Each year, there is an arms race Yellow Pages where competitors in each category are encouraged to switch to another. There is only one winner in this arms race, and it's not you! Too many advertisers are wasting their money on Yellow Pages advertising without first considering their marketing strategy. Here are seven ways that you can lose your money.
1. Attempting to outspend your competitor
Once Yellow Pages has convinced increasing instead of your ad, they correspond to your competitors or to outbid you. This becomes an annual auction, with some categories containing pages of half and full-page advertisements. A buyer can be overwhelmed with choice and may make their decision before they even get to your ad. Priority in the list is given to those who have pledged the longest in a given category for an ad size. You can get closer to the front by the expansion of your ad or if someone else closest to the front ceases advertising.
2. Putting all your eggs in the basket of Yellow Pages
A decision of advertising is something that you should do after having developed a marketing strategy. Many companies in advertising in the Yellow Pages, just because that's what everyone else does. You do not become a leader by following the herd. You have to figure out your return on investment for your investment in this marketing channel. Ask your Yellow Pages advise how the head of a particular size ad generates in your category. Then, ask yourself how many of these tracks do you convert into sales, and then decide whether this is a good investment.
3. Engaging in destructive Face to Face Competition
When you advertise in the Yellow Pages, not only prospective buyers can see your ad and your offer, which allows your competitors. This can result in price competition that can turn your product or service into a commodity. Yellow Pages make comparison shopping easier for buyers and market research easy for the competitors.
4. Too spend there
When spending on a Yellow Pages ad, you can invest in size and colour. The size is important, but what you put in the ad, your copy, is far more important. It is better to go down a size and spend the money you save on a writer. Good copy can generate up to 20 times the response as poor copy. Color is also important, but not as important as the size, so go up to size rather than go to colour, which is dear to his return. If your category is cluttered with large ads, investing in your copy is essential.
5. Based on the design Yellow Pages free service
Ad design is important. Yellow Pages offer a free design service, but its worth what you pay. The typical design is done in 15 minutes. As they are designing tens of thousands of ads we can not really expect special attention, especially since he is no charge for this service! When designing your ad, they will appeal to your vanity, rather than your customers. So they will put "Joe's Plumbing" in the title. But buyers do not care about Joe, that is, and are far more interested in why they should use Joe. This requires some marketing analysis of your points of difference and, ultimately, the provision of benefits, which will not happen in 15 minutes!
6. Put your ad in the wrong category
If you are a plumber, hence the decision to place your ad is easy. But if your business is in a fairly specialized market such as oil refinery plumbing, there is probably no good category for you. In fact, for many companies B2B Yellow Pages is a poor marketing tool. Ask yourself, if a buyer look to find out about your business, it may not even be in the Yellow Pages.
7. Depending on old technology advertising
Every year, increases in advertising on the Internet, with less spent on print advertising. Yellow Pages is now available online and for some companies this is a better option, particularly with a link to their website. When they are sold paper Yellow Pages ads, you may be offered complimentary online advertising. However, unless your ad is near the front, you will be invisible to buyers who will rarely go further than three pages. It's also worth paying for a link to your website.
The Yellow Pages are consultants to the commission to sell advertising. They are not interested in you to go as far as possible, not on providing the best marketing solution for your business. Advertising is not the same as marketing! Good advice on the marketing of whether and how you should advertise is money well spent. Not only can this increase sales, but it can save you thousands of dollars in advertising.
Before making a decision on Yellow Pages advertising, you should consider all of your channels, and make decisions on how much you invest in each dependent on their ability to attract prospects. Having determined how much you invest in the Yellow Pages, some market analysis and invest in your ad text. This is particularly important for large image sizes. Yellow Pages advertising can be rewarding, but should only be considered as a single part of your overall marketing strategy.
1. Attempting to outspend your competitor
Once Yellow Pages has convinced increasing instead of your ad, they correspond to your competitors or to outbid you. This becomes an annual auction, with some categories containing pages of half and full-page advertisements. A buyer can be overwhelmed with choice and may make their decision before they even get to your ad. Priority in the list is given to those who have pledged the longest in a given category for an ad size. You can get closer to the front by the expansion of your ad or if someone else closest to the front ceases advertising.
2. Putting all your eggs in the basket of Yellow Pages
A decision of advertising is something that you should do after having developed a marketing strategy. Many companies in advertising in the Yellow Pages, just because that's what everyone else does. You do not become a leader by following the herd. You have to figure out your return on investment for your investment in this marketing channel. Ask your Yellow Pages advise how the head of a particular size ad generates in your category. Then, ask yourself how many of these tracks do you convert into sales, and then decide whether this is a good investment.
3. Engaging in destructive Face to Face Competition
When you advertise in the Yellow Pages, not only prospective buyers can see your ad and your offer, which allows your competitors. This can result in price competition that can turn your product or service into a commodity. Yellow Pages make comparison shopping easier for buyers and market research easy for the competitors.
4. Too spend there
When spending on a Yellow Pages ad, you can invest in size and colour. The size is important, but what you put in the ad, your copy, is far more important. It is better to go down a size and spend the money you save on a writer. Good copy can generate up to 20 times the response as poor copy. Color is also important, but not as important as the size, so go up to size rather than go to colour, which is dear to his return. If your category is cluttered with large ads, investing in your copy is essential.
5. Based on the design Yellow Pages free service
Ad design is important. Yellow Pages offer a free design service, but its worth what you pay. The typical design is done in 15 minutes. As they are designing tens of thousands of ads we can not really expect special attention, especially since he is no charge for this service! When designing your ad, they will appeal to your vanity, rather than your customers. So they will put "Joe's Plumbing" in the title. But buyers do not care about Joe, that is, and are far more interested in why they should use Joe. This requires some marketing analysis of your points of difference and, ultimately, the provision of benefits, which will not happen in 15 minutes!
6. Put your ad in the wrong category
If you are a plumber, hence the decision to place your ad is easy. But if your business is in a fairly specialized market such as oil refinery plumbing, there is probably no good category for you. In fact, for many companies B2B Yellow Pages is a poor marketing tool. Ask yourself, if a buyer look to find out about your business, it may not even be in the Yellow Pages.
7. Depending on old technology advertising
Every year, increases in advertising on the Internet, with less spent on print advertising. Yellow Pages is now available online and for some companies this is a better option, particularly with a link to their website. When they are sold paper Yellow Pages ads, you may be offered complimentary online advertising. However, unless your ad is near the front, you will be invisible to buyers who will rarely go further than three pages. It's also worth paying for a link to your website.
The Yellow Pages are consultants to the commission to sell advertising. They are not interested in you to go as far as possible, not on providing the best marketing solution for your business. Advertising is not the same as marketing! Good advice on the marketing of whether and how you should advertise is money well spent. Not only can this increase sales, but it can save you thousands of dollars in advertising.
Before making a decision on Yellow Pages advertising, you should consider all of your channels, and make decisions on how much you invest in each dependent on their ability to attract prospects. Having determined how much you invest in the Yellow Pages, some market analysis and invest in your ad text. This is particularly important for large image sizes. Yellow Pages advertising can be rewarding, but should only be considered as a single part of your overall marketing strategy.
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