Yellow Page Advertising Not Working?
More and more small business owners I talk to today are saying their Yellow Page adverts just aren’t drawing in the customers like it used to.
If this is your predicament as well and you’re wondering why…it’s because your potential customers have switched to other resources!
Researchers at the Kelsey Group have found that as younger generations begin making larger purchases, they will move away from traditional search methods like phone books and “use online resources at the expense of traditional media.” The Kelsey Group adds that businesses will have to adapt to these new online methods as the phone book becomes obsolete.
According to the Kelsey Group’s recent report, “2008 will be a pivotal year for the global Yellow Pages industry.”
The report highlights how small businesses will handle advertising during the economic downturn. “In the past, small- and medium-sized businesses have protected their print Yellow Pages investment at the expense of other media (such as the Internet). Given the structural changes in the local ad market, we believe the next downturn will favor media choices that are more flexible and provide a lower cost per lead than print directories, which would signal a profound shift.”
This means small-business and medium-sized businesses are predicted to begin examining alternative methods of getting the word out about their businesses, and your prospects had better keep up! It also confirms that an online presence is a less expensive and more effective method of promotion. All over the world, consumers are turning to mobile and online resources to learn more about businesses while phone directories are discarded!
If you’re still using the phone book for advertising and haven’t set up a web site to attract customers, be found online, sell products, stay in touch with your customer base and more - then you’re missing a huge opportunity for just a small investment of time and money.
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