BERKELEY HEIGHTS, NJ -- 05/08/08 --
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(TM) (YPA(TM)), 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.
Media Contact:
Katie Fassbinder
Young & Associates
303-463-7705
katief@yapr.com
