Would you be surprised to learn a major ground school concern, still gathers 5,000 students a year through advertising in the Yellow Pages?
What’s different from 20 years ago is that this billion dollar company only pays for the part that works. So they end up with a multi-million dollar print campaign to 110 million homes with almost no money upfront.
For national advertisers seeking critical dominance in their field, Last Second Media Inc (LSM) now offers a strategic plan for integrating local search mediums into one national programs called Performance Yellow Pages.
The importance of Yellow Pages advertising is commonly overlooked as ‘old school’, but it's one of the most effective methods to get your business name out there at the time of a business decision.
Here are the facts:
In 2008, TMP Directional Marketing indicated 39% of local search inquires are made from print as opposed to online.
In fact, with no distinct winner, Marketers need a “Diverse Local Search Marketing Mix,” according to TMP Directional Marketing Research Study. According to this study, the first sources used are Search Engines (31%), Print Yellow Pages or White Pages (30%), Internet Yellow Pages Sites (19%) and Local Search Sites (11%).
Why the resistance to such a huge marketing vehicle? An AT&T study of national Chief Marketing Officers showed a major move away from Yellow Pages advertising medium for three reasons: 1) Cost 2) Effectiveness and 3) Rising Use of the Internet.
The great news is that LSM has severed the risk and cost of local directory advertising with its Performance Yellow Pages Program. Even better, combining Print Yellow Pages and its companion Internet Yellow Pages offers a full 50% coverage of all local search.
For a lead generation business, this makes local lead management a snap and engages large swaths of business from local search:
• 110 Million Households Print Delivery
• 228 million mobile subscribers in the U.S.
• 50 Million Monthly Internet Searches
“Our Performance Yellow Pages Program initiates awareness and interest with a direct call-to-action” says Last Second Media President Frank Pournelle. “It connects the dots at the time of research --just before purchase. Think about it, following local searches, consumers most often contact a business over the telephone (39%) or contact the business online (12%). Directory search can drive as much as 50% or more of a final purchase decision using this medium.”
The numbers still bear this out. 2009 comScore research indicates that:
• 30 percent of respondents still rely on directories as their primary local business research source
• 90 percent of those surveyed find directories a valuable source for business information.
• 86 percent of respondents have a print directory in their home.
• 73 percent are extremely or somewhat satisfied with print Yellow Pages
Top 20 Yellow Pages Metro Markets
Albany, NY Atlanta Austin, TX
Boston Buffalo, NY Charleston, SC
Chicago Dallas Denver
Jacksonville Kansas City Las Vegas
Los Angeles Manhattan Miami
Minneapolis Phoenix Sacramento, CA
San Francisco Seattle
YELLOW PAGES CONSOLIDATION BY LAST SECOND MEDIA
LSM connects multiple directories nationwide in one auditable monthly bill based solely upon performance. The Performance Yellow Pages Program is:
• Simple & Easy
• Manageable, Convenient Monthly Bill
• Pay Only Per Call
• As many as 300+ local editions
• Multiple Headings & Listings
(ie Colleges, Universities, Vocational Schools, Training Schools)
• Full Color
• 110 Million+ Household Coverage in Print
• Mobile, Online and Print Listings Included
TO INITIATE YOUR PERFORMANCE YELLOW PAGES PROGRAM CALL OR WRITE:
Frank Pournelle, President, www.LastSecondMedia.tv 1-800-334-4500
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