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


EFF

We're in the Uncanny Valley of Targeted Advertising
EFF
Mark Zuckerberg, Facebook's founder and CEO, thinks people want targeted advertising. The “overwhelming feedback,” he said multiple times during his congressional testimony, was that people want to see “good and relevant” ads. Why then are so many ...
Facebook's rep has taken a hit from the Cambridge Analytica scandal — but its ad business hasn'tBusiness Insider

all 242 news articles »


Forbes

Alphabet's Strength In Core Advertising To Continue To Drive Revenues, Profits
Forbes
Alphabet is scheduled to announce its Q1 earnings on Monday, April 23. The company has reported strong growth in revenues in recent years, driven by Google's core search advertisement business. Advertising on Google's own platforms, or Google ...

and more »


Bloomberg

P&G Ends its YouTube Advertising Boycott, But With a Catch
Bloomberg
Google gave marketers more control over where and how they run ads on YouTube. In January, it introduced a sweeping set of changes, including a pledge to manually review every ad in Google Preferred, a pricier collection of more popular videos. P&G ...
There may be a surprise winner in YouTube's latest advertising mess: YouTubeBusiness Insider
P&G ends its YouTube boycott after more than a yearAdAge.com
P&G resumes advertising on YouTube after 1-year pauseCincinnati Business Courier
CNNMoney -YouTube Creator Blog -MarketWatch
all 50 news articles »


Wall Street Journal

Ford to Seek Bids for Parts of Advertising Business, Dealing Blow to WPP
Wall Street Journal
“We are going to place some portions of our advertising business up for bid with other agencies, including WPP, beginning in the coming weeks. No decisions have been made.” “We value the talented and creative women and men at WPP,” the spokesman added ...
Ford Motor to review some WPP-held advertising businessSeeking Alpha
WPP's Newly Minted Co-COO Rejects Demands for Break-Up of Advertising GiantNasdaq

all 79 news articles »


RadioFreeEurope/RadioLiberty

Kaspersky Lab Chief Says Company Banned From Advertising On Twitter
RadioFreeEurope/RadioLiberty
Kaspersky Lab says it has been banned from running advertisements on Twitter amid claims the Russian cybersecurity company has ties to Russia's intelligence agencies. Kaspersky Lab's founder, Yevgeny Kaspersky, revealed the move in an open letter ...
Kaspersky calls out Twitter over advertising ban in letter - CNETCNET
Twitter Bans Kaspersky From Advertising on the Platform Citing DHS BanBleepingComputer
Kaspersky banned from advertising on Twitter over security fearsTelegraph.co.uk
Wccftech -Investing.com -Homeland Security -Kaspersky Lab
all 29 news articles »


Inside ESPN's content and advertising partnership with Cycle
Digiday
On April 22, ESPN will air a 7-minute documentary short titled “The Six Day Race: The Story of Marshall 'Major' Taylor” on TV. The short, which was released online on April 18, profiles the first black athlete to win a world championship in competitive ...



ABC News

Junk food TV advertising likely highest when kids are watching ...
ABC News
A new study in Australia looked at how much junk food advertising kids were exposed to and the numbers were staggering. Food advertising can directly affect the types of foods that children actually eat, The World Health Organization has said. To ...

and more »


The Merkle

Brave Partners with the Dow Jones Media Group to Disrupt Online Advertising
The Merkle
There is a bright future ahead for blockchain technology in the media and advertising industries. So far, there has been no major change in the way sites offer advertisements or deal with publishing in general. That situation may come to change in the ...

and more »


Adweek

What a 1960s Ad Man Can Teach Us About Successful Facebook Advertising
Adweek
Hello from 1966! The TV's reign over American households is in full swing. An actor named Ronald Reagan has been elected governor of California. Families crowd around the television set, grab a newspaper and turn on the radio to catch the breaking news ...



Coindesk

IBM-Backed Blockchain Trial Takes Aim at Advertising's Middlemen
Coindesk
Online advertising has long seemed a ripe target for blockchain transformation. Going back to the early days of bitcoin, technologists imagined that cryptocurrency tips would fund content creators so they wouldn't have to rely on display ads to pay the ...
IBM-Salon Media joint project - Blockchain resolution for digital ...AMBCrypto
IBM And Salon Media Pilot Blockchain Project To Prevent Fraud In Advertising IndustryCointelegraph
Can Blockchain Solve Advertising's Supply Chain Transparency Issues?Adweek
cryptona.co (press release)
all 26 news articles »

Google News

home | site map
© 2007