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Yellow page info

B. Newman

SGF, Supreme Grumble Framer
Do you have a "marketing notebook? If so, here is some great info for your section on Yellow pages marketing. From Sherpa Marketing - another of those "e-zines" that I get.

SUMMARY: Did you know 57% of Americans don't use online search engines on a
regular basis? Turns out 15 billion searches per year are still conducted via
the printed Yellow Pages.

Yes, that's 15 billion searches.

Unfortunately, most Yellow Pages ads are ... lousy. Your ad probably could be
getting a much better response rate. Discover the typical mistakes and how to
fix them:
(Open access until Oct 14th)
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Baer Charlton

SPFG, Supreme Picture Framing God
Great tip Betty.

Now, for Portland/Vancouver area . . . which yellow pages: DEX, GTE, Qwest, Arnold, NWYP, and I'm sure I'm missing some in our stack.....


Sherry Gray

CGF II, Certified Grumble Framer Level 2
I've used yellow page advertising in various formats for the 9 years I've owned the business. My POS won't let me finish the customer order without choosing/asking where that customer came from. When I print a report of where my business comes from, yellow page advertising (in 2 books) is down on the list. I changed one ad to no color and a smaller size; and one ad to a bold heading only. The percentage of my business from yellow page advertising didn't change; so I spent those advertising dollars elsewhere and got much greater return for the investment. You can throw a lot of good money after bad if you don't know what your return on investment is. I read two books about getting the most from your yellow pages, followed the stated rules, and finally decided that yellow page advertising, for my business, is not a main source of new customers; however, it may be for some shops.


True Grumbler
Thanks, Sherry for sharing your experience and research. My shop is only 6mos old and I am not sure where to spend my advertising bucks. We are in a relatively small town. Good rates on the local radio. That and perhaps direct mail (postcards?) before Chrismas and a booth at the local festival (Gingham Tree) that pulls a lot from both the community and surrounding areas. Newspaper ads have not seemed to be very effective and are quite costly. Have not considered yellow pages because of cost. We are poor!! Any helpful advise? By the way, you guys are great. Thanks to all the "old pros" who so willingly share their experiences with us rookies!

Bill Henry-

SPFG, Supreme Picture Framing God
This forum has been somewhat contentious in the past over the Yellow Pages question:

Many of us have anecdotal information concerning our use and expensive of that mode of advertising. Some believe that “display ads” are the only way to get your name out there. Others believe that “In Column” listings or space ads are more cost effective.

No body here can really tell you what your best course of action is.

I would suggest you get a copy of Barry Maher’s book, “Getting the most from your Yellow Page Advertising” (www.aegisbooks.com). It’ll pretty much tell you what works and what doesn’t and suggest ways to make your advertising more effective.


SGF, Supreme Grumble Framer
I think alot of customers still use YP. But a growing segment of our target customers (those with $$$) seem to shy away from YP and get more specific information from the Web. Hence the $2K or so we're putting into our new website - watch this space for details)

It's too easy to rely on the ad rep - remember that they are always going to have the bestmedium for your market. Whether it's newspaper, radio, TV, or whatever, their numbers will always skew toward the people you're looking for. Radio's cheap IF it reaches the people you're looking for. Listen to the stations you're thinking about - who else advertises with them? Are they looking for the same client base you are?

We've changed our YP ad this year - threatened with a cutback and got an upgrade instead - but next year we'll probably cut back anyway. For us, in our market, with our desired clientele, direct mail, community involvement and word of mouth work best. We're still doing some print ads in a new women's magazine for awareness and image.(always gotta try something new if it makes sense)

The most important thing you'll find about advertising is that you'll NEVER know for sure what works and what doesn't. I've had customers tell me they heard us on the radio (Never been on it) and others who saw our article in the City magazine (never been there, either). Be consistent, know who your target people are, know how to reach them, and follow through.

No, Betty, we don't. Yes, Betty, we will. Thanks
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