\n Stay Forward <\/h2>\n
\n Get exclusive insights into digital
media's top-trending topics delivered
directly to your inbox. <\/p>\n <\/div>\n\n
\n
\n
It\u2019s a fact. We use the Yellow Pages more often\u00a0than we’d like to\u00a0admit.<\/p>\n
I was recently with a client demonstrating the strength of Yellow Pages in their particular vertical.\u00a0 And before you ask, yes, usage has declined.\u00a0 However, there are still 11 million references a year to this particular category.\u00a0 Furthermore, when someone is using the Yellow Pages to find a business to work with, they take action.\u00a0 62% contact a business and of those that make contact \u2013 71% purchase.\u00a0 The cherry on top is that 79% are new customers to the business when getting there from a Yellow Pages reference.\u00a0 Not too bad for the relic that we often think of when someone mentions Yellow Pages.<\/p>\n
Back to my interaction with the client though.\u00a0 After discussing the research and trends and stats noted above, I still got the following response\u2026<\/p>\n
\u201cI know, but I just don\u2019t see it.\u00a0 I mean, I can\u2019t even remember the last time I used the Yellow Pages\u2026in fact, I\u2019m not even sure I have one at home\u201d.<\/i><\/p>\n
I love getting this response because I completely understand this point of view.\u00a0 In fact, were it not for buying my first home 5 years ago, I would likely respond the same exact way.<\/p>\n
However, I did buy my first home 5 years ago, and with it came a host of purchases that I had never before been in the market to make such as pest control, tree removal, air duct cleaning, and even carpet cleaning.\u00a0 When in the purchase mode for these services, I started with Google – every.single.time.\u00a0 However, in the mid-size market I live in, finding things online is not always the easiest thing to do.\u00a0 Unsatisfied with my Google results, I moved on to Internet Yellow Pages, and was met with the same success (or lack thereof).\u00a0 So, I turned to the Yellow Pages where I quickly found 2-3 businesses for all of the aforementioned services and started making phone calls.\u00a0 I mentioned this to my client, who in turn thought about his purchases in the last 6 months.<\/p>\n
And guess what happened\u2026<\/p>\n
He remembered using the Yellow Pages to find an HVAC supplier!\u00a0 Not only did he use the Yellow Pages to find the HVAC supplier, but that is a big ticket item.\u00a0 There is no doubt that the HVAC supplier gained benefit from our client\u2019s call \u2013 even if it did come from the Yellow Pages.<\/p>\n
People generally don\u2019t go out of their way to bring up their Yellow Pages usage in conversation, and even when asked, many are hesitant to report their usage of this \u201cextinct\u201d form of finding business information. How clouded is the collective opinion on usage of print directories, and as an advertiser, are you denying yourself the full story (and valuable leads)? The way real consumers in 2012 perceive and actually use print may surprise you.<\/p>\n \n Get exclusive insights into digital \n \n \n Stay Forward <\/h2>\n
media's top-trending topics delivered
directly to your inbox. <\/p>\n <\/div>\n\n \n \n