Yellow Pages vs Online Marketing

There was a time when yellow page ads were one of the smartest, most effective and most economical ways for small businesses to advertise. That time is past. So why do most small businesses still spend the majority of their ad budget in the yellow pages? The yellow pages is no longer the most effective form of advertising for small businesses.

People once used the yellow pages exclusively when looking up businesses. The last time I looked at the yellow pages was to recycle them when they were delivered to my doorstep. They just take up space. The internet is mine and MANY others research tool of choice. The world is moving in a different direction. Why do most businesses continue spending most of their ad budget in the yellow pages?

Yellow Pages Legacy

Many small businesses who spend most of their budget in the yellow pages insist it’s still an effective way to advertise. Their strongest point is that people who pick up the yellow pages are already actively seeking your product or service. Isn’t that true of any advertising media? Wouldn’t you receive more hits if your ad worked both ways, actively and passively? Why do small businesses put so much money into the yellow pages?

Over the years, the yellow pages has built up popularity and name recognition. During it’s heyday, the yellow pages was a powerful advertising tool. The yellow pages became the go to guy for small business advertising. This popularity provided something called brand recognition. Most small businesses equate the yellow pages with it’s former self. They truly believe it remains the best approach due to familiarity and brand recognition.

Many small business owners are creatures of habit. They have been in business a long time. The yellow pages made them a success at some point in time. They prefer to stick to the tried and true. Many small businesses don’t realize that while the yellow pages brought them some of their old and loyal customers, it is slowly fading out as a way to draw new customers to their business. Not only do they continue to spend most of their ad budget in the yellow pages, they recommend it to others.

Many small business owners seek recommendations concerning advertising from other successful long term established businesses. Since older businesses likely gained their initial customers through yellow page advertising, they often recommend it as a smart business investment. Unfortunately, yellow page advertising is no longer the savvy ad technique it once was. Most small businesses who spend the majority of their ad budget on the yellow pages are disappointed in the results.

Broadcast Media

Broadcast media has a clear advantage over localized yellow pages. It reaches a wide audience and can be targeted to nearly any demographic. The internet is a rising star in the world of advertising. Not only can ads there be targeted, they can be applied in numerous ways to fit the budget and changed to reflect current sales or specials. Word of mouth is still very high on the list of effective advertising. Why do the majority of small business spend so much on yellow page ads when there are other advertising venues that bring better results?

There are a variety of reasons small businesses spend most of their ad budget in the yellow pages. Many truly believe yellow page ads are still a reliable way of promoting your business. Whether it be habit, brand recognition or a recommendation from a long term yellow page user, it’s easy to be convinced the yellow pages is as effective as ever. After all, most small businesses rely on the yellow pages. In actuality, broadcast media is a more effective tool and the internet is rising in effectiveness as quickly as the yellow pages falls behind. Why do most small businesses spend most of their ad budget in the yellow pages? They simply don’t know any better.

Ready to cut the fat and waste out of your advertising budget? Set up your FREE consultation today! – Click Here

 
Original Article Posted Here