1. Has the Continuous Decline of the Yellow Pages Hurt Your
Company?
There was a time when advertising in your local Yellow Page Phone Book was virtually a
must do type of advertising for local businesses that would like to reach local customers.
From local plumbers, gardeners, and attorneys to accountants and restaurants everybody
knew that having an advertisement in the phone book was practically a sure way to have
even more sales walk through your front door. And the providers that owned the telephone
directories went out of their way to sell you as much ad space as you wanted, for a cost. And
that rate could be very high without a doubt. Literally thousands of dollars monthly. And to get
an ad in the phone book additionally included that huge one year commitment. It was most
definitely a decision that could possibly have a massive financial impact on a small business.
But for lots of small companies that wanted to draw in new consumers the choice to spend
those bucks on phone book advertisements was an easy one.
Times though have certainly changed significantly. Because of the net small business
owners now have more options. In fact I have actually consulted with a lot of small business
owners in the last year that completely believe the days of marketing in the yellow pages are
gone. In fact they state it's come to be a massive waste of marketing dollars and they are
ditching the phone book in droves and moving those advertising dollars online. The idea of
committing the few advertising dollars that a small company may have to a one year
agreement costing hundreds or thousands of dollars a month is no longer attractive.
So right here are the questions I have.
1. If your company has traditionally marketed in your local phone book have you seen a
decrease in sales that stem from marketing there?
2. Do you believe that phone book marketing is perishing or is it already dead?
3. Will you continue to market in your local phone book or do you mean to drop your
marketing when your agreement is up?
4. Assuming you are going to drop your yellow page marketing where will you spend those
dollars in the future to market your company?
There was a time that local businesses were practically held captive by the yellow page
companies. If they wished to be seen in your area they needed to market and the marketing
prices were through the roof. You could not actually measure your return on financial
investment. But fortunately for local businesses those days are over.
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