SOURCE: Yellow Pages Association

May 08, 2008 08:00 ET

Yellow Pages Deliver New Customers to Local Businesses

Association Offers Small Businesses Three Key Tips for Making the Most of Marketing Programs

BERKELEY HEIGHTS, NJ--(Marketwire - May 8, 2008) - In today's uncertain economic times, small businesses are looking for cost effective ways to generate business. While some businesses think about cutting their advertising during tough times, new research from the Yellow Pages Association™ (YPA™), indicates that both print and Internet Yellow Pages are a valuable source for generating sales leads from new customers.

According to the 2008 Yellow Pages Association Industry Usage Study: National Results, conducted by Knowledge Networks/Statistical Research, Inc. (KN/SRI), among those consumers making a purchase after referencing the print Yellow Pages, 39 percent were new customers to the business they chose. Internet Yellow Pages usage shows that 51 percent of purchasers were new customers to the business.

Some of the headings to bring in the most new customers to a Yellow Pages advertiser -- headings in which more than 80 percent of Yellow Pages-fueled inquiries are from new customers -- include: Siding Contractors, Waterproofing Contractors, Dancing Instruction, Nurses-Registries, Gift Shops, Retirement & Life Care Communities, Uniforms, Bail Bonds and Trophies.

"Small businesses today are very conscientious about spending, but advertising is an important operating investment because businesses always need reliable ways to attract new customers and increase sales," said Neg Norton, president of the YPA. "The most important thing small businesses can do is have the proper resources in place to handle all the inquiries generated from their advertising programs."

The YPA offers small businesses the following tips for making the most of new business leads:

1.  Answer the Phone & Return Messages Promptly - As many small businesses
    are understaffed, it is important to dedicate someone who is qualified
    to respond to phone calls and voice messages as these inquiries are
    coming from customers who are ready to buy. This is especially
    important for service businesses, as the majority of these potential
    customers make a phone inquiry. Examples of headings for which
    consumers are more likely to make a phone call include: Contractors,
    Movers, Financial Services, Karate & Martial Arts Instruction, Dancing
    Instruction, Home Health Services, and Kennels.

2.  Check Email Frequently - As more and more consumers use the Internet
    to search for businesses, it is essential that your ads contain your
    email address. Again, customers who take the time to contact you are
    ready to buy. Some headings that are more likely to generate online
    inquiries include: Banquet Facilities, Limousine Service,
    Photographers-Portrait, Employment Agencies, Health & Fitness Club/Gym,
    Burglar Alarm Systems and Travel Agencies.

3.  Track Leads - Make sure every customer is asked about where they found
    your business so you can better track lead generation and measure the
    performance of your advertising programs. Most Yellow Pages publishers
    offer metered ad programs that allow advertisers to insert a unique
    telephone number in their ad, so they can quantify the number of leads
    the ad is generating. While almost 9 out of 10 Yellow Pages users
    intend to make a purchase, certain headings have an increased tie from
    inquiry to sale, for example Mattresses, Bowling, Photo
    Finishing-Retail, Spas & Hot Tubs, Bridal Shops, Florists, among
    others.

For more information about YPA research, please visit http://www.ypassociation.org.

About The Yellow Pages Association

The Yellow Pages Association (YPA) is the largest trade organization of a print and digital media industry valued at more than $31 billion worldwide. Association members include Yellow Pages publishers, certified marketing representatives (CMRs) and associate members, a group of industry stakeholders that include Yellow Pages advertisers, vendors and suppliers.

Contact Information

  • Media Contact:
    Katie Fassbinder
    Young & Associates
    303-463-7705
    katief@yapr.com