I'd like to weigh-in on the anti-Yellowpages.com side of the debate.
Google is the NEW Yellow Pages.
Invest "other" ad monies into Search Engine Optimization... NOW.
Is anyone looking at their site traffic stats to see WHERE your visitors are finding you from? I am about 1000:1 Google search hits vs Superpages.com.
I am in a small market in upstate NY (Syracuse). We average 3,000 unique visitors per month, 30% are from search engine queries (1,000 unique users per month). Of that 1,000 > 70% are from classic directory like searches (name, brand, location).
Is anyone listening to the incoming calls to see the "quality" of the up generator? We used callbright and all I hear is classic phone directory questions (what are your hours? is Bill in? etc...).
Because it's "cheap" is Yellowpages.com & Superpages.com a value? Speaking as a past VZ rep, Sales reps are trained to run the classic ROI pitch were your ad spending trickles down in to revenues. The buyer thinks "it's only $350..." and the buyers optimism leads them to a positive conclusion. I'm an old coot, been self-employed for decades and have been thru several recessions. When business is bad, you learn how to ask tough questions and pass over misc. spending.
In my world, there are 2 users of a Directory. Almost all are looking for your phone number and the remaining few are "no gross grinders". So, if we're fishing for "no gross grinders", do they care about TOP of the listing?
NOT.
Action:
Move all marketing efforts out to SEO.
Results Speak for themselves:
Competitors:
%20%20phoenix%20%20ny&form=QBRE&go.x=10&go.y=10
FORM=CBPW&first=1&noredir=1
Compete other markets:
1&q=CHEVY%20CARS%20IN%20ROCHESTER%20NEW%20YORK&spell=1
Expand your market to your REGION:
GGLJ,GGLJ:2006-21,GGLJ:en&q=used+chevy+avalanche+upstate+ny
Just my $0.02
Joe
