A staggering number of organizations are still wasting amazing amounts of money on Yellow Pages advertising. This advertising medium is disappearing from more marketing plans every year. One thing is for sure - there will be no more Yellow Pages advertising for me. Yellow Pages advertising was a long term staple of small advertising budgets for more than forty years. It has always been considered smart advertising. But the Internet has completely changed the playing field.
What Happened?
The Yellow Pages book endured for decades, but we are suddenly seeing a proliferation of yellow pages books by various phone service providers. Now evening dresses and professionals are being asked to pay to have their Yellow Pages advertising included in each provider's version of the book. I have so many versions deposited outside my door that I just gather them up and put them in the garbage can.
The fact that there has been no reduction in the number of pages in the books that I have been able to determine in a brief survey of a number of large and small cities, can only indicate a failure by these businesses to calculate the ROI of the expense. If you are still paying for Yellow Pages advertising, you need to crunch the numbers!
One company here in Tucson relied on the Yellow Pages almost exclusively for new customers for more than 10 years. This company analyzes all spending. They found that the monthly cost of three thousand dollars is not even close to paying for itself. I can almost guarantee that most other companies still spending precious marketing dollars on Yellow beach wedding dresses advertising are not seeing better results.
Once upon a time, Yellow Pages advertising was a smart way of communicating the right information at the most opportune time - when someone was about to make the call. Things are different today. It just doesn't matter what you put in the ad if nobody will ever see it.
The Alternative
Let's be honest -- local search is much faster. The data is also more accurate. How often have you called the number in the Yellow Pages advertising only to be given a new number by a recording?
Statistically, today 82% of people go online and do a search rather than pick up the Yellow Pages advertising book to peruse the ads. When you consider the ease of internet access we all have now with smart phones and the iPad, why would you bother with a cheaply printed book on the cheapest paper produced only to have your hands smeared with ink when you finish?
It's time to move embrace the Internet agenda. Yellow Pages advertising is a waste of money. Let's focus our marketing dollars on internet options, where people will actually see our ads. Then, let's show some care for the environment and recycle all that paper.
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Post je objavljen 21.07.2011. u 07:29 sati.