Advertising Information


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


MORE RESOURCES:
This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news


BlockTribune

Blis Launches Blockchain Platform to Add Transparency to Digital Advertising
PR Newswire (press release)
Digital advertising commonly relies on disparate data sets to help identify audiences likely to buy products and services. Marketers increasingly face pressures to comply with data privacy regulations, understand where it came from, and to account for ...
Blockchain Platform For Advertising Industry Launched By BlisBlockTribune

all 5 news articles »


Entrepreneur

How Bots Steal Your Online Advertising Budget
Entrepreneur
Are you wasting your ad budget? Studies suggest that a lot of advertisers are. The Association of National Advertisers reports that only a quarter of all digital ad spend reaches real people. According to another study done by Imperva Incapsula, bot ...



Vox

Trump is getting free advertising for his golf course out of his UK trip
Vox
President Donald Trump is taking advantage of the down time between his visit with UK Prime Minister Theresa May and his Helsinki summit with Russian President Vladimir Putin to spend some time at — and get some free advertising for — his Turnberry ...

and more »


Singularity Hub

Traditional Advertising Is Soon to Be History. Here's What Will Replace It
Singularity Hub
This year (2018), the global advertising industry is projected to surpass $550 billion. Advertising revenues have driven Google's valuation to >$700 billion, and Facebook to >$500 billion. All of that is about to change. What if I were to tell you that ...



Entrepreneur

Consumers Don't Have an Attention Problem. It's Just That Your Advertising Isn't Very Good.
Entrepreneur
If a brand releases an ad and no one sees it, is it still called "advertising"? People have more tools than ever before to skip out on ads entirely. More than three-fourths of the people in North America engage in automated ad-blocking, and 10 percent ...



Business Insider

What you need to know in advertising today
Business Insider
Papa John's may be the latest brand weathering a public relations crisis, but the situation is just yet another case of déjà vu for branding experts. It reminds them of Uber. Specifically, they see parallels between what happened at Papa John's leading ...



Wall Street Journal

Big Advertisers Embrace Blockchain to Root Out Digital Spending Waste
Wall Street Journal
Now the secure, transparent nature of the technology has drawn interest in the advertising world, where dealings between marketers, their ad agencies and tech vendors often aren't transparent, leading to distrust and fears among advertisers that they ...

and more »


Hometownlife.com

Company founder inducted into advertising Hall of Fame
Hometownlife.com
“Dan is an amazing ambassador for the advertising community in Detroit,” said Michelle Rossow, executive director of Adcraft, the oldest advertising association in the United States. “He is like our city – hardworking, humble and creative at his core ...



WOSU

Author Ken Auletta On the Changing Advertising Industry
WOSU
Tech giants have disrupted many industries, like taxi cabs and food delivery. But they've also transformed the advertising industry. Major online companies such as Google and Facebook refined how to target advertisements to consumers. Instead of the ...



Nieman Journalism Lab at Harvard

In Alabama, a small-town paper is figuring out digital advertising — and they're doing it live
Nieman Journalism Lab at Harvard
Digital advertising has, broadly speaking, been a disappointment for American newspapers. From 2013 to 2017, digital ad revenue for newspapers increased only about 8 percent — only barely beating inflation. (Meanwhile, overall digital ad spending ...


Google News

home | site map
© 2007