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Understanding the pros and cons of Yellow Page advertising will help you determine if and how this channel should be a part of your marketing mix. At Zimmer, we strongly believe that cross-platform strategies that take advantage of multiple types of advertising are a big part of how many businesses ultimately reach their goals.
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To see our last post on the pros and cons of direct mail ads, head here , or start with our first post about radio, here. This varies from region to region, of course, and sometimes it can be localized to the neighborhood level. Not all consumers will use the Yellow Pages, but when they do, they tend to keep the volume on hand for when they need it.
Yellow Page advertising offers some built in targeting due to the fact that everything is already categorized by industry. When a customer knows what type of business they need to provide the products and services they want, they simply have to flip to the right section to see the local options. Combined with the geographical targeting inherent to phone book listings, this is incredibly powerful.
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If your ad features a coupon, the code can be specific to each phone book geographical edition you advertise in. Similarly, you can place a QR code that directs them to a specific landing page, or you could include the URL to a landing page in the ad.
Having an ad in the print Yellow Pages positions your brand close to that final moment of truth, and the ROI is proof. That extends to YP much less than with other print mediums.
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Knowing whether your audience is using YP is what will mitigate or exacerbate this drawback. Believe it or not, there are more phone books than just the old golden standard, Yellow Pages. More importantly, however, is the fact that because of the categorical organization YP uses, your ad is probably going to be featured alongside the ads and listings for your competitors.