3/5/2023 0 Comments Dex online yellow pagesAnd that is likely overstated and more than a fair evaluation to the YP company. In other words if you sell $100.00, you probably only made in profit 20 – 30 dollars. What you sell needs to be multiplied by 20%-30% to establish a basic profit amount. ![]() That means that for every good solid 10 business inquiries you should sell 2-3. You cannot manage what you don’t measure.Ĭalls that are valid new business inquiries convert at approximately 25%. If you don’t you will never know if you made any money. You MUST have annual sales goals attached to your marketing/advertising budget. You figure out your budget based upon the PROFIT you expect in return. Your sale amount is not your profit amount. None of the metrics you look at matters if you cannot figure out who became a brand new customer and how much money they spent. Here are some basic fundamentals to keep in mind:Īn impression means nothing if they did not click. Don’t renew any more until you have a good basic understanding of how much money you spend versus how much money you receive in return. It’s really important because these companies rely upon the fact that you really don’t know and when it comes time to renew they can throw up enough mularkey against the wall to get you to renew for another 12 months. Next: Determine on an ongoing monthly basis how many new customers you receive from the products you are purchasing from the YP company. Start here: How much money are you spending and what are you spending it on? This question in and of itself can often create a whirlwind of energy with the YP company just to get it figured out. To start out let us consider some basic industry standard numbers you should keep in mind when evaluating your YP spend. They rarely understand completely what they are buying and more often than not have no real understanding of a basic ROI.Ī good place to start is to use a real example regarding how to first decide whether or not to reduce or cancel your advertising. We work on a regular basis with Yellow Page advertising customers who want to make a change but just seem trapped in the contracts with the YP company. How should you migrate out of and away from the Yellow Page company and where should you put your budget for marketing and advertising? Should you reduce or cancel your budget with the yellow pages company? Let us discuss two questions in this article. It is not uncommon for them to show up with 3 or 4 so called “subject matter experts” to inundate you with reports, facts, spreadsheets and a plethora of numbers to get you to continue with their “auto renew” contracts. In addition, the Yellow Page companies are typically very aggressive in their tactics once they discover that you may want to reduce or cancel your budget with them. This can cause difficulty in deciding how, when and where to make the break. That money is often times spread across a large number of different products that don’t all have the same expiration date. It is not uncommon for a “Key Account” or “Major Account” with the yellow pages to be spending 50-200K in advertising expense. Often times the problem is not making the decision to eliminate some or all of the Yellow Pages, its how complicated it becomes dealing with the Yellow Page company. ![]() If you're interested, you can get a badge here.Moving your budget out of the yellow pages and into an online internet marketing strategy can be more difficult than you might think. ![]() expedite an end to this needless environmental waste, educate consumers on free and easy alternatives, and shed light on the growing inaccuracy of readership statistics that drive advertisers to still invest in this antiquated medium. is one of the only resources I found who is working on this issue. The major players use a tactic called "saturation distribution" that means that you may get books even if you don't have a land line. I called all the ones below myself.ĪT&T/YellowPages (formerly SBC and Bell South): Simply call the numbers and tell them you want to opt-out of delivery - it takes a few minutes. Below are the numbers to call for the major distributors of phone books and yellow pages (none have online forms as far as I know). This is insane and wasteful and I want people to know they can opt-out. This got me thinking - shouldn't I be able to opt-out of automatic delivery? Wouldn't there be a significant impact if everyone stopped receiving phonebooks and yellow pages? Apparently the major players pumped out 540 million directories this year.
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