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Yellow Page Advertisers: Your Calls are Going to Decrease - Here's the Remedy


Response rates to Yellow Page advertising are declining

There's no getting around it, traditional Yellow Pages are in trouble. Fewer people use them every year. Even the best- pulling ad in the section isn't getting the number of callers or sales it used to. At the same time, the monthly cost to maintain your same-size directory ad keeps going up.

Simply tinkering with ad size (or options like color) can't compensate for the adverse developments. Declining usage impacts each directory category differently. Some (like contractors and lawyers) are declining more steeply than others. Emergency service providers (tow trucks, plumbers) are holding their own. While categories like cell phones and lawn furniture are growing rapidly, with increased consumer demand.

Advertising only in the Yellow Pages is no longer a safe bet

- Over half of all customers go to the Internet first to find product information and sources - even if they intend to spend their money locally

- People increasingly trust the Internet as a source of information about major purchases (and has overtaken the newspaper for used car sales)

- Internet Yellow Pages (IYP) are kept up to date (unlike print directories) and can be searched from anywhere - their usage is growing 25% a year

- Local Search lets search engines (like Google) include small, local businesses in their search results (even without them having a website) - over 25% of all search queries request Local Search results

- A large percentage of young adults or business buyers never consult the Yellow Page directory at all - and they control an expanding chunk of dollars spent

Rethink the role Yellow Page advertising plays for your enterprise

Take a serious look at how much you rely on the Yellow Page directory to bring new business. Are most or all of your promotional dollars spent there? Do your expectations match the number and kinds of customers your ad actually brings you?

Your strategy needs to consider all the ways you attract new customers. Recognize changed customer preferences and buying habits for your specific type of operation. The issue isn't whether or not to advertise in the Yellow Pages. If you've been there you should continue. But switch some of those dollars into marketing methods that connect with buyers who won't look for you there.

Follow these steps, with them all sending a clear, consistent message

1. Get listed in Internet Yellow Pages (IYP); there are many of them; some are free

2. Make sure your website provides the information search engines require for Local Search. Learn how to do that at http:www.yellowpagesage.com/localsearch.html

3. Beef up your website with the information customers look for (or join a portal of local businesses)

4. Submit articles about your enterprise online; find extensive assistance at http://www.promotewitharticles.com

Keep track of what's delivering new business. Commit to asking every new customer and caller how they found you. That's the only way to know which method is winning; or where to shift emphasis and money for the next year.

Pursue ways to increase business from your existing customers

The value of Yellow Page advertising is mainly to attract new customers. People who know you already are more likely to find your number in the business white (alphabetical) listings. Start working harder to strengthen those relationships so they stay loyal. Efforts spent to serve them better (or to get referrals from them) does more for profits than constantly chasing new customers can.

Get started well BEFORE the directory deadline

Some day soon it's time to renew your directory listing for another year. Let this be the year that you've figured out your strategy well in advance. Make your new strategy a front-burner, squeeky-wheel priority. Yellow Page Smarts, http://www.yellowpagesage.com/smarts.html explains how to make your Yellow Page ad and Internet marketing support each together effectively.

If your next directory deadline hasn't come yet, there's still time to change your ad for next year (like add your website address address - a study found 60% of directory users only call Yellow Page ads with a website!). If you're already committed, spend the next year getting the rest of your strategy in place. Your timely efforts can compensate for the decline in Yellow Page advertising's effectiveness. And you won't be caught off guard.

© 2004, Lynella Grant

--Dr. Lynella Grant Author, Yellow Page Smarts, Make more money from your Directory ad in tandem with your Web site. Get a YP ad critique. 719-395-9450 [email protected]

Free YP resources at http://www.yellowpagesage.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Fri. August / 18 / 2017

Complex Networks, Fuse Media to Offer Joint Advertising Packages - Variety

Variety

Complex Networks, Fuse Media to Offer Joint Advertising Packages
Variety
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Immersv raises $10.5M to shake up mobile advertising with some VR flair - TechCrunch

TechCrunch

Immersv raises $10.5M to shake up mobile advertising with some VR flair
TechCrunch
Immersv, a mobile 360 VR ad network, wants to use the strengths of VR to bring improve mobile advertising, not only on headset but smartphones as well. For now, the startup is focusing on pre-roll and interstitial video ads but is looking at ways to ...
VR advertising platform Immersv raises $10.5MVatorNews
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Borough advertising for new manager - Pocono Record

Borough advertising for new manager
Pocono Record
STROUDSBURG — The borough is advertising for a replacement for Brian Bond, who's leaving Sept. 18 to become East Stroudsburg's borough manager. Appointed by the Borough Council, the borough manager serves as the borough's chief executive ...


Fire department says company misusing its name to get advertising business - FOX31 Denver

FOX31 Denver

Fire department says company misusing its name to get advertising business
FOX31 Denver
BROOMFIELD, Colo. -- North Metro Fire District said a business is using its name without permission to entice companies into purchasing advertising space on their magnets. North Metro Fire spokeswoman Sara Farris said a business called the fire ...


CNN And Volvo Hope Their Upcoming VR Ad Campaign Eclipses Conventional Advertising - AdExchanger

AdExchanger

CNN And Volvo Hope Their Upcoming VR Ad Campaign Eclipses Conventional Advertising
AdExchanger
It's still unclear how 360-degree video or virtual reality will affect media and advertising long-term since many brands and networks are still in the experimental stage. But CNN and Volvo hope to up the ante during next Monday's solar eclipse. The ...


BrandLab study reveals lack of diversity in marketing and advertising; how is your company doing? - Minneapolis / St. Paul Business Journal

Minneapolis / St. Paul Business Journal

BrandLab study reveals lack of diversity in marketing and advertising; how is your company doing?
Minneapolis / St. Paul Business Journal
The BrandLab, a nonprofit organization that's focused on improving diversity in the Twin Cities marketing and advertising industry, recently released a study that analyzed demographic data from 40 organizations to determine how diverse the Twin Cities ...


With Amazon looming, Walmart quietly grows as an advertising force - Digiday

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Digiday
With around 140 million people shopping at its 5,000 stores in the U.S. every week, Walmart is not just a retail giant. It is also a growing advertising platform that touts its ability to connect online consumer behavior and a mountain of in-store ...


One of the big advertising groups is partnering with Digital Content ... - Nieman Journalism Lab at Harvard

Nieman Journalism Lab at Harvard

One of the big advertising groups is partnering with Digital Content ...
Nieman Journalism Lab at Harvard
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How Corporate Distrust Is Reshaping Advertising - Adweek

Adweek

How Corporate Distrust Is Reshaping Advertising
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The overabundance of advertising: Although it's tough to accurately estimate, Americans are exposed to something like 5,000 ads every day. They're packed everywhere, from billboards and radio spots to tiny banner ads in your favorite application.


Why Data Driven Advertising Will Be The Next Frontier - Forbes

Forbes

Why Data Driven Advertising Will Be The Next Frontier
Forbes
I recently had the chance to interview Pelle Sjoenell, Worldwide Chief Creative Officer at BBH Group, and his poignant insights and unorthodox way of understanding brands didn't disappoint. At Snaps, I spend most of my time building chatbots for brands ...


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