I am not sure why anyone would want to launch another Yellow Pages, Super Pages or whatever pages. I didn’t even know there was a new competitor to the yellow pages until a client showed me the new EZ Phone Finder book.
In the days of rotary phones, the yellow pages ruled.
Today my phone book levels the work bench in the garage.
Yellow pages are a service directory. It was and is used for emergencies.
You had a plumbing problem, you would call everyone in the book until someone came and fixed it. You didn’t care if they were Hare Krishnas. You want the problem fixed NOW.
The internet has changed the yellow pages. So why are you are still spending huge dollars in a book that sits closed 99% of the time.
It’s to late for this year, so print off this column and next year when your yellow page rep comes to sell you again, here are just a few questions to ask:
1. How do consumers use the yellow pages
2. Explain in column listings and display listings.
3. Share some success stories and of those success stories how many of those businesses were in the panic caller business.
4. Are there marketing dollars that manufacturers pay for where my business can be listed.
5. What are trade service listings.
6. Are their market research reports of usage of yellow pages.
Think of the top five businesses advertising today. Now take a look in the yellow pages and see if those businesses have full page color ads. Chances are its a column listing with their logo and list of addresses.
If you are using big colorful ads in more than one category, your money could be better spent especially if you are also using traditional media.
Here is a good exercise if you are spending money in the yellow pages. Open the book to your business and have a look at the ads around your business. If you cover up the name of your competitors, do all the ads look the same?