The Tribune

By DEIDRE BASTIAN IT'S NO secret that the Internet has tremendously impacted the advertising industry, and online ads are continuing to increase in volume each year. But does this indicate that print advertising is over and will die a slow death? A friend told me the large Yellow Pages books are quite handy, as they make great booster seats whenever grandchildren visit. The Yellow Pages have been in homes and businesses for many, many years, and have served as a marketing tool to publicise messages, even if it was by way of just a few pages. In fact, huge potential remains in off-line print campaigns, as the market is still flush with business advertisers. Even though the majority of folks research online, many market segments are more likely to grab the Yellow Pages to locate local and international business listings. Numerous online businesses boast of flamboyant websites, with 'flash', video and countless bells and whistles. Yet they are often never optimised. Certainly, just as online businesses are open 24/7, so is a Yellow Pages advertisement. And, due to the fact that the Yellow Page book lasts the entire year, customers only have to subscribe once. So, this printed advertising tool might not offer the fountain of youth in a jar, but just as equally it does have its unmatched rewards. Let's take a look at some advantages of Yellow Page Advertising: * It acts as a sales person, on duty 24 hours a day, 365 days a year in homes, offices, hotels. * It provides an opportunity to participate in the competitive bidding. * It reminds customers that you are the authorised representative for a nationally advertised product. * It enables emergency buyers to locate you in a moment. * It brings customers to you from talking distance, as well as walking distance. * Eighty-five per cent of the people who refer to the Yellow Pages follow up with action. * It is used an average of 44 times per person per year, nearly once a week * Eighty-eight per cent of those who use the Yellow Pages ultimately make, or are likely to make, a purchase * Research also shows the average Yellow Pages user looks at more than five ads when scanning, so it is even more important to make your ad stand out. Yellow Page listings are an established media resource. When people relocate to a new neighbourhood, they often make full use of a phonebook to find new service providers, such as dry cleaners, banks or grocery stores. Cost Advantages: Cost is a big advantage for Yellow Pages advertising, as studies have shown it is priced at substantially less than a 30-second television commercial, newspaper or a major magazine ad. This makes it an affordable solution for budget-conscious businesses. Always start with an ad size you can afford, especially if you are on a shoestring budget. Perhaps the following year, when the salesperson comes knocking, your subscription can be upgraded. Are you aware that customers preserve the big Yellow Book for years, giving businesses extended visibility? The content of your ad can make the difference between success and failure, so try not to overdo it, as a yellow page cannot substitute for a 40 foot digital messaging board. Ensure quality photos, space, distinctive border, legible fonts or other elements are used to dazzle your readers. Ensure photos face into your ad, not toward a competitor's, and that it differentiates you from your competitors. While competitors may welcome this notion, don't advertise for them. A smaller ad should always have a single focus - one solution for one problem - and make certain your headline makes a bold statement or asks a provocative question. Your ad should keep the reader's eye moving through your list of benefits, right towards the telephone number. Never assume a customer needs your service. Therefore, always apply a compelling offer to boost your odds of success. For example, if you are a plumber you might offer a 'first visit free' coupon within your ad. This accomplishes a number of things. It ensures that customers call you, instead of your competitors, as studies have revealed that a dotted line around an ad increases response rates by 25 per cent. Everyone love freebies and goes bananas about sales and discounts. Do not get lost in a sea of print. Yellow Pages are generally cluttered in appearance, so ensure your photo and ad are large enough to stand out with bold print and clean, sharp lines, since it will be in close proximity to competitors. Be careful about classification. You may have some euphemistic term for what your business does, but you cannot advertise that way. For instance, if a maid service advertises under 'household engineer', it is unlikely that anyone who is looking for a maid will find your ad. However, it may be prudent to include your ad under more than one classification. Ask about online advertising opportunities. Just as the market is competitive offline, it is just as aggressive online, so snoop around as you might be offered a free print ad with the purchase of an online ad. Be prepared for phone calls. If you are advertising in a phone directory, the assumption is that you are prepared to receive calls. Ensure you have a professional system in place, and avoid relying on an answering machine. While customers wait for you to return a call, guess what's happening? Yes....they would rather talk with your competitors, who will thank you later for the business. If you try to inquire about your competitor's status, the salesman might diplomatically revert to his strict ethical code of confidentiality, and inform you he can't divulge the activities of your competitor - especially as most sales persons are paid on commission. You might never know how well your ad is working unless you track the results. It is recommended that you ask your customers how they heard about your business. What's more, you might experience many repeat callers who are simply 'repeat callers', but do not feel depressed as this indicates loyalty. It eventually could mushroom into sales. Remember, circumstances will conspire against your business from time to time, which is why entrepreneurs must always be prepared to fight and promote themselves to sustain their spot in the market. While advertising can be effective, expect pitfalls. If you hit, congratulations, but know there are far more misses that often have absolutely nothing to do with you or your Yellow Pages ad. But does this indicate that print advertising is over and will die a slow death? Clearly, as long as there are people without computers or who are not Internet savvy, there will always be a need for this offline business listing tool called the 'Yellow Pages'. This big Yellow Book is a permanent fixture in my vehicle, and I still find it quite handy and convenient. By and large, there is a great deal of value in print advertisement due to the fact that if your ad is not seen in the big 'Yellow Book', potential customers might assume your business simply does not exist. So, until we meet again, fill your life with memories as opposed to regrets. Enjoy life and stay on top of your game. NB: This columnist welcomes feedback at deedee2111@hotmail.com Ms Bastian is a trained graphic designer who has qualifications of M.Sc., B.Sc., A.Sc. She has trained at institutions such as Miami Lakes Technical Centre, Success Training College, College of the Bahamas, Nova Southeastern University, Learning Tree International, Langevine International and Synergy Bahamas.