We would like to
thank the local libraries, schools, and universities for recommending students
to visit us when doing research on any of our information topics.
Each year there is a Yellow Pages arms race where competitors in each category are encouraged to out spend each other. There is only one winner in this arms race, and it is not you! Too many advertisers waste their money on Yellow Pages advertising without first considering their marketing strategy. Here are seven ways you can waste your money.
1. Attempting to outspend your competitor
As soon as Yellow Pages has convinced you to increase the prominence of your ad, they get your competitors to match or outbid you. This becomes an annual auction, with some categories containing pages of half and full page ads. A buyer can be overwhelmed with choice and may make their decision before they even get to your ad. Priority in listing is given to those who have advertised the longest in a category for a given ad size. You can only get closer to the front by upsizing your ad or if someone else closer to the front ceases advertising.
2. Putting all your eggs in the Yellow Pages basket
An advertising decision is something you should only make after you have developed a marketing strategy. Many businesses rush into advertising in the Yellow Pages, just because that's what everyone else does. You don't become a leader by following the herd. You need to consider your payback for your investment in this marketing channel. Ask your Yellow Pages consultant how many leads a particular size ad generates in your category. Then ask yourself how many of these leads will you convert into sales, and then decide whether this is a good investment.
3. Engaging in destructive Head to Head Competition
When you advertise in the Yellow Pages, not only can potential customers see your ad and your offer, so can your competitors. This can result in price competition that can turn your product or service into a commodity. Yellow Pages make comparison shopping easy for buyers and market research easy for competitors.
4. Spending too much on prominence
When spending on a Yellow Pages ad, you can invest in size and color. Size is important, but what you put in the ad, your copy, is far more important. It is better to go down a size and spend the money you save on a copywriter. Good copy can generate up to 20 times the response as poor copy. color is also important, but not as important as size, so go up a size rather than go to color, which is expensive for its return. If your category is cluttered with large ads, investing in your copy is essential.
5. Relying on Yellow Pages free design service
Ad design is important. Yellow Pages do offer a free design service, but its worth what you pay. The typical design is done in 15 minutes. As they are designing tens of thousands of ads you can't really expect any special attention- especially as there is no charge for the service! When they design your ad, they will appeal to your vanity rather than to your customers. So they will put "Joe's Plumbing" in the headline. But buyers don't care who Joe is, and are far more interested in why they should use Joe. This requires some marketing analysis of your points of difference and ultimate service benefits, which won't happen in 15 minutes!
6. Putting your ad in the wrong category
If you are a plumber, the decision of where to place your ad is easy. But if your business is in a fairly specialised market such as oil refinery plumbing, there probably isn't a good category for you. In fact, for many B2B businesses Yellow Pages is a poor marketing tool. Ask yourself the question, where would a buyer look to find out about your business- it might not even be in the Yellow Pages.
7. Depending on old technology advertising
Every year internet advertising increases, with less being spent on print advertising. Yellow Pages is now available online and for certain businesses this is a better option, particularly with a link to their website. When being sold paper Yellow Pages ads, you may be offered complimentary online advertising. However, unless your ad is near the front, you will be invisible to buyers who rarely will browse further than three pages. It is also worth paying for a link to your website.
The Yellow Pages consultants are on commission to sell you advertising. They only interested in getting you to spend as much as possible, not on providing the best marketing solution for your business. Advertising is not the same as marketing! Good marketing advice on whether and how you should advertise is money well spent. Not only can this increase sales, but it can save you thousands of dollars in advertising.
Before making a decision on Yellow Pages advertising, you should consider all your marketing channels, and make decisions on how much you invest in each dependent on their ability to attract leads. Having determined how much you will invest in Yellow Pages, do some market analysis and invest in your ad copy. This is particularly important for larger ad sizes. Yellow Pages advertising can be rewarding, but should only be considered as just one part of your overall marketing strategy.
Copyright 2005 Empower Business Solutions
Dr Greg Chapman assists small to medium sized businesses with business planning, business systems and marketing strategy. To find out how you can Multiply Your Profits & Make Your Business Run without You, and to find out How Good Your Business Really Is with a Free Online Business Medical, go to Empower Business Solutions website at: http://www.empowersolutions.com.au
Facebook to clearly label political advertising in Britain
LONDON (Reuters) - Facebook will introduce new measures to improve transparency around advertising in Britain and require political ads to be clearly label led, an executive said on Thursday, as he faced questions in parliament over a data scandal ...
Facebook to be more transparent over political advertising in the UK
Facebook Shares Rise On Strong Advertising, User Growth Despite Recent Data Crisis
Facebook to clearly label political advertising in Britain, CTO says
Report: Millennials least influenced by retail advertising, most active tech adopters
It may be that different generations have always shopped differently. However, new research from Euclid shows that millennials stand apart from earlier generations in their shopping habits and use of technology. The new Euclid report (registration ...
