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Telephone directory ads

Discussion in 'Picture Framing Business Issues' started by Z David, Aug 21, 2013.

  1. Julie Walsh

    Julie Walsh MGF, Master Grumble Framer

    I still advertise in the Yellow Pages. When people google search, the Yellow Pages come up on the first page.

    Yellow Pages introduced a 360 business profile that covers the book and on-line presence with many searchable key words.

    This past May, I was able to set up (rotating with 3 others in my category for top placement) in the Yellow Pages app. Everyone I know has a smart phone and many have downloaded the free app. They can search proximity and category with links to your website, maps as well as "call now" features. This has worked well for me.

    Now this beats the book anyday!! I am still in the book for my diehard YP book customers ;)

    Yellow Pages, for me, works.
  2. cjmst3k

    cjmst3k SGF, Supreme Grumble Framer

    Julie, you find you have more people that have downloaded the YP app then look up picture framing and find you than people searching their google app?
  3. hal

    hal Grumbler

    We have been cutting back on YP for the past several years, But our new POP program really sealed the deal. The POP requires us to ask each customer how they found out about us. Last year we had 9 sales for a total of $340. So far this year..3 at $146. I think we're done with them.
  4. cjmst3k

    cjmst3k SGF, Supreme Grumble Framer

    Another factor to think about. I managed an event for my last shopping center. That year, we cut out radio to save money. I went around and asked how people knew about the event. A number of times people told us they heard about it in ways that we didn't advertise. So, sometimes people's memory is incorrect, or they are just being polite and make something up. Mostly I hear google, or that they saw us.
  5. Julie Walsh

    Julie Walsh MGF, Master Grumble Framer

    This is just another way to get visibility. I have not asked my customers if I was found through the YP app. Last time my rep was in, he showed me the numbers of visits, clicks, bookmarks, and direct phone calls....naturally, I can't remember the specifics, but they were good numbers!

    Many of my customers are repeat, referral, and walking by the shop who come in to talk and return with their framing pieces.

    Your comment about people not accurately recalling how they heard about you is very true, thus get your name/logo/brand out there. A couple of years ago a new customer commented that they thought I was a chain based on seeing my logo in numerous places.
  6. Less

    Less SGF, Supreme Grumble Framer

    In my experience Google offers best value. I all but completely got out of the book, mostly because It did VERY little and there are very few framer listings. Last year I tried YP.com which throws in a small hard copy ad. Their online tracking number seemed an interesting way to measure if it worked.

    Monthly YP cost $108
    1 year stats
    20 calls – some of them appear to be known customers
    430 clicks
    6640 impressions (who cares?)

    I guess because it includes the hard copy and does get some exposure on affiliate sited it is worth the cost.

    Google $300 I reduced it to 150, but did not measure difference.

    1693 click
    665,270 impressions (who cares?)

    Every time I asked someone on the phone how they found me, they most often said Google, a few said internet. A LOT of people said the reviews affected their decision.

    I was considering giving up the YP and putting it into Google, but I think I will keep it. I might even add $60 a month to drive my ad on top and see what that does to the stats.

    What do you think I should do?
  7. Less

    Less SGF, Supreme Grumble Framer

    come to think of it, many of the calls from YP were likely people looking up my number on their smartphone, which accounts for some traffic. I recognize a neighbors name and a long time customer.
  8. j Paul

    j Paul PFG, Picture Framing God

    Less, I don't know how those YP clicks translate to business but 20 actual calls - REALLY. $108. per month - $1296.00 per year ( and thinking of another $60 per month. No way in the world I would pay that for that low of a return.

    I have a FREE listing in my phone book and that's it. Majority come from internet search or direct from my website. If you (or anyone else) is only selling locally, it isn't that hard to get your site to come up first when people do a search in your area. You don't have to pay for that to happen either if you put in a little time yourself. There is a wealth of shared information here on the Grumble to make that happen.
  9. Z David

    Z David MGF, Master Grumble Framer

    YP online... I think I'm paying a whole lot less than $108 a month. I'll try to remember to check tomorrow at the shop, but I think I'm paying around $30 a month.
    It seems to me than a YP listing should be fairly uniform anywhere! But what do I know!

  10. Z David

    Z David MGF, Master Grumble Framer

    Just checked my records...

    I'm paying $27 a month for YP. I don't understand why I'm paying so much Less?

    Are you under the happy ending plan?

  11. Pat Murphey

    Pat Murphey SPFG, Supreme Picture Framing God

    Market size in addition to ad size determines price.
  12. JWB9999999

    JWB9999999 SGF, Supreme Grumble Framer

    All this has made me think about it over the last week. Checked some of my numbers too. Even though the phonebook has traditionally been one of our best advertising investments, I just don't think it is any more... even in this small, old-fashioned, rural area.

    My costs for the 3 phonebooks that I'm in:
    YP: $27/month for a small bold listing in the normal white pages, and $123/month for an in-column ad, for a total of $150/month
    YellowBook: $34/month for a large bold listing in the normal white pages and an in-column ad
    A Local Directory: $33.33/month for a large bold listing in the normal white pages and an in-column ad

    I just renewed the YP deal as well, last month. But their costs seem way out of line with everything else. I was pleasantly surprised to see how reasonable my YB and Local directories are, for larger ads in both cases than what I have in YP. I think next year that I will go ahead and keep the 2 cheaper ones, as well as the bold listing in YP, but dump the in-column ad in YP.

    That's a savings of $1476 that I could orient towards google or facebook advertising. I think that's the route I will take at this time next year.
  13. Less

    Less SGF, Supreme Grumble Framer

    what does $27 get you?

    $108 includes business card size ad in print(yellow pages in column), YP.com ad with local placement. They also threw in online ad placement in the next region over. Online ad includes tracking number.
  14. Mike Labbe

    Mike Labbe Member, Former moderator team volunteer

    Wow i think we paid about 900 per month for that, 12 years ago. Our YP market is priced way out of the atmosphere - no wonder they went bankrupt.
  15. Z David

    Z David MGF, Master Grumble Framer

    What I'm talking about is just the internet listing for $27. I'm even billed separately for it.
    On that listing I'm able to load information about my business, including a map and photos.


    Galleria Z Nacogdoches, TX, 75961 - YP.com
    Get directions, reviews, payment information on Galleria Z located at Nacogdoches, TX. Search for other Picture Framing in Nacogdoches.

  16. johnny

    johnny SGF, Supreme Grumble Framer

    There are seven books that get delivered here. If I was in them all I'm pretty sure it would cost more than our company health plan. If I pick one I get 1/7 value, unless I happen to pick the most popular one but I don't think like a 104 year old so that's not a good bet. So I'm in none. Facebook has done well.
  17. Less

    Less SGF, Supreme Grumble Framer

    For the first time in eighteen years Less dropped out of YP.com and their book, after failing to negotiate a better price or a better program for the same price. It felt good. Yesterday customer retention called.
  18. Dave

    Dave SPFG, Supreme Picture Framing God

    Did they need some framing done???

  19. Bob Doyle

    Bob Doyle SPFG, Supreme Picture Framing God

    I got suckered into putting an ad on placemats once. The only time I got any calls was when the owner of the restaurant needed to get new mats. Guess he thought that if I got enough calls I would stay on the placemats and he could keep getting them for free. :)
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