The Least Effective Way to a Consumer's Wallet
Catchy title, eh? Just like any advertising, I realized I only had about 2-3 seconds to get your attention. I hope I got it.
So to start off this post, I want to qualify this content with a statement: I'm not one to talk down about any specific advertising medium. They all have their merits (I'll be getting into a detailed analysis the various forms of media in a post next week, touching on pros / cons of each and how they can benefit a business - stay tuned), and each one really can work if the proper thought is put into it.
But one specific medium that I just can't seem to find any use for really deserves a thorough purging. I'm talking about the Yellow Pages.
I have yet to meet a client who has had a positive experience with the Yellow Pages. Everyone I've discussed this topic with has said that they felt cheated, or blackmailed into buying. Who wants to do business with someone they don't even feel comfortable dealing with? These clients also often say that the only reason they are in the YP is because "they have to be."
The Yellow Pages directory is not really intrusive advertising at all; really it is simply a directory that consumers will go to for two reasons only:
Which leads me to my test. Try this: Think of the most effective fast-food advertiser that comes to mind, and then try to see if that company has a big, gaudy, color ad in the Yellow Pages or merely a simple listing. Chances are, they'll probably only have a listing with their phone number. These types of businesses have focused their efforts on other, more valuable advertising initiatives that give them a better position in the minds of their consumers.
And I'm not sure about you, but the last I checked, businesses aren't static in nature. They evolve with market conditions, and adapt to specific consumer habits. Then why would you want to place an 'ad' that is 100% static, with no ability change and adapt with varying market conditions? Seems silly to me. In my humble opinion (very humble), the best use of marketing dollars is towards media that enhance your position in the mind of your consumer. Call it the 'equity position.' Win their hearts and minds first, and soon their wallets will follow.
Until next time. Stay top of mind, and win some wallets.
-Ryan
So to start off this post, I want to qualify this content with a statement: I'm not one to talk down about any specific advertising medium. They all have their merits (I'll be getting into a detailed analysis the various forms of media in a post next week, touching on pros / cons of each and how they can benefit a business - stay tuned), and each one really can work if the proper thought is put into it.
But one specific medium that I just can't seem to find any use for really deserves a thorough purging. I'm talking about the Yellow Pages.I have yet to meet a client who has had a positive experience with the Yellow Pages. Everyone I've discussed this topic with has said that they felt cheated, or blackmailed into buying. Who wants to do business with someone they don't even feel comfortable dealing with? These clients also often say that the only reason they are in the YP is because "they have to be."
The Yellow Pages directory is not really intrusive advertising at all; really it is simply a directory that consumers will go to for two reasons only:
- no one in the category has been an effective enough advertiser / marketer to establish that ever-valuable 'top of mind' position, or
- to look up the phone number of an effective advertiser, merely to look up the number of a company that they already have in mind.
Which leads me to my test. Try this: Think of the most effective fast-food advertiser that comes to mind, and then try to see if that company has a big, gaudy, color ad in the Yellow Pages or merely a simple listing. Chances are, they'll probably only have a listing with their phone number. These types of businesses have focused their efforts on other, more valuable advertising initiatives that give them a better position in the minds of their consumers.
And I'm not sure about you, but the last I checked, businesses aren't static in nature. They evolve with market conditions, and adapt to specific consumer habits. Then why would you want to place an 'ad' that is 100% static, with no ability change and adapt with varying market conditions? Seems silly to me. In my humble opinion (very humble), the best use of marketing dollars is towards media that enhance your position in the mind of your consumer. Call it the 'equity position.' Win their hearts and minds first, and soon their wallets will follow.
Until next time. Stay top of mind, and win some wallets.
-Ryan
