Know-How Exchange : Advertising/PR

You have to ask: If someone is going to buy a security system, where will they look? My guess is YP.com is one place, but not the only one...certainly not worth $4300.

Try joining AHA https://www.ahahome.com/index.cfm

Michael

PAID directory sites are rarely if ever worth the money unless you can pay for top positions and most applicable for the persons actually visiting that site. Our marketplace [URL deleted by staff] was designed to randomly rotate listings so no one can pay for / receive page one each time. The better benefit is that the search engine picks up that listing and keywords and displays the link on page one of a Google (et. al) search results page. Most paid directories claim they will get your to page one on searches be none deliver. The real (organic) positioner is relevance.

AdWords does a fine job of doing that for a low price, however if "your client" is local, a Google business listing provides page one top presence for free (MSN free, Yahoo $299 year).

The security system business is a cut rate business (the money is in the monitoring recurring revenue) and you have to install a lot of systems (from the yellowpages.com ad specifically) to make $4300 to cover the advertising.

The client needs to understand what is the buying motivation and cycle of a security system buyer. I suppose it may be more event / need driven (recent theft, single occupant living, new construction, etc.) than a "Oh Honey - let's go buy a new security system today! Have you seen the new XL2500 - it comes in designer colors to match our wall paint?".

Any print ads (direct mail, card deck, coupon envelope, newspaper, flyer) are so popular for security systems that its very difficult to differentiate one company from another. Low cost repetition ads is the best bet. If they try this route - use the best of the cheapest. Glossy and expensive probably won't catch any more flies.

If they have their heart set on paying for a online service - have them do a Google search on 5 - 10 local services and products. Review which Paid services come up most often. Of the 100's of paid sites there seems to only be a few that regularly show up on page one. Otherwise sign up for free listings on any directory sites that have display a web site URL field. The somewhat helps with linking but that process is becoming less useful.

AdWords is about the best bang for the buck - but it also comes with the responsibility of a good landing page / web site to convert clickers to callers. This is something most people seem to forget. Having a high CTR means nothing if no on calls or buys = successful AdWords campaign but unsuccessful marketing campaign.

Contact us offline if your client wishes further information or discussion.

Bob

You don't give the type of biz you are in-- and it might effect my answer. What is the average sale? If you paid $14 on a click thru- and had 50% close ration with a average sale of $1K, I'd say-- its paid for itself-- and work on how to optimize that.

There are a gazillion better ways to market yourself. Yellow pages is -- print or online -- passive. Small businesses need to be more aggressive.

Again the response depends on the biz. Please provide more info --
and
Sell Well and Prosper tm

My experience was the polar opposite of everyone else on this site. I'd say it IS worth it. I was a doubter in our YellowPages.com strategy. A BIG doubter. At my last job, when we looked at just our click-through rate we saw what we thought were poor results. It was even worse when we looked at our purchase rate. BUT, in a last ditch effort we set up a trial to look at the holistic value that YellowPages.com brought to us by setting up a stand-alone 1-800 number. The results were stunning! They blew the doors off my expectations, and had a clear and very positive ROI.

My theory (as to the rationale for YellowPages.com working) is that when someone goes to YellowPages.com (versus, let's say Google), they are in the mindset of making a phone call (vs. click and purchase). Their *action* is most likely going to be a phone call. You won't see that result in your typical web stats.

Let's not forget that the primary service YP provides is directory listings. They SELL the promise of advertising, but their sales contract reads they are selling listing services. I'd call them on the BS and tell them that you will only renew if they change their online fee structure to match Google; ie: pay per click business model.

If YP doesn't like it, they can stuff themselves.

I've dropped all YP advertising, and encouraged all my clients to do the same. So far, no one has been adversely effected by NOT being listed in the YP. I think the YP has had their day, and that was yesterday.

Darcy Moen
Customer Loyalty Network