If You Lost 70% of Your New Customers, Would You Notice?

Buyers Don't Rely on the Yellow Pages Like They Used to

Customers' buying behavior has changed - for good. If your business depends on most categories in the Yellow Pages to attract new customers, you've probably seen a decline. Traditionally, people headed to the Yellow Page directory precisely when they were ready to buy. They'd check the listings to find their options, or "let their finders do the walking." Now they've got more choices.

New research by The Kelsey Group in March, 2005 found that 70% of US households now use the Internet as an information source when shopping locally for products and services. These buyers aren't going to the Internet for online purchases, nor to find distant providers. They intend to spend their money in their own community.

The Kelsey Group also found that interviewed individuals felt the search engines were a "better source of purchasing information than Yellow Pages, newspapers and magazines." The trend is being driven entirely by Internet users. Related data from other sources show that consumers who search online for purchases spend more than those using the printed directory.

Demote the Yellow Page Ad to a Smaller Portion of Your Budget

The Yellow Page industry is a Fifteen Billion Dollar industry in the US. While there are more choices of printed Yellow Page directories than ever, the buying habits of the public have moved away from using them. Computer-savvy buyers know the easiest way to find the information they want is through search engines (and since May they can do searches on the run, on their cell phones). But many small or local businesses aren't even listed.

The Kelsey Group's data is consistent with other statistics showing that the Internet has overtaken the newspaper for cars and real estate (major purchases). And it's becoming the "go-to" place for information. A study by imedia Connection found it's "second only to spouses for finding referrals."

To stay competitive, small and mid-sized businesses will be compelled to make sure they're included in search engine data bases. While it's not necessary to have a website, it helps to be listed on someone's (like a local portal or professional group). Enterprises that can't be found by online searchers risk losing sales to businesses they find instead.

Where did the Customers Go?

Many factors influence where and what a person decides to buy. Although the Yellow Pages are no longer an automatic part of the loop, many buyers consult both the Internet and the directory, not relying on either one alone. However, many shoppers only call Yellow Page ads that show a website, even it they don't intend to visit it. It goes to the credibility issue.

What's different?

- Buyers are less trusting and more willing to shop around

- Availability of Internet Yellow Pages (IYP)

- Expanded options and more ways to find them

- Aging population uses the Yellow Pages differently than young people

- Development of unique, narrow niches and specialties

- More choices for a "better deal"

- Increased immigrants and those from other cultures, unaccustomed to Yellow Page use

- Larger cities with multiple directories, rather than one large one

- Local search, whereby the search engines locate suppliers by zip code, state, city, region

Time for a Reality Check - Can You Find Yourself?

The next time you go online (or have a friend walk you through it), see how you rate in some local searches. Conduct a query in Google (then Yahoo, and MSN). Enter your type of business + Your town ("Pet Stores" + Scottsdale, Arizona).

Does your business show up? How many of your competitors are on that list? How many are ahead of you? That list is what your "missing customers" are likely to see when they're ready to spend their money. Does that experience motivate you to make a better Local Search showing?

Next, check out whether your business appears in various Internet Yellow Pages (IYP). Work your way down the list:

http://www.yellowpagesage.com/localsearch.html

Start noticing how visible you are to customers researching their local options online. You really can't afford to miss the boat.

Dr. Lynella Grant Author, Yellow Page Smarts: Make more money from your directory ad in tandem with your website http://www.yellowpagesage.com

Smarter ways to attract more YP customers. Local Search resources Off the Page Press (719) 395-9450

In The News:

This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news

Entrepreneur

This Singapore-based Startup Is Driving Growth In Ad-tech Industry Through AI
Entrepreneur
Started off as AdAsia Holdings, in the advertising technology sphere in April 2016, Singapore-based AnyMind Group's aim was to help marketers, advertisers, and online media publishers leverage on technology through a single, easy-to-use platform.


Business Insider

What you need to know in advertising today
Business Insider
What you need to know in advertising today. Lauren Johnson. 0m. Mark Zuckerberg Facebook CEO Mark Zuckerberg. Getty As Facebook faced a string of crises, it sought to tie its critics to George Soros, the billionaire at the center of many fringe right ...

and more »

Why Potbelly is going beyond Facebook for its digital advertising efforts
Digiday
As Potbelly ramps up its digital advertising efforts, the sandwich chain is beginning to focus more on underdog platforms. Last month, Potbelly ran a promoted post on Reddit, polling users on what type of cheese would be best on a cheesesteak. In ...


Forbes

The State Of Advertising Has Never Been Worse
Forbes
Advertisers push steady budget cuts, challenge fees, and force account reviews to drive down the rising cost of marketing due to the expansion of touchpoints, and the price inflation of media, content, data, and technologies. This puts pressure on ...


