Yellow Page ad and response...

[TotoMongo]

Have those with a presence in the Yellow pages found a "box" ad to be successful? The box to which I refer is anything from a 1"x1" box to a full page ad. I am trying to get a feel on what type gets the best response. A box ad seems to be the way to go as opposed to just a line that states your address and number.

Also, how do you measure your response ("mention this ad and get an extra 5% off)?

Your thoughts are much appreciated,
Toto

[DirtyLaundry]

I justify a 1 inch block, as the yellow pages is my almost exclusive form of advertising. Your outside signage is your #1 advertisement. I can't track the actual benefit of the yellow page ad, but it is the vehicle that I chose to spend my advertising budget on. I wouldn't give a discount to people who see your ad - as it is not fair to your regular customers, and you'll probably end up getting abused from several different ways on that deal. You have to analize your own personal situation, and adv. budget, and then allocate the funds where you think that they will do you the most good. If you run a tight and clean operation - you'll benefit from the best advertisement - word of mouth, it's free, but it takes time.

[Fishtown]

I have used Yellow Page Advertising for over 10 years with great success. I have a 1" boxed display ad for my Commercial Laundry Business and pay $93 per month. I get 2-10 calls per week. Most of the calls do not turn into business for a variety of reasons (too far away, too small of a order etc). The calls that do turn into business have generated thousands of dollars per year. One of my Yellow page customers spends between $100-$200 (small hotel) per week and they have been a customer for over 3 years. Yellow Page advertising definitely works in attracting new commercial laundry customers.
Andy
Fishtown Laundry

[Mungo Spike]

I've used a business card sized ad in Yellow Pages for the past four years that did real well for me for the first three years. I notice lately, though, that I get almost all of my new business (for which I can identify the source) either from the Internet or from the advertising on my delivery vehicle. By 'Internet,' I'm referring to the Yellow Pages on-line, my web site, and an on-line article about services that make life easier in a local city magazine that has lots of on-line subscribers.

This year I am scaling back my Yellow Pages ad ($135/mo) to a smaller "call-out" ($35/month) that identifies the business, phone numbers, and web site.

Good luck ... Mungo

[TotoMongo]

Thanks for the advice guys. As I rarely use the yellow pages, I never realized that it could be a good source for getting customers.

Yellowbook is offering a "special" : two 1" box ads (one in the commercial section, one in the self-serv section), a 2"x1" ad and boldface type in the alphabetized section for $150/mo. As I write this, I am realizing that I dont need all three especially if they are appearing on the same page.

Fishtown, maybe I will setup another box for just commercial laundry. Its a thought.

Toto

[Winston]

I don't base this on any evidence, but I have a feeling that the most benefit from a yellow page ad can be derived from promoting something that is not an obvious service for a coin laundry. Mention your large washers, and that they can wash comforters and large blankets... or rugs if you want to sell that service. We have over 100 machines and promote our "no wait to wash or it's free" guarantee.

[srhaz]

I think drop off customers will look in the phone book. Winston hit it saying you have to post something that sets you apart from your competitor.

What do you guys think about a 'New Movers Program'.?
Our local phone book offers this. Every person who starts phone service gets a phone book mailed to them. Typically this is a new person who just moved in. For a fee, the phone book co. will attach your flier, along with others, to each phone book in a welcome to the neighborhood package. Has anyone used this?

[PeterH]

With my first store, I inherited a 1" box add imbedded in the column, so I was never able to guage the response, altho' I do get alot of phone calls from people who are no where near my store asking for directions.

With my second store that didn't have anything in the yellow pages, the 1" ad just came out with the new directory and business has soared.

These little ads are the way to go; not too expensive, and right in the middle of the column so it attracts the eye when people search the column heading.

[William]

Srhaz - the "new movers" sounds good to me if the phone company will target the flyers to your area, or if you live in a small enough area that everyone is a potential customer. If the price is right, of course!

[Kitty]

We did a type "new movers" marketing program through some advertising network that never amounted to squat. I might have had a few utilize our service but not enough to speak of.

[TotoMongo]

As I write this, I am realizing that I dont need all three especially if they are appearing on the same page.
Fishtown, maybe I will setup another box for just commercial laundry. Its a thought.

The sales rep just told me that I could get all three ads in different sections of the book with different ad copy. For some reason I thought all three would be identical. Also, she told me that one ad was $115, two were $135, and the package was $150/mo. It appears the package is the most appealing.

Toto - I wonder if I should haggle with her?

[srhaz]

Toto, yes you can get the price down. I sent you a PM.