Comments on: In Praise of the Lowly Yellow Pages http://cansomeonepleaseexplain.com/2008/11/02/in-praise-of-the-lowly-yellow-pages/ Looking for reason in all the wrong places. Thu, 29 Jul 2010 14:22:15 +0000 hourly 1 http://wordpress.com/ By: jlsimons http://cansomeonepleaseexplain.com/2008/11/02/in-praise-of-the-lowly-yellow-pages/#comment-297 jlsimons Sun, 26 Apr 2009 15:30:52 +0000 http://jlsimons.wordpress.com/?p=180#comment-297 Thanks for the comment. (Interesting screen name, btw.) You make a compelling point about Google, small businesses and the overpromising some agencies are guilty of. When you look at potential local search volume, then run it against an estimated Click Thru and Conversion rate, some times there's just not that much potential traffic to run a business on. Of course, that depends on the industry segment. For the hospitality industry (hotels, motels, inns), the web is far more important than the yellow pages; for local retailers, services and repair businesses, I have usually found the opposite to be true. I believe paid and natural search are just one part of an integrated, multi-channel marketing strategy (albeit a critically important one). That's why I am a Director of <strong>Integrated</strong> Marketing -- the combined arms tactics of the marketing realm. Thanks for the comment. (Interesting screen name, btw.) You make a compelling point about Google, small businesses and the overpromising some agencies are guilty of. When you look at potential local search volume, then run it against an estimated Click Thru and Conversion rate, some times there’s just not that much potential traffic to run a business on. Of course, that depends on the industry segment. For the hospitality industry (hotels, motels, inns), the web is far more important than the yellow pages; for local retailers, services and repair businesses, I have usually found the opposite to be true. I believe paid and natural search are just one part of an integrated, multi-channel marketing strategy (albeit a critically important one). That’s why I am a Director of Integrated Marketing — the combined arms tactics of the marketing realm.

]]> By: SEO Specialist http://cansomeonepleaseexplain.com/2008/11/02/in-praise-of-the-lowly-yellow-pages/#comment-296 SEO Specialist Fri, 24 Apr 2009 23:34:19 +0000 http://jlsimons.wordpress.com/?p=180#comment-296 Great Article- I think you really touch on the reality of the situation. Although much can be accomplished on the web, it has its limitations and we are seeing strong signs of that as some traditional print advertisers try to seek customer volumes that will support what the yellow page programs have done for a long time. BIG MISTAKE! Plumbers, Electricians, Dentists, Doctors, Attorneys, Pizza places, restaurants, auto repair shops, cabinet guys etc all the big yellow page headings are still providing and will provide in the future the cheapest cost per call around. I have an Insurance guy which we analyzed specific to what it cost to generate a call and the Telco print book was cheapest by a long shot $12.00 per customer. Comparable leads of search sites as well as SEO programs not anywhere near that figure. In fact the cheapest was $20.00 online to make the phone ring. That is where the truth needs to be told, what does it take to actually produce a call from the web? The smart marketing people embrace the directories; specially the more used one's and uses it to their advantage to make solid recommendations to customers. I forgot to mention there are some real crazy people out there writing all kind of BS about phone book advertising, you seen some of this crap. I did a bit of digging and I will tell you what all of them have alternative motives and the BS they are spreading will ultimately put some small business people out. I actually had a Nursery owner approach me and said that this internet marketing company told him a Google ad words campaign would triple his business!! Give me a break! I will let you guess what he thinks after six months with those inflated expectations. They told him to pull all the way out of his yellow pages and he did it. WOW, is that going to change real quickly. I picked the guy up and I'm doing him a well rounded marketing program and not at the expense of his other medium's to sell him other advertising. Good Luck- Great Article-
I think you really touch on the reality of the situation. Although much can be accomplished on the web, it has its limitations and we are seeing strong signs of that as some traditional print advertisers try to seek customer volumes that will support what the yellow page programs have done for a long time. BIG MISTAKE! Plumbers, Electricians, Dentists, Doctors, Attorneys, Pizza places, restaurants, auto repair shops, cabinet guys etc all the big yellow page headings are still providing and will provide in the future the cheapest cost per call around. I have an Insurance guy which we analyzed specific to what it cost to generate a call and the Telco print book was cheapest by a long shot $12.00 per customer. Comparable leads of search sites as well as SEO programs not anywhere near that figure. In fact the cheapest was $20.00 online to make the phone ring. That is where the truth needs to be told, what does it take to actually produce a call from the web? The smart marketing people embrace the directories; specially the more used one’s and uses it to their advantage to make solid recommendations to customers. I forgot to mention there are some real crazy people out there writing all kind of BS about phone book advertising, you seen some of this crap. I did a bit of digging and I will tell you what all of them have alternative motives and the BS they are spreading will ultimately put some small business people out. I actually had a Nursery owner approach me and said that this internet marketing company told him a Google ad words campaign would triple his business!! Give me a break! I will let you guess what he thinks after six months with those inflated expectations. They told him to pull all the way out of his yellow pages and he did it. WOW, is that going to change real quickly. I picked the guy up and I’m doing him a well rounded marketing program and not at the expense of his other medium’s to sell him other advertising. Good Luck-

