It was likely banging your head against the wall. No amount of information, data and figures we would bring out to clients helped us to wrestle some of the yellow pages budget.
Businesses and primarily small businesses (you don't see national companies with big ads in the yellow pages. Its usually just a listing) built the yellow pages empire. But like most things, the time comes when you have outlived your usefullness.
You no longer have to add color to make your ad stand out or increase your ad because your competitor's ad is bigger.
Yellow pages, the passive media, a go to at last resort, the emergency medium has met its match.
Hello Google and Google 411.
Now that $1000 a month you were paying for a yellow pages ad looks a whole lot better on your P & L.
Here is the challenge if you choose to accept it. Lets meet here next year, March 3,2011 and lets compare how many times you used the yellow pages compared to Google.
Tony Mariani
Wednesday, March 3, 2010
Monday, February 22, 2010
Saturday, February 20, 2010
How do you rate your customer service
Roy Williams, The Wizard of Ads, says that all the advertising in the world can't fix the problems inside a business.
"It's not my job", seems to be soup du jour. If that's the problem in your place of business, I suggest zappos.com. Check out the culture of Zappos. It's everybody's job to do whatever it takes to make the customer happy.
A $400 voucher of your next flight or no charge for the bad entree doesn't do anything to win customers or create positive word of mouth in today's digital age.
You want to win friends and influence people? No charge for dinner and the next time you come is on the house and your next flight is on the house and in first class, that is customer service.
Never ask someone to come back and pay money to try you again even if you are discounting their next experience. What do you think will get you more positive word of mouth? If I come back to take advantage of say a $400 voucher and the service sucks again?
The only way to right a bad experience is NO CHARGE the next time you dine or fly with us.
"It's not my job", seems to be soup du jour. If that's the problem in your place of business, I suggest zappos.com. Check out the culture of Zappos. It's everybody's job to do whatever it takes to make the customer happy.
A $400 voucher of your next flight or no charge for the bad entree doesn't do anything to win customers or create positive word of mouth in today's digital age.
You want to win friends and influence people? No charge for dinner and the next time you come is on the house and your next flight is on the house and in first class, that is customer service.
Never ask someone to come back and pay money to try you again even if you are discounting their next experience. What do you think will get you more positive word of mouth? If I come back to take advantage of say a $400 voucher and the service sucks again?
The only way to right a bad experience is NO CHARGE the next time you dine or fly with us.
Friday, February 19, 2010
Ads that are a numbers game
Newspaper ads that are a laundry list of weekly specials do not work on radio.
A sofa, chair and love seat for 999.99 or a queen size 792 pocket coil for 499.99 and with the 100 dollar rebate is only 399.99 but only until 6 pm Saturday the 15th at 1234 Main street. Call Acme Furniture 555-1212 for more info. Open 7 days a week 9 to 6.
That ad is a tune out.
The explosion of media choices has shortened attention spans. And price point advertising on radio is so 70's and 80's.
If its all about price point in your advertising, remember you are at the mercy of the competitor who can always sell it cheaper.
Tony Mariani
A sofa, chair and love seat for 999.99 or a queen size 792 pocket coil for 499.99 and with the 100 dollar rebate is only 399.99 but only until 6 pm Saturday the 15th at 1234 Main street. Call Acme Furniture 555-1212 for more info. Open 7 days a week 9 to 6.
That ad is a tune out.
The explosion of media choices has shortened attention spans. And price point advertising on radio is so 70's and 80's.
If its all about price point in your advertising, remember you are at the mercy of the competitor who can always sell it cheaper.
Tony Mariani
Thursday, February 18, 2010
And the award goes to
Motor trend car of the year. Award winning car of the year. This year's top homebuilder.
You get the drift. The line is old and overused in ads.
Awards are won and lost each year. What do you use for copy next year when you aren't the cock of the walk?
Nobody is buying that award winning stuff and it doesn't build brands.
Tony Mariani
You get the drift. The line is old and overused in ads.
Awards are won and lost each year. What do you use for copy next year when you aren't the cock of the walk?
Nobody is buying that award winning stuff and it doesn't build brands.
Tony Mariani
Tuesday, February 16, 2010
Do you deliver what your ads promise
Here is an ad for DoubleTree Hotels.
Wish I could say my stay was all of that.
United Airlines put 8 of us up at the Double Tree on Ilaff in Denver because the airline caused us to miss our connectors. Airlines have arrangements with hotels so it shouldn't be a surprise when you show up with vouchers.
Sadly it was. Instead of, "Hi and welcome to the DoubleTree Hotel. We are so sorry you missed your flight home but not to worry, we are going to do everything possible to make you feel at home. Can I get you a bottle water or juice while we get you checked in?"
No it was, "credit card and license please. Sign here and the elevator is on the other side of the pillar!"
Calm cool relaxed. Nice positioning statement and claim. You don't deliver the goods.
Tony Mariani
Wish I could say my stay was all of that.
United Airlines put 8 of us up at the Double Tree on Ilaff in Denver because the airline caused us to miss our connectors. Airlines have arrangements with hotels so it shouldn't be a surprise when you show up with vouchers.
Sadly it was. Instead of, "Hi and welcome to the DoubleTree Hotel. We are so sorry you missed your flight home but not to worry, we are going to do everything possible to make you feel at home. Can I get you a bottle water or juice while we get you checked in?"
No it was, "credit card and license please. Sign here and the elevator is on the other side of the pillar!"
Calm cool relaxed. Nice positioning statement and claim. You don't deliver the goods.
Tony Mariani
Monday, February 15, 2010
Location, location, location
This is Mario. He has been repairing watches for 15 years in Puerta Vallarta, Mexico.
This is his business location.
Mario's business is on a bridge that is at the foot of one of the big market areas. While I wandered by he had a couple of customers waiting to have batteries replaced for 40 peso or about 3 and half bucks.
No rent, no staff and your advertising consists of a buck and half to buy the paper and marker to make his store signs.
Now that's priceless.
Tony Mariani
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