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Yellow Pages - To Advertise or Not To Advertise  

by Cidnee Stephen 

It's that time of the year, when those of you who have yellow page listings will be receiving calls for renewals, and those of you that are thinking about it, will need to think about booking. Every year in the spring, I get asked 2 common questions about the yellow pages. So I thought I would address them for you in this issue.

Question One: Should You Be Advertising in the Yellow Pages?

With so many other ways to access information today, it should be no surprise that the effectiveness of directory books such as the Yellow Pages is on the decline. However they still are a main source of information for visitors in a hotel room, or users of public telephone booths. Some older age demographics also prefer them to other alternatives. It is expected that we will continue to see these familiar yellow books around for approximately 10 more years. So whether they are right for you really comes down to knowing the search habits of your ideal clients.

ASK. Ask your clients if they are likely to be searching for your type of business in the yellow pages. There are many types of businesses, like plumbing, electrical, and take out restaurants, that people tend to seek out in the yellow pages first.

Whether or not you should invest heavily in the yellow pages, therefore depends a lot on whether your target audience is likely to look for you here vs. other venues like the Internet or a physical store location.

Before you make your decision on this alone, you should also consider that the Yellow Pages have 2 different directories. They have the hard copy version which we are most familiar with, and they also have an online version.

Don't overlook the online version. Have you ever searched online for a company and had their company information and a little map to their whereabouts show up right at the top of the listings? This is called either Google Local or Yahoo Local depending on which search engine you are using. Both Google and Yahoo get their information from what they deem credible sources and one of these sources is the phone directories.

Needless to say, the online directory is also an attractive resource for those who search online.

Question Two: How Do I Stand Out From the Competition?

Try this. Have a look at your industry section in the yellow pages. More often than not, you will see that they follow a similar format. In fact in most cases that format includes the company logo in a prominent position, 3 bullet points of info (for some odd reason) and finally contact information. If your ad blends in with all the rest, you are making it very difficult for the reader to choose which companies to call.

No differentiation leaves you exposed to price comparisons. If being the best price is your strategy, then not a big deal. But if you are trying to stay clear of the bargain basement shopper, you need to give them something of value in your ad.

Check out the tips below when designing your yellow page ad.

Designing Your Yellow Page Ad

* Change Your Headline. Unless your brand or logo is well established, lead with the most common pain or frustration you can alleviate for your audience.

* Call to Action. Instead of the 3 point product dump, think of an offering that is different from the competition. This might be a loss leader or a FREE offering. Perhaps it's an area where you have a particular expertise. Make sure it is different from what is normally offered in your industry. Make it easy and exciting for them to call you today.

* Measure. Add contact info that is easy to track. Maybe you ask them to mention promo code 1234, or you use a different phone number or you direct them to a special web address. Like all advertising, it is important to measure the effectiveness for future planning.

Cidnee Stephen may be contacted at http://www.strategiesforsuccess.ca sonja@strategiesforsuccess.ca. Click here to view more of their articles.
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About the Author

Cidnee Stephen is the owner of Strategies for Success - a marketing company that focuses on the needs of budget minded small businesses and professional services. She has helped hundreds of small businesses get out of their peak and valley ruts to finally achieve that next vital level of success. Cidnee is also a sought after speaker, writer and blogger on marketing topics that affect small businesses and B2B service based operations. Feel free to use this article as long as you include the following: by Cidnee Stephen of Strategies for Success http://www.strategiesforsuccess.ca  

The Power Of Gift Cards 

by Stefan Hyross

Gift cards have been around for years. You have seen them in all the big stores such as Home Depot, Macy's and Walmart and large chain restaurants such as TGI Fridays. These are such powerful instruments that 80 percent of the top 100 retailers in the United States say that gift cards represent the largest single selling item for them. Today, more and more small and medium size retailers and jumping on the gift card train.

A gift card program will have undeniable advantages to a small and medium size retailer. They are convenient alternatives for people who do not know what gift to buy for a friend of family member. They will expand a business' customer base with very little investment. And they provide businesses with immediate cash while the product or service is supplied at a later date.

Retailers are also discovering that gift cards are a powerful marketing tool. A retailer that does not have a gift card program in place may be considered less attractive than a competitor offering the service. However, to be effective, a gift card program must be attractive to customers. Creative packaging plays an important role in gift card giving. Retailers are offering creative and visually appealing packagings to increase the perceived value of the gift and add to the gift card experience.

Gift cards are great tools for retailers as they often increase their overall sales. On average, consumers will spend between 20 percent and 40 percent than the amount of the gift card. For some retailers, this can translate into significant new revenue.

Almost as important as the gift card itself is the packaging that is made available. Enhanced packaging are a great way for a retailer to stand out so that a gift card does not get lost in a sea of cards. Customers are now more discerning than ever and are looking for ways to make a gift card look special. The packaging plays a crucial role as it completes the gift. This is particularly true when the packaging is available free of charge. In a recent survey, 84 percent of respondents said they would buy a gift card if it came with free packaging. 55 percent of respondents said they would buy a gift card if it came with packaging to be purchased and that number went up to 62 percent if they had options in terms of packaging. To enhance the overall gift giving experience, consumers are seeking innovative gift card packaging such as pouches, bags, tins and boxes in which to store the cards. Retailers are answering by getting more creative. Gift cards are no longer restricted to a personal gift to a friend or family member. Employers are discovering the advantages of giving gift cards as a way to recognize or motivate employees. Employees enjoy these gift cards as they often find them more exciting to receive than cash. They are also more comfortable talking about gift card rewards than monetary gifts. So if you have not yet established a gift card program for your business, now is a good time to get started. Consumers no longer see gift cards as impersonal and boring presents. All you have to do is make your gift cards and packaging appealing.

Stefan Hyross may be contacted at stefanhyross@gmail.com. Click here to view more of their articles.

Stefan Hyross writes for Gift Card Occasions which provides gift card holders for both corporate and retail companies. feel free to visit the site to view the full line of unique gift card packaging for every occasion.

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