Yellow Pages are unique in their ability to close the sale at the end of the typical consumer purchase cycle. While other media build awareness and preference, only local search in print or on-line yellow pages guarantees that your business makes it into the buyer’s final consideration set.
Because Yellow Pages extend the geographic reach of other traditional media, and does so at the “moment of truth” when shoppers are ready to buy, directory advertising is an essential component of a complete marketing plan. Far from being a cost of doing business, Yellow Pages are a synergistic marketing tool that enhances the effectiveness of any media plan.
How Yellow Pages Extend the Reach of Other Media
Median percent of consumers making purchases who considered
various media prior to the decision to purchase.
A comparison of annual spending by users of the top Yellow Pages headings
vs. all consumers for the same businesses shows that Yellow Pages users
spend 25% more (on average) than the average consumer. (The higher spending
results from the purchase of more items, higher-cost items, or items purchased
at full cost rather than discount or sale price. The percentage varies
by heading.)