]]> By: jlsimons http://cansomeonepleaseexplain.com/2008/11/02/in-praise-of-the-lowly-yellow-pages/#comment-179 jlsimons Mon, 05 Jan 2009 16:25:40 +0000 http://jlsimons.wordpress.com/?p=180#comment-179 All very valid points, Ed, and the reason for my mistaken perception that Yellow Pages didn't make sense as an ad medium any more. As a direct marketer, I prefer targeted, less wasteful forms of advertising. Plus there's the green issue. You're also right that high level numbers don't always apply to every category. But we both agree that effectiveness is good, which means that for some advertisers, the Yellow Pages merit another look. Thanks for the comment. All very valid points, Ed, and the reason for my mistaken perception that Yellow Pages didn’t make sense as an ad medium any more. As a direct marketer, I prefer targeted, less wasteful forms of advertising. Plus there’s the green issue. You’re also right that high level numbers don’t always apply to every category. But we both agree that effectiveness is good, which means that for some advertisers, the Yellow Pages merit another look. Thanks for the comment.

]]> By: Ed Kohler http://cansomeonepleaseexplain.com/2008/11/02/in-praise-of-the-lowly-yellow-pages/#comment-178 Ed Kohler Mon, 05 Jan 2009 14:59:09 +0000 http://jlsimons.wordpress.com/?p=180#comment-178 Measuring performance is really important. The numbers at a high level say little about the success for any given category or business. However, at a high level, the things to consider would be the dropping popularity of print yellow pages, the dilution of print YP advertising among many brands (which one will prospective customers end up using if they decide to keep any of them?), overly broad coverage areas, the cost of distributing phone books to the 15% of people who no longer use them even once a year, etc. That being said, any form of advertising that is measurably effective is a good thing. Measuring performance is really important. The numbers at a high level say little about the success for any given category or business. However, at a high level, the things to consider would be the dropping popularity of print yellow pages, the dilution of print YP advertising among many brands (which one will prospective customers end up using if they decide to keep any of them?), overly broad coverage areas, the cost of distributing phone books to the 15% of people who no longer use them even once a year, etc.

That being said, any form of advertising that is measurably effective is a good thing.

]]> By: jlsimons http://cansomeonepleaseexplain.com/2008/11/02/in-praise-of-the-lowly-yellow-pages/#comment-139 jlsimons Wed, 05 Nov 2008 12:06:54 +0000 http://jlsimons.wordpress.com/?p=180#comment-139 Thanks for the comment, Andrew. With ROI data like that, I think you're right to try to keep your customers in print. That's one of the most important freedoms/obligations we have as direct marketers: to listen to the data and act on it. Thanks for the comment, Andrew. With ROI data like that, I think you’re right to try to keep your customers in print. That’s one of the most important freedoms/obligations we have as direct marketers: to listen to the data and act on it.

