Yellow Pages (Really?)

I've been lucky enough to be around Brad Boechler for a few years now. The latest edition of MoodSwing Minute touches on an advertising medium that has, historically, driven other media types crazy. Like many other media vehicles...the worm has turned for the Yellow Pages.

From MoodSwing Media's site...here's Brad's latest offering:

Is it Time We Shoot the Dog?

It is that time of the year again, yellow page renewals. Are the calls from their telemarketers are coming in fast and furious?With technology, consumers have turned to industry specific web sites and Google to get your address, phone number, information etc. I am finding that the “yellow page effect” with clients is similar to a growing kid finally letting go of a favorite blanket. They know that they should let it go but are unsure about life without it.

MSM opinion:

1.) Do not confuse yellow pages with advertising or marketing because its not.

2.) Depending on your industry, 70 – 85% (sometimes even higher) of potential customers have checked out your website prior to first contact. The web has changed how consumers shop.

3.) Yellow pages are demographically sensitive. For example, if your business depends on “older” consumers, they might be more likely to use it.

4.) Ask yourself, when was the last time you used the yellow pages?

5.) Alphabetical order is a thing of the past. Priority in your category or worse categories depends on expenditure.

6.) It isn’t cheap. Yellow page prices depend on size of ad, colour, URL search components and the number of books published in a city. It is expected that you would insert ads in all of them. In very short order you are spending many thousands of dollars annually and take a large chunk out of your “advertising budget”.

7.) Alternatives? Could you decrease your spend and choose advertising options that allow you to change creative and offers frequently to reflect current needs / wants of consumers and economic climate?

8.) Does your website reflect you and your business accurately? As mentioned, it is often the first point of contact. Permission Based Marketing through email to your existing customers can be very effective as long as it is used sparingly and offers real value. Traditional media is unfairly being condemned as “its best days are behind it.” TV, radio, local and regional newspaper, direct mail are still very effective especially when used in tandem with your site. I have used all on behalf of my clients at different times with strong results. The key is strategy, creative and budget with measurable / attainable objectives.

9.) I am sure that there are many businesses that use yellow pages with success and this item is not intended to simply slam the book, but rather just to illustrate that it isn’t the “must have” holy grail of marketing as maybe it once was.

A question: Is it time to loosen the grip on the blanket or just shoot the dog?

Brad's blog can be found HERE.