Today I received the latest copy of the Yellow Pages at my office.
Do you remember what the Yellow Pages used to look like? 1½” thick, A4 sized directory that was always kept by the phone. Today’s copy is less than ½” thick, and is a little over A5…. My home copy will either get thrown away
I can count the number of times I have referred to last year’s copy using the number of wild giraffe I keep as pets in the office…. Er… None!
What’s more, on flicking through this year’s copy to find out who is still using their advertising budget in this out dated way, one thing jumps out quite quickly…. British Gas Boiler Repairs feature over and over again – I’m guessing as ‘filler ads’! (Sometimes they even feature the same advert 4 times on the same double page!).
Now if you are like me, you have moved online to find the goods and services that you used to find using the yellow pages – after all the internet is quick and easy to use, and you can get to considerably more information about potential suppliers than the Yellow pages supplies.
So why would anyone still choose to advertise in the yellow pages?
I guess firstly there are a few people who don’t have access to the internet – and will still use the more ‘traditional’ method for finding suppliers. Then there are the group of business owners who don’t properly test and measure their marketing… and continue to advertise in the yellow pages because it is what they have always done, and they believe they still get business from their advert.
I suspect there are also a small group of people who are still hoodwinked by the sales people who convince them that taking an advert will be good for their business.
The marketplace is continually evolving, and the methods that business owners use to reach their customers must evolve with it.
In today’s marketplace, hoping that people choose your advert from amongst a selection of similar businesses in a book kept near their telephone is unlikely to generate a return on the advertisement investment – even if it has been offered “free” as part of an advertising package.
Want to make an impact with YOUR marketing?
Follow these simple rules for guaranteed improvements in your results
You MUST measure your marketing results.
You need to understand which route your customers took to reach you. Over time you will learn which routes are working and which aren’t. Then turn off the routes that aren’t working and reinvest the money in the routes that are.
Have several different marketing strategies operating.
Whilst most of your new customers are likely to come from just one or two strategies, you need to have several working concurrently. When one strategy begins to become less effective, another should be coming into fashion.
Your marketing should be about building relationships with your potential customers.
Get hold of a copy of Seth Godin’s Permission Marketing – You can find my summary of the book here: http://www.actioncoach.com/rogerlamb/book-summaries
If you aren’t familiar with Seth’s work, then I thoroughly recommend you take a look. Permission marketing is about getting permission from potential customers to continue a dialogue with them and build loyalty so they continue to spend money with you, and this will become even more important in the future. Build a loyal customer base through relationships and you will reduce the amount you need spend acquiring new ones.
Use your website correctly.
Unless you are selling things through you website, get some clarity around its purpose. A website is there to provide you with and online voice, to be your brochure for potential clients, but most importantly you need a way of capturing the contact details of those people who are visiting. To do this effectively, give something of value away in exchange for their permission to contact them again.
If you’d like to discuss your current marketing strategies, and have some ideas about what you can do to improve your marketing, then we should talk. Contact me and let’s arrange a coffee.
Why should you contact me…?
Simple – you will be better off with me as your Coach than you are without me.
I will expect and encourage you to achieve more than you think possible, you will love me some days and hate me the next. I will take away your excuses and replace them with achievement; and on the way we’ll have more fun than should be allowed in Business…
So, if you think you’re ready – drop me an Email…
If you think you’re not – then it makes no difference what you do…