How McClatchy plans to pursue national advertisers' digital budgets
Digiday
From the better late than never department: McClatchy wants 2019 to be the year it starts competing for — and winning — national digital advertising campaigns. The legacy publisher, home to 30 newspapers including the Miami Herald and the Sacramento ...

and more »

Forbes

How To Choose The Right-Sized Advertising Agency For Your Brand
Forbes
acting as a spoke on the wheel that comprises their integrated marketing plan. Increasingly, marketers are recognizing the value of using specialized advertising agencies rather than a single agency that may have varying degrees of prowess across ...


Capital Press

Foreign guestworker advertising rule may change
Capital Press
Currently, employers seeking DOL certification to hire H-2A or H-2B workers must publish two print advertisements for domestic workers in a newspaper of general circulation in the area of intended employment. Lack of response can be cited as need for ...


Just Eat Hunts New Global Advertising Agency
MediaPost Communications
Just Eat Hunts New Global Advertising Agency. The Drum, Thursday, November 15, 2018 8:45 AM. Just Eat is looking for a global advertising agency and the UK incumbent, Karmarama, has decided not to pitch in the international process, The Drum reports.


Fast Company

Why the advertising legend of Trumpy Bear will never die
Fast Company
Oh, Trumpy Bear. For some, an inspiring, patriotic call to flag-draped stuffed arms. For others, a this-can't-be-real pileup of direct advertising cliches of Onion-like proportions that perfectly encapsulates the absurdity of Trump, all wrapped up in a ...
YouTube HTML5 Video PlayerYouTube
Is 'Trumpy Bear' a Real Product?Snopes.com
November 12, 2018 - TwitterTwitter
Ad Age
all 169 news articles »

Crypto Daily (press release)

Bidooh solves privacy and GDPR issues in high tech billboard advertising
Crypto Daily (press release)
Bidooh's sci-fi like digital advertising billboard screens can do this and much more. The idea for these screens came when the two co-founders of Bidooh watched a film together. The film Minority report is set in the future and the inspirational moment ...

and more »
Google News

Make the Right Advertising Decisions

Advertising is a powerful and somewhat frustrating marketing tool. It... Read More

What To Do With Your Business Cards

Without a plan to distribute your cards, there's no need... Read More

How You Can Create Advertising That Sells

A well-planned and properly executed marketing program should include a... Read More

The Secrets To Successful Radio Advertising

Ask some businesses about radio advertising and they'll tell you... Read More

Attention-Grabbing Fixes that Make Your Yellow Page Ad Leap Off the Page

Stand Out in Ways that Matter to Directory Users A... Read More

Predictions for 2010

2005 puts us at the mid-point of the first decade... Read More

When Advertising Wears Out

One of the challenges facing marketers is determining the most... Read More

Juice - Scam of the Decade or Opportunity of the Century

If you are an ardent web surfer and MLMer like... Read More

Driving Customers to You - Your Car as a Marketing Vehicle

You can turn your vehicle into a rolling advertisement. Costs... Read More

How to Create Ads that Sell with Little Effort

One of the main problems people find with marketing, is... Read More

Testimonials Convert Prospects Into Buyers

Big businesses get instant credibility with their well-known company name... Read More

Is Your Yellow Pages Ad Putting Cash in Your Pocket... or Sucking Cash Out?

Any idea? It's a question that more than a few... Read More

Offline Advertising Secrets: Using Offline Advertising to Get the Most from Your Name Squeeze Page

Many people online are not using one of the best... Read More

Trade Writing - For Cash!

Often considered as "plain Jane's" of the print world, trade... Read More

Power Headlines for Promotion Success

Do you send email to your Online audience to let... Read More

7 Essential Elements for Profit-Pulling Ads

Advertising will make or break your business. It is crucial... Read More

Secrets And Top-Tips Of Mail Order Advertising

Good Advertising creates more production, thus greater consumption, faster turnover... Read More

The Benefits of Specific Advertising

The great Claude Hopkins (Author of Scientific Advertising) once said,... Read More

Non-profit Coupon Books and Coupon Mailers for Small Businesses

Many groups like the Chamber of Commerce, ASB at the... Read More

Harness the Power of Direct Marketing - More Small Business Power Tools

One of the most powerful tools available to small businesses... Read More

Three Keys to Crafting Successful Print Ads

Want to create print ads that get results? Below are... Read More

Books, Bibles and Fast-Talkers

Every community has 'em. Fast talkers who roll into town... Read More

Why Would Anyone Want Your Business Card?

Do you remember how proud you were the first time... Read More

The Secrets of High Money Classified Ads

When used effectively, classified ads can be one of the... Read More

Developing a Formal Brand Messaging Document

Ensure everyone in your company sings from the same sheet... Read More