Browsing articles tagged with " buying Archives page 2 of 2 – Small Business Marketing Sucks"

Yellow Page Advertising, Part 2: Yellow Page Consumers—Ready to Buy

Aug 23, 2010   //   by John Tabita   //   Advertising, Business  //  No Comments


As the image above illustrates, consumer behavior towards any particular medium is what makes it a valuable advertising channel. For newspaper and magazines, it’s the number of people who have subscribed to the publication. For outdoor advertising, it’s the number of cars driving past a particular location each day. For television and radio, it’s their ratings. For a website, it’s the number of visits, or unique visits, each month.

Yellow Pages are no different. Yellow Page publishers create directories with useful content in order to get consumers to use it. The more people who use the directory, the better it is for its advertisers. Why advertise in a book that only 5 percent of shoppers use, verses one that 30, 50, or even 75 percent use?

Yet, there is one critical difference that distinguishes Yellow Pages from nearly all other forms of advertising.

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John Tabita

Marketing Evangelist and Blogger at SitePoint.com. Digital Strategy Director at HainesLocalSearch.com. Passionate about helping people and businesses reach their fullest potential and become wildly successful.

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Yellow Page Advertising, Part 1: Yellow Page Usage

Aug 19, 2010   //   by John Tabita   //   Advertising, Business  //  No Comments


It’s become an online hobby for many marketing “gurus” to diparage Yellow Pages as “antiquated” and “obsolete.” They say things like, “Who uses the Yellow Pages anymore, anyway?” or they criticize the research studies yet never provide any data of their own to prove their point.

In reality, all studies are done by independent media firms (much like the Nielsen ratings do with television). So in the interest of the truth, I present to you a joint study, conducted by two such firms, Burke and comScore, which found the following about Yellow Page usage:

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John Tabita

Marketing Evangelist and Blogger at SitePoint.com. Digital Strategy Director at HainesLocalSearch.com. Passionate about helping people and businesses reach their fullest potential and become wildly successful.

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The New Phone Book’s Here! The New Phone Book’s Here!

Aug 13, 2010   //   by John Tabita   //   Advertising, Business  //  No Comments

I’m conducting sales training all week, and one of my students showed me this video:

The Jerk came out in 1979. Since then, however, people have become skeptical about how effective Yellow Page advertising really is:

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John Tabita

Marketing Evangelist and Blogger at SitePoint.com. Digital Strategy Director at HainesLocalSearch.com. Passionate about helping people and businesses reach their fullest potential and become wildly successful.

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Marketing Your Way Through a Recession

Jun 2, 2010   //   by John Tabita   //   Business, Marketing  //  No Comments

Studies show that businesses who maintain or increase their marketing during a recession experience higher sales growth – both during the recession and immediately following.

During a recession, money gets tight and fewer people are buying. If both you and your competitors continue to advertise, you wind up competing even harder for the few customers that are left.

That’s the bad news. The good news is that, even though there are fewer customers, there are also fewer companies marketing to them, because many of your competitors will cut back their advertising. Advertising during a recession gives you a unique opportunity to win their customers and gain market share.

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John Tabita

Marketing Evangelist and Blogger at SitePoint.com. Digital Strategy Director at HainesLocalSearch.com. Passionate about helping people and businesses reach their fullest potential and become wildly successful.

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