Yellow Pages Advertising
According to a recent study by Knowledge Networks, nearly half of consumers use the print Yellow Pages to find a business. But, they are using other media to supplement their search.
This study also found that 48% of consumers use the Yellow Pages most often, and 77% use print Yellow Pages. But that they are using the search engines, Internet Yellow Pages, mobile search, GPS, vertical sites, 411, and social networks to search for dentists, lawyers, pizza parlors and other types of businesses.
Read more on this study here. But before you click on over there, read this…I often speak speak with salon and spa owners (and many business owners) who are dropping out of the Yellow Pages or don’t use it is either too expensive, or they are not seeing the ROI they are looking for. What that ROI is, I don’t know. But the Yellow Pages is a ‘must’ advertising media, and if you aren’t getting a good flow of customers, you are not using an effective advertisement.
Secondly, if you get the right size ad you will be included in the online version of Yellow Pages. In addition, this study is clearly pointing out the fact that multiple media is important to capturing as many new clients as possible.
SIDE BAR: The key to accurately measuring ROI is to know the Long Term Value (LTV) of a customer. Most business owners are looking at the dollars spent from one transaction. This is a big mistake. For an in depth look at LTV, see Renegade Salon Marketing Tools Vol. 1. It might be the most important lesson you learn in your business.
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Posted on December 20th, 2008 by admin and filed under salon marketing |
