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Word from Above ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ 
Herb Gordon (not shown here belting out his signature tune "I'm a Little Teapot"), President and CEO of the Association of Directory Marketers sent in this tidbit. We've all seen the chart showing the consumer buying process. It's a staple of every college marketing 101 course: 
Yellow pages sales trainees are taught that consumers are exposed to traditional media during the awareness phase and evaluation phase. Yellow pages only comes in to play during the selection of buying location and actual purchase. Not true, say industry consultants. They tell us we're selling ourselves short. Boston Consulting Group and A.T. Kearney admonished the industry for limiting yellow pages exposure to the final stages of the purchase process. They point out that for many critical purchase services, such as auto glass, pest control, appliance repair and plumbing problems, yellow pages is the first place consumers go. For many products and services, yellow pages plays a role not only in the final stages of the purchase cycle but also during the shopping phase - in the awareness and evaluation stage. Indeed, yellow pages is a powerful resource for consumers throughout the entire purchase cycle. We should promote it that way. |
