Effective Yellow Page Ads

[mrtree2]

A number of years ago there was an article in TCI magazine (?)concerning the creation and use of effective yellow page advertising. I know that somebody must have the article at their finger tips, but unfortunately that somebody is not me. Could somebody please find the article for me.

Michael

 

[MasterBlaster]

I remember it.

Alas, I don't have it.

Pretty much, YP suck. Do it for the first year or so, but ASAP just go down to the one line listings, and rely on you customer base word of mouth.

But, that ain't whatcha axed, eh?

 

[Guy Meilleur]

Originally posted by mrtree2
Could somebody please find the article for me.

Why should we, when you can find it yourself? www.tcia.org , search archives of magazine.

My ad's half an inch in the column; tells the credentials, services and website. We just started in the Durham-Chapel Hill book.. I asked them to start an "Arborist" category; they said "Sure!"

 

[Frans]

Re: I remember it.

Originally posted by MasterBlaster


Pretty much, YP suck. Do it for the first year or so, but ASAP just go down to the one line listings, and rely on you customer base word of mouth.

But, that ain't whatcha axed, eh? [/B]

'Ol master says it all right here...
If you want the price shoppers and compete w/ low bidders go with YP.
Word of mouth or direct mailings is the way to go. Other wise you could send me the (vast amounts of) money. I'll spend it better than they will I assure you. You will really feel the lack of money in your wallet without the expected return when you 'get on board' with the yellow pages. If you feel broke now just wait until the monthly bill comes in... you aint seen nothin yet!
Frans

 

[MasterBlaster]

Re: Re: Effective Yellow Page Ads

Originally posted by Guy Meilleur
Why should we, when you can find it yourself? www.tcia.org , search archives of magazine.

My ad's half an inch in the column; tells the credentials, services and website. We just started in the Durham-Chapel Hill book.. I asked them to start an "Arborist" category; they said "Sure!"

Dang Guy, having a bad day, whore whut? I woulda just posted the link for the brother... maybe he didn't know it!

 

[glens]

Re: Re: Effective Yellow Page Ads

Originally posted by Guy Meilleur
I asked them to start an "Arborist" category; they said "Sure!"

That'll keep the folks wanting Tree Topping from finding your number and bothering you; are you sure you want to do that?  hahaha

Glen

 

[Treeman14]

Re: Re: I remember it.

Originally posted by Frans
If you want the price shoppers and compete w/ low bidders go with YP.

If you don't want to deal with price shoppers and penny pinchers, get a full-page ad in the Yellow Pages. You'll get calls from those who want the best and are willing to pay for it.

Don't waste your money on anything less than half a page.

 

[MasterBlaster]

Yup, and it only costs aboot $1000 a month!

 

[Guy Meilleur]

Re: Re: Re: I remember it.

Originally posted by Treeman14
Don't waste your money on anything less than half a page.

Makes sense if you want quantity. $22./mo. for 1/2 in. says all I need to say, and starting an "arborist" slot screens the shoppers and topper-wanters. People pay more for arborists than for tree services; they expect more and they usually can get more too.

MB it's been a great day; why should I end it by doing his task of bringing up the link? If you think I shoulda, why dintchoo?

 

[Treeman14]

Not quantity, quality. If you want to get the high end jobs, that's one way to do it. A single half-day job will pay for it.

 

[MasterBlaster]

Well...

I said aboot!

 

[Nickrosis]

Re: Well...

Originally posted by MasterBlaster
I said aboot!

You should have accounted for other currencies.

 

[Koa Man]

I only have the free line that comes with having a business number in the YP. Those are not the kind of customers I am looking for. In fact next year I plan to change my business number to residential. Only reason I keep my landline is for the fax machine. Right now all my business is repeat and referrals. Still cannot keep up with all the work and have been subbing out selected jobs, mostly removals and palm tree trimming. Don't have the nerve to sub out pruning yet. My customers may not like the way someone else prunes their trees.

I try to discourage friends in the tree business from using the YP ads. It is a ripoff to me. Over here it costs about $1700 a month for a full page ad. Even a bold listing is $45.

 

[Nathan Wreyford]

I will start by saying there are many different business models and not just ONE that is correct.

I think it was in a TCI mag that asked how you measure quality and made the comparison to a restaurant. For example, some call being served 3 snow peas delicately placed next to a slender cut of veal by a guy in a suit for $150 a plate, a good deal.

Others call a diner with marginal food for a minimal price a good deal simply because their cup is constantly kept full of watered down coffee by a waitress that has a face like a melted bucket.

Both offer a service and are profitable.

Lets start with a definition.

PR - Communication with various sectors of the public to influence their attitudes and opinions in the interest of promoting a person, product, or idea.

I got high end clients in Austin not by broadcast, shotgun approaches to marketing but rather by utilizing what PR channels were available. Most of those cost nothing but time. I gave talks to homeowner groups, nursery personnel at high end nurseries, and landscape architects. I wrote articles for neighborhood newsletters. It helps to seperate yourself as a professional.

With the YP's, I spent too much time talking with people who simply weren't qualified.

 

[ROLLACOSTA]

just deleted my last post ,but ditto the above post

 

[mikecross23]

I just took out an in column ad. Planning ahead, I named my biz Arborworks b/c it would be at the top of the list. My ad will be out in the next book and is 3" long and 3 colors. It should be the second tree service listed after AAA Tree Experts out of about 35 or 40. $180.00 a month won't make or brake my biz. I just hope I don't waste to much time w/ price shoppers.

-Mike-

 

[Guy Meilleur]

The first year they always cut you a good discount.

Do they have an Arborist category in your YP? Have you asked them to start one? Ye may receive if ye ask.

 

[ROLLACOSTA]

Guy in the yellow pages nationwide [uk] our yellow pages are split into various towns /regions ,we have only one catorgory sadly called 'tree work' you can imagine the types we have advertise in it ,lets just say theres still a lot of lopping and topping terminoligy used

 

[TreeJunkie]

I met w/ a yellow page rep. last night. I'm trying to decide what would be good for myself. Being this is going to be my first year in business for myself. I'm also going to be on a limited budget.

I asked about the Arborist section. She flipped the book open to this and guess what? It says See Tree care. I placed a request to make this an actual section.
In the past the book would give you free full color as the special for buying certain sized adds. No longer, this book will be in all white and yellow w/ black print. The new special is gonna be buy one add and they'll give you an identical sized add to place under another heading. This is prob. a great thing for Lawn and tree co's/lawn and landscape. However, I'm not planning on landscaping/mowing/or planting too many trees. Thus the second add might not do me alot of good. This is why i have a need for the ARBORIST section.

rates for a 2"x3" in yellow background 161mo., same size in white will be 213 mo.

All adds will be listed in decending order according to size.

This makes me wonder if maybe not to just go for a bit smaller add which is only say 2"x2 1/2", this add would only allow company logo and wording/number. Does not come w/ second listing like the previous, however would still have a 2''x2'' listing in the bus. whites. The best part about this would be the rate; Only 80 month!!!!!

I'm thinking of going w/ the 80 month deal. And adding a $50 month coupon in the back coupon section. These are in full color and size is approx 1 1/2"x 3 1/2". Maybe a first time customer discount coupon or something.

Any thoughts???

Anyone have any luck w/ coupons?

 

[Guy Meilleur]

Originally posted by TreeJunkie
I asked about the Arborist section. She flipped the book open to this and guess what? It says See Tree care. I placed a request to make this an actual section. Any thoughts???

Look at the other phone books printed by the same company. If any of them have an Arborist heading, yours will too.