And it took little work: You placed the ad, it ran for a year and you waited for the phone to ring. Not so today. The convenience of "set it and forget it" is now trumped by the more labor intensive but productive SEM options.
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Advertising in Yellow Pages, on or offline, is not a branding exercise. It is purely lead generation. So, it is not hard to understand what your own ROI is for this marketing initiative, or at the very least where your break-even point is for each campaign:.
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That is more than one call a day from your Yellow Page ad, in this example. People especially older demographics do still reach for the printed Yellow Pages when they need a local business in a hurry. For instance, plumbers should think hard before they ditch their local phone books. Personal injury lawyers should also track their incoming leads closely before deciding to stop their ads. There are lots of examples of businesses that service folks with urgent needs who may benefit from staying in the books. You don't run a charity, and your business needs come first!
The biggest culprit appears to be the Star Tribune, which appears to have been dropping off free promotional copies of the Sunday edition for several months running. Yellow Book and Dex are big contributors, too. Are they going to figure this out on their own?
I have my doubts. Instead, he took an even more radical step: He opened it! And what did he find?
Ridiculously outdated business listings. He said that they will accelerate.
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If they are serious about improving their balance sheets, one way they could save money starting today is by halting delivery of phone books to vacant properties, properties that already have a rotting phone book on their porch, or to properties that no longer want them. Portland is one of the greenest cities in the country. This is not the kind of place where residents jump up and down with glee when they come home to find plastic wrapped printed spam on their doorsteps.
Idearc Media, the company that carpet bombs Portland in the spring with their Verizon Yellow Pages spam, put out a press release encouraging people to recycle their previous directories. They also mention that you can use their online directory at Superpages. St Paul is also getting hit.
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Kenneth called me to tell me he had a visceral reaction earlier today when a phone book was delivered to his home in Highland Park. Luckily, he was able to catch the delivery guy and give it back to him.
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The Yellow Pages Association boasts about how they managed to defeat legislation in Washington state designed to increase awareness of the opportunity to opt-out of phone book deliveries. Why can people be sent to jail for sending unsolicited email, yet phone book companies are allowed to drop pounds and pounds of paper spam on our doorsteps:. The Washington state legislature has introduced House Bill This legislation mandates that publishers and distributors of telephone directories abide by an opt-out registry.
Specifically, a publisher must develop a way for recipients to opt-out of delivery, provide clear instructions to the recipient regarding how they may opt-out and the opt-out instructions must be printed on the front or back cover of the directory. The bill has now been passed to the House Rules Committee for further consideration.
YPA has engaged the assistance of a veteran lobbyist in Olympia to help educate legislators about the Yellow Pages industry and to defeat this bill. After several weeks of intense lobbying, we are very pleased to report that as on February 19th we successfully defeated HB Skip to content Here is a vacant house in Cleveland: And here is the view from the porch: It looks like every yellow pages company in Cleveland has done their part to pollute this property. Please consider less damaging advertising channels.
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PM also found this YouTube video of a guy wandering his neighborhood where he found DEX directories delivered to vacant properties: This is a nationwide problem that the industry is failing to address on their own. If not, why not?
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Dylan breaks down the damage done by our local print spammers: The biggest culprit appears to be the Star Tribune, which appears to have been dropping off free promotional copies of the Sunday edition for several months running. This would save a ton in printing, transportation, and distribution labor costs.
Why can people be sent to jail for sending unsolicited email, yet phone book companies are allowed to drop pounds and pounds of paper spam on our doorsteps: Yellow Pages Association Public Policy Washington The Washington state legislature has introduced House Bill Does that proposal sound unreasonable to you?