Local Marketing

Yellow Pages Value

By | 02.04.10

Yellow Pages Value

The bottom line is that CRM Associates’ research and analysis of Yellow Pages value can be easily summarized in the following 5 points:

Relevance
Yellow Pages are the most powerful medium for reaching active shoppers: One out of five individuals in an active shopping mode use the Yellow Pages for information — more, on average, than any other advertising medium.

Efficient
Yellow Pages are the most efficient and effective medium for reaching people ready-to-buy: Almost all users of the Yellow Pages (89%) will make a purchase. No other medium is this targeted and no other medium can boast this high of a follow-through.

Decision-Impacting
Yellow Pages ads help shoppers make purchase decisions: The majority (58%) of Yellow Pages users are actively shopping (have not already chosen a business). Even those that open up a directory with a single name in mind get curious and look at other ads — 56% of these users view other ads, and they look at 4 ads on average. In net, close to three quarters of users of Yellow Pages end up being shoppers and view multiple ads when they go to a heading.

Permission-based, Full-engagement, Highly Effective
Users are fully engaged. Users pay attention to ads because users actively seek out the information when they have an immediate shopping need.

Brings in Great Customers

  • The majority of customers (54%) received through the Yellow Pages are new customers to a business.
  • Roughly one out of five Yellow Pages references are for business purposes.
  • Because Yellow Pages ads do a great job of “pre-qualifying” customers, businesses have a strong chance of converting Yellow Pages users that contact them to paying customers.

Source: CRM Associates, Driving Growth Through Better Use of Sales and Marketing, 2009

(Visited 58 times, 1 visits today)
Comments

Like what you see?
Get more free content.

Next Up In Local Marketing

[Podcast] Digital Marketing + Brand Vision = Business Success

Branding

[Podcast] Digital Marketing + Brand Vision = Business Success

Having a deep understanding of the core business and a well-defined brand are the keys to success for any...

Read More

[Podcast] Dive into the Secrets to Franchise Success with Fish PR Consulting

Back Office

[Podcast] Dive into the Secrets to Franchise Success with Fish PR Consulting

Did you know that franchise companies provide jobs for about 8 million Americans today? Owning a franchise allows individuals...

Read More

Scuba School Tries Text Marketing to Kick Off New Season

Business Websites

Scuba School Tries Text Marketing to Kick Off New Season

Not only was Haigh Quarry prepping for a new season of scuba diving instruction, but, like everyone else, they...

Read More