The availability of 6000 directories in the U.S., issued by 250 publishers, makes the task of selecting the book(s) that will deliver the best ROI a confusing and painstaking task. It requires research to determine the coverage area, distribution, demographics and usage statistics of each directory in order to make an informed decision.
Step 2: Buy the right size
Is bigger always better? How important is placement? You first need to know how ad placement is determined by the publishers. Display ads are placed in order of ad family (size). The biggest is always first; the placement with the ad family is determined by seniority – the first advertiser to buy an ad in a particular ad family will always remain in first position (within that group), provided that the ad continues to be renewed. In-column ads are listed alphabetically under the heading. Look at your competitors’ ads to see how they are buying. Consider a few different sizes and determine where each size would place you; an ad smaller than your competitor’s might still place you on the same page….or it might place you several pages behind. Then it’s a matter of deciding on the right investment in that book/heading.
Step 3. Get the best price
All of the publishers have some kind of discount and/or special opportunity programs – some publishers may have 15-20 different programs. Look at your options to help you determine the best type of program for you – relative to that directory and the specific heading(s). Beware of “bargains” that can end up costing you later on. For example, a publisher may tempt you with an attractive rate for stepping up the size of your display ad. The following year, it may go to full rate. Should you decide that you don’t see the ROI value in paying full rate for that size ad and what to drop back down to your original size ad……here’s the catch. You lose any seniority position you may have gained in your original ad family, and drop back to last place. Do your homework – know when a deal is a deal….and when it’s not.
Step 4. Say the right things
Copy, design and layout are critical components in making the phone ring. Know what your customers are looking for make and sure the ad tells them you have it and/or you can do it (depending upon the nature of your business). Make a list of what differentiates you from your competitors, and feature those copy points in the ad. Lay out the ad so that your customer's eye is drawn first to the copy or graphic that is most important to you as a sales tool.
Step 5. Sharpen your image
The publishers have graphic art departments that design ads at no charge, but the sheer volume of output required by them usually results in a “cookie cutter” type ad. They (the publishers) have to provide that service to everyone, so they get the job done, not because you are their client and they are watching out for your best interests. If you want your ads to stand out, have them designed by a Yellow Pages professional – it does make a difference, and that difference is in the response to that ad, i.e. how many times the phone will ring.
Step 6. Track your success
How do you know conclusively how many potential new customers a Yellow Pages ad is providing? You can drop some type of code into an ad saying “mention code 1234 for a discount (or free gift, etc)” if that type of advertising is appropriate for your business. Then you have to be sure your employee records keeps a phone call log in which he or she records the code. Don't put in a code if it doesn't translate to something special for the customer – then it becomes about your needs and not about customer service. You could train your employees to ask how callers found you. (Again, this would also require your employees to diligently keep call logs.) If they say Yellow Pages, and you're in more than one book, then you still aren't tracking the performance of a specific ad/directory. The only way to accurately test the effectiveness of an ad is to buy a special phone number that is forwarded to your main line. Every call is tracked by number of calls, where the call is coming from, time of day, and length of call. Not only is this valuable to track the ad, it may help you to improve customer service. If you discovered that a large number of calls come in before you open or after you close, you may want to adjust your hours to accommodate the customer's needs and thereby elevate the level of customer service.
Step 7. Repeat as necessary.
Think you're done? For that directory, and that issue, you may be done. Just remember, in order to maximize those Yellow Page advertising dollars, you will need to take these same steps with every directory that applies to your business and stay on top of the close dates so you don't miss crucial deadlines – in Yellow Pages, a deadline missed is a year lost!