Discussion
Hi all,
Sorry for yet another thread on the Yellow Pages. I've decided to go for some in print advertising and looking at a web link listing. I'd be looking at nearly 3 grand for the whole deal and surprisingly they said that the rate was not negotiable? The one thing I've noticed about most advertising firms is that their rates are usually flexible to some extent.
Considering that our advertising with Yellow Pages could potentially go up for zero (for the past 27 years I believe) to 3 grand it strikes me as quite arrogant to not even consider it? Has anyone had any experience with Yellow Pages – how much do you spend and have you managed to successfully reduce the tariff?
Cheers
Sorry for yet another thread on the Yellow Pages. I've decided to go for some in print advertising and looking at a web link listing. I'd be looking at nearly 3 grand for the whole deal and surprisingly they said that the rate was not negotiable? The one thing I've noticed about most advertising firms is that their rates are usually flexible to some extent.
Considering that our advertising with Yellow Pages could potentially go up for zero (for the past 27 years I believe) to 3 grand it strikes me as quite arrogant to not even consider it? Has anyone had any experience with Yellow Pages – how much do you spend and have you managed to successfully reduce the tariff?
Cheers
I still think the YP is a must... If nothing else it tends to add an air of legitimacy to a business. I'm keen to get a proper listing this year.
Where else would you spend a similar budget to get a good return on your investment? I only need to get one days work or a single contract for it to pay for itself and the rest of the year is then free in effect.
Where else would you spend a similar budget to get a good return on your investment? I only need to get one days work or a single contract for it to pay for itself and the rest of the year is then free in effect.
The way I've looked at it is the market we're in very competitive and unless you can carve a useful niche for yourself it is mainly price competition at that.
Being at the bigger end of the scale means that overheads are higher - however the opportunity cost of not doing a job even a fairly cheap rate could be inactivity (paying the technician per hour etc) so I believe that targeting similar means of advertising to my competition will make life a bit harder for them (nasty I know!)
The cost of the YP advertising really is nothing in the bigger picture whereas to one of my competitors (most of which aren't even VAT registered) it represents a significant outlay - I just like getting money off.
Being at the bigger end of the scale means that overheads are higher - however the opportunity cost of not doing a job even a fairly cheap rate could be inactivity (paying the technician per hour etc) so I believe that targeting similar means of advertising to my competition will make life a bit harder for them (nasty I know!)
The cost of the YP advertising really is nothing in the bigger picture whereas to one of my competitors (most of which aren't even VAT registered) it represents a significant outlay - I just like getting money off.
I know it sounds simple but it depends on the market you are after. If your prospective customers are likely to flick through the yellow book (or go to yell.com) then you have to be listed. I am no marketeer but I always try and look at the 5 p's (Presence, Product, Price, Promotion, Placement). A yp listing is only really going to serve presence and promotion.
If you are not selling to the great unwashed or want to be recognised through some other marketing means (word of mouth, google, forums, banners) then it might not represent great value.
Also if your company name is zzyxing ltd then I also wouldn't bother as know one goes to the bottom of the list.
Me? I'm not listed as I am in a very niche market and there are other specialised yellow books I pay lots and lots of money to.
Hope that helps.
If you are not selling to the great unwashed or want to be recognised through some other marketing means (word of mouth, google, forums, banners) then it might not represent great value.
Also if your company name is zzyxing ltd then I also wouldn't bother as know one goes to the bottom of the list.
Me? I'm not listed as I am in a very niche market and there are other specialised yellow books I pay lots and lots of money to.
Hope that helps.
V8 EOL said:
I know it sounds simple but it depends on the market you are after. If your prospective customers are likely to flick through the yellow book (or go to yell.com) then you have to be listed. I am no marketeer but I always try and look at the 5 p's (Presence, Product, Price, Promotion, Placement). A yp listing is only really going to serve presence and promotion.
If you are not selling to the great unwashed or want to be recognised through some other marketing means (word of mouth, google, forums, banners) then it might not represent great value.
Also if your company name is zzyxing ltd then I also wouldn't bother as know one goes to the bottom of the list.
Me? I'm not listed as I am in a very niche market and there are other specialised yellow books I pay lots and lots of money to.
Hope that helps.
If you are not selling to the great unwashed or want to be recognised through some other marketing means (word of mouth, google, forums, banners) then it might not represent great value.
Also if your company name is zzyxing ltd then I also wouldn't bother as know one goes to the bottom of the list.
Me? I'm not listed as I am in a very niche market and there are other specialised yellow books I pay lots and lots of money to.
Hope that helps.
Agreed.
In days gone by the Yellow Pages/Thomson Directory was indeed the only way to research a local service.
Of course now with the wonders of the internet, things have changed somewhat. Their market share of 'referrals' can only have reduced over time to where at a guess is much less than 50% than what it was.
