Reasons To Advertise
More Customers are Expanding their Search to Find Local Businesses
Make sure your business is found when someone is looking for you
Usage - what is the usage, or visibilty of the medium?
Retention - when is the advertising available?
Economy - is it cost effective, generating a return on the investment?
Results - does the medium generate measurable results?
Try to think of an advertising program like a circle. If you were to draw a line through the middle of the circle, or cut it in half, the upper half would represent "non-directional" forms of advertising. This intention of this type of advertising is to create brand awareness, identify needs, and make impressions.
Alternatively, the lower half of the circle represents the "directional"form of advertising. This portion of an advertising program should support the creative aspects of a campaign, or make sure the buyer knows where to go when they have made a decision to make a purchase, or use a service.
Did you know there are two types of Yellow Pages users?
Recommended by your existing customers
Influenced by other forms of your advertising
Contacted by your salesperson
Passing-by your storefront
Are your former customers and shoppers
Newcomers to the community
In need of an emergency service, or product
Dissatisfied with your competition
*So...53% of purchasers have a decision to make at time of search
Now that you have decided advertising is a good decision for your business...
Next . . . think about some questions you may want to ask yourself, and your local sales representative:
- What is the coverage area of the directory? (sometimes a directory will cover a wide area, but books are only delivered to certain parts of the area)
- When and how is the directory distributed? (door-to-door, mail, pick-up)
- How many copies of the directory are distributed to the market area (s)?
- Is there more than one directory that I need to consider?
- What products and services are offered by the directory publisher that allow me to reach my prospect? (e.g., print, electronic, mobile)
- What are my competitors doing in the way of advertising?
- Do my competitors advertise in other places - non-directional/directional forms of advertising?
- Does the advertising program recommended satisfy my business needs?
- Do I have a complete advertising program - non-directional/directional forms of advertising?
- What can I expect in terms of my return on investment (ROI)?
- Does the publisher have usage data to support my buying decision?
- Is there a way to track my results? (call measurement)
- How will I be billed?