Yellow Pages Advertising

Telephone book advertising is said to be on the decline, but as long as people have telephones, they will be looking for a directory. Contrary to popular belief, not everyone is on the Internet. Even those who are still use the phone book. It is a way to physically see all of the choices at once.

Especially for those travelling or who have recently moved into a new area, the telephone book is an invaluable resource. Imagine being in a place that you don’t know where to find a pizza on a Friday night. Pull out the Yellow Pages. It gives you a choice of every place in town, plus their menus. And if you suddenly decide you don’t want pizza, but Chinese food instead, simply flip the page. It is all about having a wealth of information at your fingertips at a moment’s notice. It is available 24 hours a day, 7 days a week.

Those looking in the phone book have an immediate need. They are not in the research phase, they are in the buying phase. Yellow Pages advertising is about connecting with new buyers and capturing the local consumer.

People moving into a new home or apartment will spend more money in the first 8 months than they will in the next 5 years. They don’t know where to look on the Internet and they cannot drive around searching for the right store in an unfamiliar area.

In order to draw more customers, Yellow Pages advertising also features coupons inside the book. A directory features participating advertisers in an exclusive section of bold colors to attract attention. The coupons can be tracked to measure success.

For businesses and services that cater to emergency situations, such as plumbers, locksmiths, HVAC and the like, this is the place to find new customers that need immediate assistance. Everything you say in an ad will be targeted to the “I need it now” audience.

While Yellow Pages advertising is not as popular or as effective as it once was, it is extremely helpful when used in combination with other forms of advertising. It still targets an audience that no other form of advertising can touch, and therefore is a necessary tool in marketing and local advertising.

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