A Yellow Pages Plan: Marketing Methods

For more than 100 years, the Yellow Pages have been helping people do business. They are an essential part of today’s business environment. When you factor in the high cost of advertising in mediums like newspapers, television and outdoor billboards, the Yellow Pages can be a reliable, effective and affordable advertising method.

Currently, 53.1 million potential buyers consult the "Landscape Contractor" heading in the Yellow Pages each year, making it the 59th most-referenced heading out of 4,200. "Lawn Maintenance" is 77th, with 39.3 million references.

What does this mean to the landscape industry? This means the Yellow Pages remain one of the most powerful mediums available to help contractors reach potential customers. Small and large landscaping companies have proven they can gain new business by advertising in the Yellow Pages.

Still, in many ways, these thick phone books are misunderstood. Simply put, many business owners advertise in the Yellow Pages because they think they have to. Often, they see these ads as just another expense – like taking inventory or stocking shelves. What many advertisers don’t realize is that Yellow Pages advertising is more than a cost – it’s an investment. With more than 17 billion references made to the Yellow Pages annually – 90 percent of which result in a purchase – Yellow Pages advertising remains one of the most effective growth engines available to business owners.

Let’s take four of the most prevalent myths and break them down:

Myth No. 1: "Yellow Pages advertising really only works for big, national companies. I own a small business. I can’t compete with large, national companies advertising in the same markets."

Fact: Sixty-one percent of consumers looking for a landscape contractor in the Yellow Pages are looking for a local business. Highlighting your "local advantage" – your years in the community and accessibility – is crucial.

Myth No. 2: "People already know who they want to call before they reference the Yellow Pages. They’re just using the Yellow Pages to find the phone number."

Fact: While people might know what they want to buy, they don’t often know where to find it or which business to buy it from. The information contained in your ad – the unique services and products you offer, your hours of operation, your location and other features that set you apart from the competition – can make the difference in a customer’s decision. Studies show that seven out of 10 people are in a "decision mode" when they reference the Yellow Pages and that 70 percent of consumers use the Yellow Pages to get new ideas for what they need.

Myth No. 3: "People only use the Yellow Pages for price-comparison shopping."

Fact: Only 13 percent of consumers look in the Yellow Pages for price listings. Forty-six percent look for store hours and 33 percent want to know what products and services your business offers. In other words, while price is obviously important, it is not the only element to include in your Yellow Pages ad and not the only information your potential customers want. Research data proves customers looking for a landscape contractor want convenience, reliability, reputation and special services. While your competitors might offer lower rates, you can win business by incorporating this kind of information – along with prices – into your ad.

Myth No. 4: "With so many ads already under my heading, mine will just get lost in the shuffle."

Fact: People use the Yellow Pages as a "search engine" to shop around. Research shows they don’t simply turn to the first, most colorful and eye-catching ad they see. In fact, 62 percent of consumers look at more than one ad when they reference the Yellow Pages. On average, customers will look at 5.3 ads before deciding who to call. And how do they make that decision? According to research, 79 percent of consumers want more information from Yellow Pages ads.

Yellow Pages ads reach a broad range of undecided customers who can be swayed by what they see in the ad. Developing an ad that provides consumers with the information they’re looking for will keep your business from getting lost among your various competitors’ ads.

This can be done in a number of ways. Here are some ideas:

• Put ideas in your ads: There’s more to an ad than just phone numbers and addresses. Give potential customers ideas. For instance, suggest how often and what time of year homeowners should aerate their lawns.
• Advertise under multiple headings: Research shows that consumers that use the Yellow Pages often reference more than one heading. In fact, 21 percent of consumers reference at least two headings before finding what they want. Advertising your business in more than one place increases the chance that someone will see your ad and contact your business. For example, if you specialize in floral landscaping, advertise under the "Florists" as well as the "Landscape Contractors" heading. Also, if you provide services relating to lawn care, advertise under "Lawn Maintenance."
• Include information your customers are looking for: Naturally, your business’ phone number and address are crucial information to include in your ad. But consumers are looking for such information as office hours, detailed information about products and services, directions and maps, prices, years in business, payment options and unique offerings and specials. Provide details about anything that sets your business apart from the rest. For example, if you offer special rates during a certain time of year or if you offer new homeowners a discounted price, list the different rates in your ad.
• Offer tips and advice: Include advice or tips in your ads, such as listing the best flowers to plant in a shady area of your yard.
• Highlight unique services and products: Design your ad so it features and calls attention to the unique services and products your business provides. For instance, if you specialize in xeriscaping, detail the specific services you offer and their benefits.