Careful when you walk outside this week – no, not because of the yellow pollen coating everything – because the Yellow Pages have been delivered to your door.
Why does this still happen today? What’s the sales proposition, “Nope, we don’t have any stats on who uses these books or who will see your ad, no it’s not targeted – unless you call your order in an alphabetical list targeting? – and we won’t be able to tell you if it drove any business your way. You can ask people when they call in, though. Are you interested?” Not very compelling to a modern marketer.
Never mind the fact that it’s the only type of advertising that I can think of that has dedicated garbage receptacles set up the same week that they’re released.
May I suggest a simple fix?
Send me a post card that asks if I, as the owner of my business or home, want to receive a phone book.
Don’t deliver one to me if I say no.
Deliver one to me if I ask for one.
Now the phone book would be able to offer a 100% opted in audience. Now they may have some interesting customer data – my address, for one – zip code targeting valuable to any small businesses? From experience, I promise, advertising to a targeted, fully opted in audience is a lot more valuable than say… garbage? Heck! The Yellow Pages could probably charge more for the advertising.
Just thoughts… In the mean time – please find your local phone book recycling details and make sure to pitch your unwanted books responsibly and not just in the trash. Or wait… do you actually use the phone book? …. Right. Didn’t think so.
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