Amazon advertising is now worth $2 billion
Amazon's advertising power continues to grow. The Seattle-based e-commerce company reported in its first-quarter 2018 filing that “other” revenue — which it said “primarily includes sales of advertising services” — grew 132 percent year over year to ...
UK advertising spend grew to record £22bn in 2017 as Duopoly prosper and newsbrands are squeezed
PayPal Headlines Dosh's $44M Payday for Advertising-Rebate Business
Austin—Dosh, a fintech and advertising startup that gets consumers cash back on certain purchases, has raised a $44 million Series A round of funding from some big-name investors, including PayPal. Dosh, founded in 2016, has had an active start to ...
China's Baidu tops profit estimates on advertising growth, shares jump
(Reuters) - Chinese internet search giant Baidu Inc's quarterly profit topped analysts' forecasts, led by growth in its online advertising business. U.S.-listed shares of Baidu rose 5.8 percent to $252.55 in after-hours trading. Baidu's revenue rose ...
Marijuana Business Daily
Group proposes advertising, marketing standards for marijuana ...
Marijuana Business Daily
The National Association of Cannabis Businesses (NACB), a for-profit self-regulatory organization, has released proposed advertising and marketing standards for marijuana companies that belong to the group. The draft guidelines mandate, among other ...
Facebook removes accounts advertising stolen identities
(Reuters) - Facebook Inc has removed a number of accounts and pages that advertised and sold social security numbers, addresses, phone numbers, and alleged credit card numbers of dozens of people, following a report by news website Motherboard. FILE ...
Facebook Has Hosted Stolen Identities and Social Security Numbers for Years
Twitter Posts Q1 Earnings Beat On Surge In Video Advertising Revenue
Twitter's video-advertising push bolstered a top- and bottom-line beat on Wednesday morning, when the firm reported its second quarter of positive net income. The San Francisco social media giant reported non-GAAP earnings of $123 million, or 16 cents ...
Marquee advertising policy approved
Currently, the city's available message spaces on the marquee are specifically allocated. According to a staff report, the rotation of 15 messages passes each two minutes, each with a duration of eight seconds. Two messages are allocated for “Welcome ...
Wonderful, Digg Is Now Owned by an Advertising Company - Gizmodo
Digg has been sold by its former owner, Betaworks, to ad-tech company BuySellAds for an undisclosed amount. The story, first reported by FastCompany, comes nearly a month after the news aggregation site shut down its RSS client Digg Reader. You could ...
Digg sells to BuySellAds, an ad tech company - Business Insider
ADVERTISING RELATED ARTICLES:
10 Tips to Use Giveaways Effectively
Walk around any trade or consumer show and you will be able to collect a bag full of advertising specialties, or giveaway items all designed to promote. But look a little more closely.
Unlock The Power Of Online Groups
Yahoo Groups: I see countless marketers on shoestring budges turn to traffic exchanges for free traffic. If they would spend the time creating online groups rather than clicking for traffic they would see much more quality traffic.
Testimonials Convert Prospects Into Buyers
Big businesses get instant credibility with their well-known company name or brand name. But small companies have to create their own credibility.
What Does Your Business Card Say?
Business cards are the most underutilized and misunderstood marketing tool in business. Many people spend the bucks for cards and don't make an effort to get them into the hands of those who can hire them or buy from them.
Harness the Power of Direct Marketing - More Small Business Power Tools
One of the most powerful tools available to small businesses is direct mail. By this I don't mean electronic, Internet-based mail, but the old-fashioned kind that requires a stamp and a trip to the post office.
Why I Like The Ads I Hate!
It's been said that the antidote to liking/loving is not hating, but indifference. So, when an ad makes you angry or disgusted or evokes any other strong emotion, it has done it's job.
Worn Out Brochure Design Is Keeping Small Business Owners Down
I got another one of those calls the other day..
6 Must-Have Elements of a Powerful Brochure
Most brochures that businesses put out today end up doing little to impact the sales of that business. By applying the 6 must-have elements listed below you will transform you brochure from trash can lining into a powerful sales tool.
9 Tips for Better Billboards
It is a given that billboard advertising "outdoor" is not a "quick fix". If sales are down, you can't quickly put up a few boards to boost the numbers.
It is difficult to miss a Hummer, but how many companies could afford to run one to promote their business? The answer is, of course, very few and it is doubtful whether GM's overgrown offspring would be the most suitable promotional vehicle for many of them. What then are the alternatives and how could businesses benefit from using a vehicle as an advertising medium?What is a promotional vehicle?A promotional vehicle is a car, truck or SUV with purpose-designed adhesive vinyl graphics applied to its exterior, promoting a business or one of its products or services.
Why Most Advertisements Stink!
