brands and Agencies Are Bullish on New Walmart Advertising Partners Program  Adweek

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Microsoft Advertising to deprecate average position after all  Search Engine Land

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New Subway boss John Chidsey seizes control of ad budget  New York Post

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Can revenue-hungry retailers rise to meet digital advertising's opportunity?  Marketing Dive

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Microsoft Advertising launches sweepstakes for advertisers  Search Engine Land

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CenturyLink Settles a Case for Deceptive Advertising  Cord Cutters News, LLC

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WiCipedia: CES Recap, Salary Reveals & Outdated Advertising  Light Reading

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YouTube advertisers blindsided by climate change denial videos  The Verge

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Spotify to Suspend Political Advertising  Wall Street Journal

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W2O acquires advertising, medical education firm 21Grams - Agencies - MM&M  Medical Marketing and Media

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Why Is the Apple TV Constantly Advertising at Us?  TidBITS

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Video is now more lucrative for Chinese advertisers than news sites  Abacus

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Waitrose slammed for advertising eggs before a VEGAN cooking show  Daily Mail

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Amazon challenges Google and Facebook's hold on digital ad market  AdAge.com

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Multiple platforms of advertising now, says Goa's ad veteran  The Navhind Times

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Super Bowl 2020: the ins and outs of the big game's advertisers  The Drum

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Television Advertising Market Industry Analysis, Trend and Growth, 2016 – 2024 – Dagoretti News  Dagoretti News

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9 Comparative Advertising Examples to Help You Get Ahead  Business 2 Community

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Quibi video startup explained: Marketing, revenue, execs, advertising  Business Insider

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Fox relies on Trump, Bloomberg Super Bowl advertising, which stands out from other advertisers  themediatimes

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Advertising Market in 2020: Global Industry Growth Analysis, Size, Share, Future Trends, Segmentation, Demands and Top Players Updates by Forecast to 2024 – Dagoretti News  Dagoretti News

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From internet to billboards, Ukraine's advertising market continues to grow  Kyiv Post

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Facebook enables disinformation with advertising policy | Columns  Effingham Daily News

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Advertising in a world of consumer distrust | Analysis – Gulf News  Gulf News

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Global Door to Door Advertising Market 2020 Industry Key Players, Size, Share, Growth, Trends, Sales, Supply, Demand Deployment Model and Growing Prominence Analysis by 2024 – Dagoretti News  Dagoretti News

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What Will It Take For Addressable Advertising to Come to Fruition? [VIDEO]  TVRev

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New report offers analysis on the Outdoor Advertising Machine Market  Fusion Science Academy

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Facebook backtracks on plans to monetise WhatsApp with advertising  MobileMarketing Magazine

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Spotify will use everything it knows about you to target podcast ads  The Verge

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Get ready to be bombarded with 2020 Census ads  Pittsburgh Post-Gazette

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Maryland lawmakers propose tax on digital advertising revenue  MNE Tax

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Dating apps need women. Advertisers need diversity. AI companies offer a solution: fake people  Seattle Times

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Jeff Brandes files Senate companion for ridesharing digital advertising bill  Florida Politics

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Standard text ads will live on a bit longer, Microsoft Advertising says  Search Engine Land

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TikTok explores curated content feed to lure advertisers  Financial Times

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As presidential candidates spend big on advertising, only a few invest in Snapchat  Yahoo News

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Traditional Advertising Agency Services Market – Survey on Consumption Benefits 2031  Fusion Science Academy

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Survey: Most advertisers used advanced TV solutions in 2019 |  Advanced Television

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Washington Privacy Proposal Draws Praise From Some Advocates, Criticism From Advertisers 01/17/2020  MediaPost Communications

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Facebook Aims to Show Users the Relationships Between Agencies, Marketers, Advertisers  Adweek

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Internet Advertising Market | An all-Inclusive Data Collection of Top Players  openPR

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Gadget Daddy: Can you imagine a Wikipedia with advertising?  News Chief

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Florsch: Women drivers serve as advertising objects  Grand Prix 247

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