This photograph was taken this morning in the lobby of our offices. I have literally walked by this stack of Yellow Pages every single day for the past several months.
The building where we work is “home” to several law firms and sole practitioners. Even they do not feel compelled to pick up the copy that was designated for delivery to their office – despite the fact that many of them have paid to be advertised in them.
It is becoming clear that the days of printed phone books are numbered. The Yellow Pages Group recently announced that the residential book is only delivered on request to those who live in major Canadian cities. But did you know that they also have an “opt-out” program for delivery of those printed Yellow Page directories? The questions to consider are:
- How long until that opt-out program becomes an “opt-in” program similar to the residential book delivery?
- With their physical distribution numbers trending downwards, are you paying less for that printed advertisement?
Even the Yellow Pages Group have recognized that peoples’ search methods are switching to online/mobile sources. Stop and think about the last time you asked your assistant to source something for the firm. Where did they begin their search? My bet is they started it online with Google, Yahoo or Bing.
So before you sink more of your hard earned money into your printed Yellow Pages advertising, consider these facts:
- Your target audience may have opted out of receiving a copy of the book, and
- Your advertisement may stay “trapped” inside a stack of unopened books (like the ones in our lobby).
My advice to you: consider spending your dollars on online advertising and marketing. Create a search engine optimized website. Combine that with an effective online marketing strategy. And don’t listen to your account executive from the Yellow Pages who continues to insist year after year that you still need a full page, full colour print ad in one of their books.
Natalie brings a passion to the business that ensures the entire LawyerLocate.ca team strives to improve the service for both lawyers and the general public. To that end, she is committed to ongoing communication with our members and welcomes and relies on clients’ input to continually evolve the service to make it better for all.