Question: What do you think the most important part of any ad is? Your company name? Your telephone number? Your offer? Look at your own advertising. What stands out? What is in the largest print? If it's your company name or logo hold out your wrist so I can whack it with a stick.
The Ultimate, "Must-Have" Home-Based Business for YOU
The Ultimate, "Must-Have" Home-Based Business for YOU a Underemployed, Unemployed, or Industrial Age IndividualAllow me to educate you on the issue of job security and paint you a picture of what the aftermath can be if you remain comfortable at your regular job. Job security is an old-fashioned term that claims the longer an employee worked for a particular company, the more precious that person became.
Media Savvy - Treat Them As You Would Your Best Customer
The ability to lead, persuade and influence are integral skills for effective managers. The capability of telling a story that inspires, motivates and informs is an essential part of this process.
Bad Seduction - Advertising Techniques That Don't Work
I just read some advertising suggestions on an Internet marketing site that are beyond annoying. They are flat-out bad advice.
The Future of Voiceovers: Hold Your Tongue...Possibly Forever
"Do we need to cast a voice-over talent for this project?"That's a valid question any producer might ask when creating an advertisement, corporate audio-video presentation, video game, etc. Of course, the answer depends on what elements the producer and client feel will best communicate with the audience.
Pros and Cons of Establishing an In-House Ad Agency
There have been several ads promoting books and reports on thissubject, or included as part of the contents in several mailorder books stating: "SAVE UP TO 17% ON ALL YOUR ADVERTISING" It's legitimate, practical and effective, but like so many otherpromises, there are pros and cons involved. The pros are fairlyobvious.
Does Your Brochure Pass the Test - Or is It Headed for the Trash? Part One
The decision on whether or not someone will read your brochure is usually decided in the first 5 seconds they look at it. What kind of message are you communicating in that five seconds? Will you make a favorable impression with your prospect? Will you move your prospect closer to the sale? There are really only two key elements that will determine how well your brochure is received by prospects.
Advertising on a Budget -- Part 2: Thinking Small
This is the second article of a three-part series. I'm illustrating the marketing challenges of a small business, PrescottWeddings.
The Secrets To Successful Radio Advertising
Ask some businesses about radio advertising and they'll tell you it's the greatest investment they ever made while others will tell you it was a complete waste of time and money. So why does radio work for some and not for others? What's the secret to successful radio advertising? Know this: Radio can be a major player in your advertising mix if you know how to do it and I'm about to give you the secrets to successful radio advertising so read on.
Advertising Primer for Fast Learners
Advertising, when done well is a very effective way to increase your customer base and ultimately grow your bottom line.Many businesses have no idea how to advertise; they do a little bit here and a little bit there and end up saying that advertising doesn't work.
Find used office equipment in Ohio at www.OfficeJax.Has.It
Find the best fleamarkets at www.FleaMarketWorld.Has.It
Find electric powered vehicles at www.NoGas.Drives.It
Find homes for rent
Jim (James) Baughman Hosting Company of Akron, Ohio offers the finest in the CLOUD internet hosting service and solutions at affordable prices. The Hepsia control panel is a superior control panel unlike the old school cpanel you may be familiar with as well as downloadable daily backups, 24 hour tech support response time is less than 30 minutes, php version selection, unlimited bandwidth, are all included at no additional cost.
advertising agency advertising supply and services marketing and advertising internet advertising pay per click advertising newspaper advertising promotion online advertising free advertising business marketing and advertising promotional advertising specialty print advertising banner advertising agency promotional product advertising radio advertising company classified advertising web advertising outdoor advertising ppc advertising advertising agency and services local advertising art layout production service advertising direct internet marketing advertising web site advertising business advertising television advertising jobs advertising services restaurant advertising yellow page advertising agency tv advertising web banner advertising directory advertising services advertising slogan advertising photographer adsense advertising adwords apis cashing billboard advertising advertising balloon pay per click banner advertising gambling online magazine advertising yahoo advertising email advertising free internet advertising internet online marketing advertising business search engine advertising direct mail advertising services advertising design advertising age creative advertising targeted advertising advertising campaign media advertising career free online advertising mobile advertising ogilvy vintage advertising pen internet advertising agency car advertising subliminal advertising idea advertising and marketing employment cheap advertising pen advertising space online advertising company advertising sign career in advertising direct mail advertising small business advertising history of advertising internet marketing online advertising advertising card communication content integrated marketing perspective premium promotion internet banner advertising advertising outdoor billboard affiliate advertising advertising art advertising display advertising product advertising copy advertising affiliate program free web site advertising real estate advertising brand advertising advertising brand communication guerrilla unconventional advertising business internet online internet marketing promotion advertising advertising firm contemporary advertising coroplast akron ohio custom signs and advertising solutions at OfficeJax online flea market