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When your Yellow Pages Advert Stops Working
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| Written by Ric Vatner |
I recently attended a market research evening for the yellow pages, the book not the online version.
With few exceptions the general feeling in the room was that yellow pages is long past it’s hay day and in most cases people said they were either cancelling or reducing the size of their once prized yellow pages ad.
In fact, the only ones to go against the trend were those who had been with Yellow pages for a long time and now had a prized position at the front of their section, a position they had earned through years of continuous advertising and by buying a bigger advert.
One lady said she had upgraded to a full page advert (at a cost of over $30,000) just to maintain her position at the front of her section. When asked if this was producing many more results she didn’t seem too positive and indicated that she would be reviewing it next year.
Some others said a large advert and especially being at the front of their section had worked for them but many more said that they would be happy to change if they knew of a better way but until then, they were not prepared to give up their premier position to a competitor.
I wonder if the competitor isn’t laughing all the way to the bank. One way to improve the bottom line if advertising doesn’t work, is by not wasting money on advertising.
Apply it to making your offer more attractive or invest it, either will give you a better return or take the wife and kids out and at least enjoy it. Anything has got to beat stewing over how bad your advertising is working.
Of course an alternative course could be to find out what is working and try something new. If nothing else your clients will talk about you and may even send some leads your way. For those of you who have not looked at Internet marketing which is far more than just buying adwords at Google maybe you should think about dropping us a line and lets talk. You can email me at ric@bacnetwork.com.au
{mospagebreak}I recently attended a market research evening for the yellow pages, the book not the online version.
With few exceptions the general feeling in the room was that yellow pages is long past it’s hay day and in most cases people said they were either cancelling or reducing the size of their once prized yellow pages ad.
In fact, the only ones to go against the trend were those who had been with Yellow pages for a long time and now had a prized position at the front of their section, a position they had earned through years of continuous advertising and by buying a bigger advert.
One lady said she had upgraded to a full page advert (at a cost of over $30,000) just to maintain her position at the front of her section. When asked if this was producing many more results she didn’t seem too positive and indicated that she would be reviewing it next year.
Some others said a large advert and especially being at the front of their section had worked for them but many more said that they would be happy to change if they knew of a better way but until then, they were not prepared to give up their premier position to a competitor.
I wonder if the competitor isn’t laughing all the way to the bank. One way to improve the bottom line if advertising doesn’t work, is by not wasting money on advertising.
Apply it to making your offer more attractive or invest it, either will give you a better return or take the wife and kids out and at least enjoy it. Anything has got to beat stewing over how bad your advertising is working.
Of course an alternative course could be to find out what is working and try something new. If nothing else your clients will talk about you and may even send some leads your way. For those of you who have not looked at Internet marketing which is far more than just buying adwords at Google maybe you should think about dropping us a line and lets talk. You can email me at ric@bacnetwork.com.au
{mospagebreak}I recently attended a market research evening for the yellow pages, the book not the online version.
With few exceptions the general feeling in the room was that yellow pages is long past it’s hay day and in most cases people said they were either cancelling or reducing the size of their once prized yellow pages ad.
In fact, the only ones to go against the trend were those who had been with Yellow pages for a long time and now had a prized position at the front of their section, a position they had earned through years of continuous advertising and by buying a bigger advert.
One lady said she had upgraded to a full page advert (at a cost of over $30,000) just to maintain her position at the front of her section. When asked if this was producing many more results she didn’t seem too positive and indicated that she would be reviewing it next year.
Some others said a large advert and especially being at the front of their section had worked for them but many more said that they would be happy to change if they knew of a better way but until then, they were not prepared to give up their premier position to a competitor.
I wonder if the competitor isn’t laughing all the way to the bank. One way to improve the bottom line if advertising doesn’t work, is by not wasting money on advertising.
Apply it to making your offer more attractive or invest it, either will give you a better return or take the wife and kids out and at least enjoy it. Anything has got to beat stewing over how bad your advertising is working.
Of course an alternative course could be to find out what is working and try something new. If nothing else your clients will talk about you and may even send some leads your way. For those of you who have not looked at Internet marketing which is far more than just buying adwords at Google maybe you should think about dropping us a line and lets talk. You can email me at ric@bacnetwork.com.au
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