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Today I was meeting with a dealer and we were discussing how much advertising has changed in such a short period of time.
We then started talking about traditional advertising and how the days of only radio, broadcast TV (before cable), direct mail, billboards, and Yellow Pages covered all the staples of advertising.
He then proceeded to tell me that he canceled his Yellow Pages Advertising.
WHAT!!!!! You are doing WHAT I said as I picked up my notebook that I dropped in all the excitement.
He said "yes we canceled it no one goes to the phone directory any more"
You can't do that... canceling the Yellow Pages is like leaving Old Yeller on the side of the road and the Yellow Pages has been around since 1883.
He laughed and said come on Mr. Connected iPhone, Goog411, Google Map Gadget Guy.
I know many of you would agree with this dealer and this definitely not the first time I have heard a dealer make this statement and it won't be the last time but let me provide some background since this thought also crossed my mind when I became a Google Groupie some years back.
Background: We work with dealers in the Northeast, Midwest, and South and I can lay fact to one thing. THE BIG YELLOW DRIVES CALLS! In fact big yellow is a lot of times the 2nd to 4th leading source of call traffic into a dealership. WE TRACK IT!
Back to my story: I asked how did you determine the Big Yellow has to go?
His Reply: No one uses it
My Reply: You mean you don't use it
His Reply: Our agency said it was a waste of money and we should cancel
My Reply: You mean you said that and they just repeated it back to you since they felt that's what you wanted to hear.
The Bottom Line: Don't cancel advertising that you "feel" no one uses.
Track and record your phone calls to know the facts. Is Big Yellow driving Sales Calls or Service Calls and once you know these facts you can cut back on headings.
Granted advertising in 8 directories for the same area does not make sound financial sense so pick the biggest and oldest and invest in some 800 tracking numbers to have the real facts.
Also don't fall into the mindset you need the biggest page, color, and 27 different headings....now that is a waste and I say this based on Fact