Is it time to drop print Yellow Pages advertising?
Several times a week, I receive email questions from small businesses around the US who ask my opinion if it’s time for them to drop their print Yellow Pages advertising.
Many of these advertisers are experiencing success with Internet advertising and other direct marketing techniques, but rarely have these channels totally replaced the value delivered by print Yellow Pages.
Here’s the simple decision point.
If your advertising (in any media) is generating more business than it costs, you should keep doing it.
When pressed, these advertisers usually still receive some benefit from print Yellow Pages, although there is a perception that the performance and return on investment has decreased.
Folks, if it’s dropping, make alterations to your program, hire a real ad designer, read a good book on Yellow Pages advertising, but don’t be stupid.
That being said, it’s important to pay attention to your customers. If they’re using the Internet, then you owe it to your business to market your business there.
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April 13th, 2007 at 6:27 pm
So you know where I’m coming from, I sell YP advertising. The YP generate leads for businesses. To what extent? Only the advertiser can answer that question. In a perfect world the advertiser would track where every single customer comes from. Shortly before they review their program for the next book they determine their ROI. If they are happy with the return they received they renew or invest more. If not they reduce or cancel. It is no different than investing in a stock, mutual fund or bond. A group of advertisers under a particular heading determine how big and how many ads there should be. About 5% of advertisers do any form of tracking. A few months ago I called 5 tree service companies to do some work for me. Not one asked how I heard about them. This past week I called 5 plumbers to get bids for a bathroom I’m installing. Only one of the 5 that came to my home asked me “the question”. I guess it’s just easier to tell me “my ad cost too much!”