]]> By: andrew http://cansomeonepleaseexplain.com/2008/11/02/in-praise-of-the-lowly-yellow-pages/#comment-138 andrew Wed, 05 Nov 2008 03:22:45 +0000 http://jlsimons.wordpress.com/?p=180#comment-138 I am a manager for one of the larger yellow page companies, and we also do have an popular IYP and offer Google SEM. I have seen lots of businesses jump ship to early, go from spending $700/month in print to canceling and doing $2,000/month on Google expecting the WORLD. When you do the ROI on each, 9 out of 10 times they get a lower cost per lead through print, and these are much more qualified leads. I always recommend doing all 3 products. Of course I will sell my customers whatever they want, but am very hesitant to let them get rid of print totally I am a manager for one of the larger yellow page companies, and we also do have an popular IYP and offer Google SEM. I have seen lots of businesses jump ship to early, go from spending $700/month in print to canceling and doing $2,000/month on Google expecting the WORLD. When you do the ROI on each, 9 out of 10 times they get a lower cost per lead through print, and these are much more qualified leads. I always recommend doing all 3 products. Of course I will sell my customers whatever they want, but am very hesitant to let them get rid of print totally

]]> By: jlsimons http://cansomeonepleaseexplain.com/2008/11/02/in-praise-of-the-lowly-yellow-pages/#comment-137 jlsimons Tue, 04 Nov 2008 10:48:18 +0000 http://jlsimons.wordpress.com/?p=180#comment-137 Thanks for the comments, Ken and Faithful. I was just at the first day of Ad:Tech NY yesterday, and met with the people from SuperPages.com. It turns out that the same people are behind both the printed and the online versions of local search, using the same sales force to give local businesses like Joe the Plumber (sorry, couldn't resist!) the chance to be in the original and the online versions. A great example of an old tech medium reinventing itself to remain relevant and vital in a new tech era. Thanks for the comments, Ken and Faithful. I was just at the first day of Ad:Tech NY yesterday, and met with the people from SuperPages.com. It turns out that the same people are behind both the printed and the online versions of local search, using the same sales force to give local businesses like Joe the Plumber (sorry, couldn’t resist!) the chance to be in the original and the online versions. A great example of an old tech medium reinventing itself to remain relevant and vital in a new tech era.

]]> By: Ken Clark http://cansomeonepleaseexplain.com/2008/11/02/in-praise-of-the-lowly-yellow-pages/#comment-136 Ken Clark Tue, 04 Nov 2008 01:26:55 +0000 http://jlsimons.wordpress.com/?p=180#comment-136 Print YP is the original search engine, and even if many people "browse" the Internet, as a business, why would you not advertise in the media where they go when they are "ready to buy"?? Good analysis. Print YP is the original search engine, and even if many people “browse” the Internet, as a business, why would you not advertise in the media where they go when they are “ready to buy”?? Good analysis.

]]> By: Faithful ne http://cansomeonepleaseexplain.com/2008/11/02/in-praise-of-the-lowly-yellow-pages/#comment-135 Faithful ne Mon, 03 Nov 2008 14:45:55 +0000 http://jlsimons.wordpress.com/?p=180#comment-135 I had just finished looking through my own copy of the Yellow Pages, when I read your latest entry. I was looking for an alternative to my usual mass market (?) book store for one more convenient to my favorite d-i-l to purchase a gift card for her birthday. Sure enough, I found one, nearer to me than I thought and, therefore, better for both of us. I'm headed there today. I guess that was your point, from a layman's point of view. FR I had just finished looking through my own copy of the Yellow Pages, when I read your latest entry. I was looking for an alternative to my usual mass market (?) book store for one more convenient to my favorite d-i-l to purchase a gift card for her birthday. Sure enough, I found one, nearer to me than I thought and, therefore, better for both of us. I’m headed there today. I guess that was your point, from a layman’s point of view.

FR

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