Advertising In The Local Book (Yellow Pages)

72chevy4x4

not sure if everyone has heard of the Local Book-its a rival of the Yellow Book which I think is a national book or our (Delaware) local phone company's book, the Verizon Yellow Pages. I've been using the Local Book and Verizon for a different business for quite a few years now and have descent success-more calls from LB patrons then the Verizon book. Cool thing about the LB is that it is not as wide or as tall as the Verizon book, so the tendancy may be to set the LB on top of the Verizon book (this is how the LB rep explained it and it makes sense to me).

Fast forward and I am now getting into what I've always enjoyed doing-construction. After meeting w/ a rep for the LB and getting rates, the rates are significantly less than Verizon's book but there are a LOT of GC, Home Improvement and other specialty persons advertising. They showed me a couple of letters from two GC who advertised w/ a 1/3 and a 1/4 size color page and they swore the phone wouldn't stop ringing. The rates range from $108/mo to as much as $380/mo-I don't have that kind of money yet, but even if I did that's alot of dough (although the rates are less then the Verizon advertising).

Can anyone comment on the Local Book advertising (or Verizon Yellow Pages)? I've read other comments on the board from people who have used the Yellow Book-and they were not favorable. Here in our area, I rarely EVER see a Yellow Book-it's always the Verizon or L.B.. Doesn't make sense to advertise in something that isn't seen...on the other hand if its a handy source of getting the word out, it may be worth the ad.

dougchips

Before we place ads anywhere, we call around to several of the people who have ads in the _________ and ask them about their results. Sales rep's tend to create a bunch of BS to get people to buy ads.

PressurePros

I have done a ton of research on this topic. Go with the smallest distribution (and smallest physical sized) book that still targets your demographic. I got cute this year and thought I would hit the Yellow Book becuase of the large distirbution..more is better. I got calls from the eastern end of my county which is not the demographic I target. Old ladies wanting cat sh*t cleaned off their stoops or a bathroom ceiling painted.

A quarter page ad is fine but make it stand out. Don't make it like a brochure. Ads that list company name and services get mediocre results. Put a picture of a guy playing golf in your ad with something like.. THIS MAN IS REMODELING HIS KITCHEN in nice bold letters. It will trigger the reticular activators in a person's brain and they will be compelled to read why there is a guy playing golf amongst these ads for contractors.

Then you get him with the hook..

He called Remodeling Concepts and Designs. Find out how our certified and insured craftsmen can complete your project on time and on budget so you can enjoy the things you like to do.

Call our toll free number now to listen to 5 things you should know about the company you hire for your next project.

Set up an 800 number with a few extensions (can be done via internet cheaply) and have a recorded message or an option to pass through to your office staff or cell phone.

__________________
Ken Fenner
Pressure Washing PA
Roof Cleaning Services PA

dougchips

A Rich Hershaw M2MMarketing fan?

POOLMANinCT

phone book wil always pay for itself..

brings lousy tire kicking/price shopping calls..

in my biz i use it anyway cheapest ad i can buy, like i said pays for its self but i never plan it booking my year

ray

pinnacle1

my local area wanted 150 a month and to advertise in the Sacramento book it was 537 a month. I think Ill just get a 1 liner in my local book to start

PressurePros

Over the past three years a 46% average gross has come from phone book advertising. We are the the most expensive company in my market. It may be area dependant or you may have to look at your ad design. Name, phone number and insured does not work anymore.

__________________
Ken Fenner
Pressure Washing PA
Roof Cleaning Services PA

PressurePros

I agree with his techniques, yes.

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Ken Fenner
Pressure Washing PA
Roof Cleaning Services PA

72chevy4x4

I reread my original post and was not clear-the Local Book is local area advertising only-not national as I implied in the first line. I've never used the Yellow Book b/c of its large area coverage. The Local Book or Verizon Yellow Pages in our area covers the county.

PressurePros

Chevy, I knew exactly what you meant. Same advice still stands.

__________________
Ken Fenner
Pressure Washing PA
Roof Cleaning Services PA

marc

They do put out some great looking ads. I used them for a few months but our response rate actually went down. I thought the piece looke awsome but my customers told me different. We have had an ad in the phone book (done by them) that says
"Nobody should be aloud to hire a contractor until they have seen this FREE video"
"Even if you don't hire us, call for your Free video outlining the 7 questions you need to ask before hiring a contractor"

We have created 1087 leads YTD and only 14 came from this ad running in 3 different locations.

I would consider that a BIG FLOP. Believe me we will not do it again.

dougchips

[QUOTE=

I would consider that a BIG FLOP. Believe me we will not do it again.[/QUOTE]

Interesting feedback. Marc, did you test this in other places than the phone book? I re-did most of my marketing using his formats and have not seen an increase yet. Not sure what to blame it on, a slow 4th quarter?, a warm fall?

I am still gun shy about using the yellow pages.

POOLMANinCT

trhe book is just merel a tiny an adjunct to advertising campaign

tzzzz216

I use the standard ad they give you for the yellow pages/book and i have got a few calls from that , but i run my ad in the local paper 3 months is $99.00 and I get alot of calls from that , but then again i'm the only plumber that advertise in there , amd the rest is word of month , what I did the first year on every work order I noted who referred me to them that way you know where yours calls are coming from, believe or not most of my calls are by word of mouth .

Danahy

I hate the yellow pages. In previous years I experienced nothing but garbage, maybe one or two good ones, but that was it. I do believe that a one liner in there for the customers that forgot where they put your card, and need to find you, but the rest is crap...

This was my experience before I decided to go strickly referral only... I cut out all the ads altogether, and my business has improved significantly. Setting yourself up for referrals only is amazing. Takes abit of work, and buzz starting, but that's for another thread....

BreyerConstruct

So start that other thread! LOL

~Matt

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Danahy

done.

PressurePros

I use six forms of media with the majority of my budget going towards post card mailers. The Phone book still provides the highest rate of return bar none.

__________________
Ken Fenner
Pressure Washing PA
Roof Cleaning Services PA

Barry M

Ken

Care to share the six forms you use?

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Barry Maddox - Midwest Pro Wash
Pressure Washing Indiana
Deck Cleaning

PressurePros

Hey Barry. Don't I know you from somewhere ;-) I categorize my marketing campaigns into six categories:
1) Outdoor exposure which includes lettered truck, yard signs, bus stop benches

2) Networking which includes BNI, functions, dinners, luncheons, handing out business cards

3) Phonebook and directory listings

4) Direct mailing

5) Local print media which includes newspaper classifieds, church bulletins, co-operative menu advertising

6) Internet (an arena which I have been stubbornly slow to adapt)

2008 will see the return of my commercial division which will intriduce a seventh category - salespeople/cold callling/telemarketing

At the conference in St Louis I will break them down in more detail.

__________________
Ken Fenner
Pressure Washing PA
Roof Cleaning Services PA