OPINIONS: Yellow Pages Advertising

Originally Posted by ilovesuperpages.com Local 12:1 with 4:1 profit National 33:1 with 13:1 profit IIRC National is higher due to # of locations, ad sizes, and many numbers representing larger coverage area for consumer decision making. Also branding plays a big role.

I can't help but wonder...how do they research and determine these numbers?

I have owned a small business, and have only my own personal experience to comment on. It seems to me that the effectiveness of your yellow page advertising would be tried directly to the type of business you are in. For example, as a consumer, when I shop for auto insurance, I let my "fingers do the walking." When I need a pair of shoes, I browse the mall.

I have to admit, ILOVESUPERPAGES, I have mixed feelings about YP advertising (not all positive), but I will say this: It can be VERY effective if that is where your market is. And it can be very expensive. In the 8 years of our business, we spent about $900,000+ on our ads. Needless to say, it was our bloodline.

In our particular market niche, I don't think IYP would replace our full page ads, but we sold our business in 1998 and IYP was not a contender at that time.

One last observation. I sell low-cost websites to small businesses. Many businesses I call on have a website somehow tied to their yellow page advertising. Each one has a different story: Some think their website is free with their ad. Others think they MUST purchase their web page as part of their YP ad. Some say they are not allowed to advertise their website in their YP ad, if it is not provided by the YP company.There are many other variations. No one seems to read the fine print, and it seems like the reps are "sliding" these websites into the deals without being forthcoming with the facts.

Of course, ILSP, this has nothing to do with you, personally. There are bad apples in every barrel.

Numbers are based on nationwide call tracking via unique numbers.

hotlink or website w/ link is about 6 dollars per month difference with superpages.com IYP...... we basically offer the site for nothing. and yes...you can use it wherever you want! site is like a print ad..... the vehicle to generating leads..... not the road that gets you there.

we meaning Verizon....the company I work for.

a double truck..... 2 page spread in the vz dallas book is between 2k and 4k per month..... you spent 9,375 per month... I assume that was multiple books ey tc. Also what heading??? I think that is a pretty hefty budget..... I am really curious about you old message and campaign. Of course too many factors at play to determine whether it was a good or bad decision. Did you break even??

by the way... our Gallup number in Sarasota and Tampa are amazing! choosing another book for volume is nuts... now cost per call may be different... but you need to figure that volume is what achieves the ROI (most of the time)

Originally Posted by ilovesuperpages.com a double truck..... 2 page spread in the vz dallas book is between 2k and 4k per month..... you spent 9,375 per month... I assume that was multiple books ey tc. Also what heading??? I think that is a pretty hefty budget..... I am really curious about you old message and campaign. Of course too many factors at play to determine whether it was a good or bad decision. Did you break even?? by the way... our Gallup number in Sarasota and Tampa are amazing! choosing another book for volume is nuts... now cost per call may be different... but you need to figure that volume is what achieves the ROI (most of the time)

First of all, our ads were between the years 1990-1998. The biggest ad back then was a 3/4 page (which was called a "full page" ad). 90% of our business came from those ads. We sold auto insurance and we were the 1st ad in every book across several counties (we had 8 stores). This was with Bell South (not verizon). We spent roughly 10,000 a month.

Finally, at one point, Bell South got tired of the scramble to get 1st position every year (by creating outrageous dba's that start with the letter "A" ie: A AAA Aardvark insurance), so one year they announced whatever your placement was that year, would be your PERMENANT place (1st, 2nd, 3rd etc.). At the time there were 18 "full page" ads for auto insurance. We landed first in every book. Our yellow page ads became our most valuable asset and allowed us to sell our agency for an all-cash deal because everyone wanted our ads.

How's that for a testimonial?

[quote=ilovesuperpages.com]Of course too many factors at play to determine whether it was a good or bad decision. Did you break even??
QUOTE]
How do you define break even? Are you asking whether the gross profit off the sales that came from that advertising expenditure equaled the amount of the expenditure?

Originally Posted by ilovesuperpages.com by the way... our Gallup number in Sarasota and Tampa are amazing! choosing another book for volume is nuts... now cost per call may be different... but you need to figure that volume is what achieves the ROI (most of the time)

I don't know what this means, but the aforementioned business was in Broward and Palm Beach Counties (Bellsouth, not Verizon). I have to say I was apalled that the cost for a yellow page ad with Verizon in Saraosta was comparable to the Broward County rate despite the fact that the market has only 1/3 the population.

Spending the kind of money we did on YP advertising would have been suicide in many businesses, but our market niche, at the time, was completely YP driven. You spent the money or you closed down. Those who spent the money but were #18 instead of #1 would often close down too.

Originally Posted by RainMaker First of all, our ads were between the years 1990-1998. The biggest ad back then was a 3/4 page (which was called a "full page" ad). 90% of our business came from those ads. We sold auto insurance and we were the 1st ad in every book across several counties (we had 8 stores). This was with Bell South (not verizon). We spent roughly 10,000 a month. Finally, at one point, Bell South got tired of the scramble to get 1st position every year (by creating outrageous dba's that start with the letter "A" ie: A AAA Aardvark insurance), so one year they announced whatever your placement was that year, would be your PERMENANT place (1st, 2nd, 3rd etc.). At the time there were 18 "full page" ads for auto insurance. We landed first in every book. Our yellow page ads became our most valuable asset and allowed us to sell our agency for an all-cash deal because everyone wanted our ads. How's that for a testimonial?

wow.... that is a testimonial.... good thing the A AAAA etc. is no longer a factor in terms of display advertising. Size and Seniority only now. A AAAA is strictly the in-column battle now.

I assumed it was Sarasota. My bad.

[quote=Gary Boye]

Originally Posted by ilovesuperpages.com Of course too many factors at play to determine whether it was a good or bad decision. Did you break even?? QUOTE] How do you define break even? Are you asking whether the gross profit off the sales that came from that advertising expenditure equaled the amount of the expenditure

break even to me is about a 200% return. Pay for the ad and cost of providing the services/products. Also only a few headings have a cost of sale = cost of ad ratio. Mortgages..... Attorneys..... Industrial related...... construction related. Unless of course you are dealing with small exposusure.

Insurance is a Volume business..... avg customers are 50.00 per initial sale and 100+ annually every year following at least. I believe I am pretty accurate here.

Originally Posted by ilovesuperpages.com I work as a YP Sales Rep.... what do you guys think about YP? Open Discussion if you please.

You really seem to know your facts. Do you have any idea on what percentage of consumers use the yellow pages to find a real estate agent (Buyer's Agent and/or Seller's Agent)?