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 Yellow Pages Advertising - Does it Work?
Volume:3 Issue:4 - May 2008
In the recent months I have been asked about
effectiveness of Yellow Pages advertising almost every time I meet
with a client. The question being: should I continue with my Yellow
Pages advertising?
If you are currently thinking about renewing your Yellow Pages advertising
there are a few factors that should be considered in weighing your
options. These factors will help you determine an appropriate marketing
mix when it comes to promoting your cosmetic practice.
Cost - Yellow Pages ads are costly. Spending several tens of thousands
of dollars on Yellow Pages ads is not uncommon. Moreover, Yellow Pages
books seem to multiply every few years which translates into placing
and paying for ads in additional books.
Competition - every page in Yellow Pages is packed
with tens of clinics that offer similar services, so every ad is competing
for the next patient.
Inflexible Advertising - the cosmetic surgery market
is a fast changing environment. New treatments and services are added
on an ongoing basis. Yellow Pages ads, however, are locked in for
an entire 12 month period and can't be modified once the books are
printed. For the same reason you can't experiment or adjust your marketing
tactics. This will cost you patients in today's information age.
So what does this mean?
My answer to the question noted at the top of this report is this:
Yellow Pages ads should have a place in your marketing mix. Ideally,
small Yellow Pages ads can be worth the cost if used to divert patients
to your website where you will have the latest available information
coupled with a fine-tuned marketing message.
If you have any questions with regards to KCMC Web Development and Email Marketing services or if you wish to receive a complimentary website
consultation please click here to email us. |
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