For £3000, you can get a very smart website and pay to get it at the top of the search rankings. Worth a thought?
If most of your business is local to you, why not consider some trial ads in a local rag.
Then you can amend them as and when necessary or simply switch rags from time to time.
An adv in the yellow pages is quite a large committment and with no guaranteed return.
Local ads in local rags are much cheaper and you can target different areas from time to time.
I find that many people don't bother with YP to look something up and a web site is becoming more and more the route that businesses use to find a supplier.
If your customers are more domestic than business clients, try a local advert first.
Then you can amend them as and when necessary or simply switch rags from time to time.
An adv in the yellow pages is quite a large committment and with no guaranteed return.
Local ads in local rags are much cheaper and you can target different areas from time to time.
I find that many people don't bother with YP to look something up and a web site is becoming more and more the route that businesses use to find a supplier.
If your customers are more domestic than business clients, try a local advert first.
justinp1 said:
Agreed.
In days gone by the Yellow Pages/Thomson Directory was indeed the only way to research a local service.
Of course now with the wonders of the internet, things have changed somewhat. Their market share of 'referrals' can only have reduced over time to where at a guess is much less than 50% than what it was.
For £3000, you can get a very smart website and pay to get it at the top of the search rankings. Worth a thought?
In days gone by the Yellow Pages/Thomson Directory was indeed the only way to research a local service.
Of course now with the wonders of the internet, things have changed somewhat. Their market share of 'referrals' can only have reduced over time to where at a guess is much less than 50% than what it was.
For £3000, you can get a very smart website and pay to get it at the top of the search rankings. Worth a thought?
This is true - although my site looks quite terrible it does perform a reasonable job of generating work. However, I feel that there is still a market, which the Yellow Pages can satisfy. I'll give it a go for this year and if I'm not happy I can always abandon it the following year.
Thank you for your input to all members.
[quote=Davel]......
I find that many people don't bother with YP to look something up and a web site is becoming more and more the route that businesses use to find a supplier.
....[quote]
depends what business you are in, people who are internet literate and have access to it at home or work will search on the web (ie, most people on here so you'll get a bias view)
your less well off demographic (thinking sky TV, and wall to wall Nike trainers) doesn't have easy internet access so will still rely on old fashioned media like YP, teletext (now digital) and 'news' papers.
so it depends what business you are in, if its unbranded plasma TVs then definitely, if its some thing cross spectrum like bath rooms then probably, however if i was advertising bespoke furniture, then i wouldn't bother.
cheers
Custard
I find that many people don't bother with YP to look something up and a web site is becoming more and more the route that businesses use to find a supplier.
....[quote]
depends what business you are in, people who are internet literate and have access to it at home or work will search on the web (ie, most people on here so you'll get a bias view)
your less well off demographic (thinking sky TV, and wall to wall Nike trainers) doesn't have easy internet access so will still rely on old fashioned media like YP, teletext (now digital) and 'news' papers.
so it depends what business you are in, if its unbranded plasma TVs then definitely, if its some thing cross spectrum like bath rooms then probably, however if i was advertising bespoke furniture, then i wouldn't bother.
cheers
Custard
We offer broadly speaking three different but very similar business services.
Breakdown assistance - which isn't exactly responsive to print advertising.
Recovery - moving a stricken/accident damaged vehicle to the nearest/requested repairer.
Car transportation - covered vehicle transportation - for road legal vehicles.
I would argue that the second and third main business services are more responsive to any form of advertisement - indeed any work generated from the Internet is for services two and three.
I've been looking at perhaps a directory enquiries service for breakdown assistance.
Breakdown assistance - which isn't exactly responsive to print advertising.
Recovery - moving a stricken/accident damaged vehicle to the nearest/requested repairer.
Car transportation - covered vehicle transportation - for road legal vehicles.
I would argue that the second and third main business services are more responsive to any form of advertisement - indeed any work generated from the Internet is for services two and three.
I've been looking at perhaps a directory enquiries service for breakdown assistance.
Wouldn't touch it, certainly ignore the figures in the sales patter.
Had various businesses, didn't work in any of them.
My first IT company was told to expect 5-6 calls a week for the advert I placed, 5-6 sales calls a month more like. 1 contact in a year.
Friend of mine set up an IT company about threes years ago, ignored my advice, and placed an ad in several areas. Got nothing from it, and never used it again.
Works in some industries I guess, but nothing I've ever been involved in.
Worst performing marketing I've ever used.
BliarOut said:
What's better bearing in mind my above point about support when the net is all down?
Depends on your target market, reckon leaflet drop, telemarketing or advertorial would get you better results.
I've even used no-sale - no-fee guys, but nothing has beaten word of mouth or a decent web-site for me.
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