I received quotes for all different types of ads to be placed in the phone book today. Everything from $10 monthly for the company name in bold to $350 for a large ad, to $60 for a 1" column advert (and buy one get one free so you can do the same in another section of the book). I will most likely shoot for a column advert in the $35-65 monthly range.

They have options such as colored text, white background, etc which add to the price, of course. Does anybody know any statistics of what ppl need to see to catch their eye or what info pulls them in? Also, does anybody have any experience with such and it increasing sales? Any info for this type of advertising would be appreciated.

thanks,

How competitive is your market, and how many other companies are running the $350 large adds?

In general, if you are looking in the phone book for a service, you pretty much know exactly what you are looking for. So as an advertiser you don't necessarily have to 'stand out'. A big eye catching add will get a prospects attention but its likely that the prospect is looking for specific information(ie location) so they are likely to look at numerous adds, big and small, before they pick up the phone.

Of course, if there are 40 other businesses you're going to have to distinguish yourself from the crowd.

Another thing to consider is how much of your business is dependant on phone calls.

Hope that helps a bit.

In my specific market, there are maybe 5 other shops (automotive performance). They're small local shops, non of them have a large ad, just the $65 column ad with some extra space an colored text.

Assuming you are talking about your performance car business, a yellow pages ad seems important. I've had great to horrible luck with yellow pages and the result depends upon the product. I did great in a franchised RE office and terrible in a motel.

Your question is how to get your business in front of those who feel the need for speed. Each market is different. Are there clubs fo the kinds of cars you equip or work on? AutoX, drift, drag, road race, brand? Car shows, events, local tracks?

Good Luck and Good Selling!

If its auto performance... im thinking that a better way to go would be to do trade shows/clubs. Maybe a really cool tricked out car with your shop name and web site on it?

Sponser a racing team or something? Give them a discont for referrig business to you? It seems like your market would be 18-35 males, who are into import racing (maybe not import racing depending on what market you serve), but you get the idea. Where do these people hang out? Are there local street races? How many people think, I want to customize my car, lets look in the yellow pages? I know I wouldnt. If i was going to drop a couple grand on car upgrades, I'd ask someone who already has a tricked out car for a referral. People need to know about you BEFORE they decide they want custom auto stuff... yellow pages by nature doesnt do that.

Radio would do that, but its expensive. Making cool stickers or some kind of auto accessory might be the way to go? Maybe beer openers with your logo and web site on them? Something that your target customer would think is cool and keep.

I would keep in mind one thing:

Would people actually look for your company in a phone book?

How many people say "MMMM, i want some shoes from NIKE, let me look them up in the phone book".

however if your company is local enough and is under a general heading,then its worth doing the phone book thing.

Grsshppr is right on the money. When is the last time you used a phone book to look up something. There are tons of other marketing you can do, much of it free. Yellow page ads are expensive and you do not get bang for your buck unless you are selling Pizza, the number one item looked up in the phone book. Sorry to suggest this without all the other solutions but there is not enough space or time here to suggest a comprehensive marketing plan. Perhaps offline if you want to talk. Good luck.

P.S. there is a way to test this concept. If you have three lines or a fourth phone line, list that number in the yellow pages and measure how many times it rings over the next year and what your sales conversion rate is. Al.