[Paul Simpson]

Advertised in the yellow pages last year for the 1st time and havn't had a great response, not quite broken even yet at this time.

Had the YP rep on the phone today and after telling him I was doubtful that I would be advertising again because of the reponse he starts telling me its a 2 year cycle in that most people keep the previous years YP directory and therefore I wasn't in last years one so it probably limited the repsonse I was getting.

I just wanted to know from regular advertisers if their 2nd year proved most profitable?

Thanks
Paul

[turneylogan]

I'm not sure about the 2nd year theory but a number of factors seem to affect YP adverts. We advertise our domestic cleaning business and the CC business. We get more response from the domestic cleaning because it is a smaller category - there is more competition in the CC category.

Size of advert matters also. Have steadily increased size but there seems to be a limit above which you do not seem to increase the calls.

Position is probably the most important. Flick open a YP at your page and where is your eye drwan to? I think simple, bright adverts work best. Choose a size within budget that will (hopefully) occupy a prime spot on the page.

Also getting to the front is important. If the customer starts calling from the front of the category, how many firms will he/she call? Changing your name to Aardvark cleaning can help a little but the best thing is to befriend your YP salesman and ask him for the six 'a's to be inserted on the advert to bring you closer to the front.

I also think 'positive reinforcement' helps. If customer sees your advert after seeing your sign-written van, your leaflet or your Yell.com advert (etc) they may then, subliminally, call you.

I also think some adverts look too cheap and some look too expensive.

I am sure there are many other issues at play and that there will be many more CC's far more experienced than I at this, but I guess the objective is to get to the stage where you get most of your business by referral.

[steve horne]

All i'm gonna say on the matter is 1st year did as much advertising as poss. After that have only done free listings I hav'nt not spent a bean on advertising, referals is where the money is, speaks more volume, trust, and people know to trust a referal, your van should be the only money you spend on advertising as when your driving, you are your own advertising board, oh and smile at everyone it makes them approach you, last week i had two custys follow me whilst i was driving when i stopped they parked and grabbed me for my card, I'm 4yrs in on my own know and still won't be paying for any advertising next year. 

[Shaun_Ashmore]

The thing is with yp is that my customers do look for me there if they can't find my card, but at £2400 I'm closely monitoring it as the results in th elast 2 years are poor, I was talking to a plumber today who has advertised in it as long as me and even he said it was going down hill.

Shaun

[The Great One]

Hi

Then they will change the rep (yet again) & it will be a 3 year cycle, then 4, then 5 and then the ' you have to look at it in the long term' quote.

The YP is only good for propping doors open.

I have had them on the phone saying I have had x amount of calls etc, yeah great is the reply but how many are trying to sell me something?

Er.....

Please don't forget that YP reps are on £40,000 + bonuses.

Ask them for a guarentee

Regards

Martin

[Simon@arenaclean]

I have a quarter column (just under £500) non colour add. I've had big adds and it seemed to make little difference. I confess I only place the add so previous customers can find us for repeat. Customers lose your card and why I have invoices printed......  It's got annoying now though, they dropped the  .... now it's aaaaaa. Been around since '93 and it's now got to point where the van isn't even signed. Do the best job you can, be honest and the referals will come.

[Joe H]

Been with YP a few years now - each year going bigger and paying more.
This year stepped it down to a smaller advert, still in colour, about £700 payable. Told the rep not happy with the response and it may be less advert next year.
Since that day about 8 days ago I have had about 4 calls from YP clients!
It is difficult to judge.
Some people get better response then others - why? Dont know

[Susan Dean (1stclean)]

ive had all sizes over the years from creidit card size adds to full pages and it poop ill never go in there again

[maxcarpets]

AAAAAAAAAAAAARRRRRRRRRRRRRGGGGGGGGGGHHHHHHHHHHH!!  YP!