“We don’t need to advertise…”

It was really pretty sad. I pulled up to a store location recently, one that DID NOT advertise in our local directory last year. And the store was vacant. Another failed small business.

empty building

It’s not unusual though: I’ve seen stats that as many as 8 out of 10 entrepreneurs who start businesses fail within the first 18 months. That’s a whopping 80% crash and burn rate.

Of course these business owners had all the answers last year:

  • We are using “word-of-mouth” for advertising
  • Everyone knows us
  • We’re big on Facebook and with other social media
  • And my favorite – “No on uses print yellow pages anymore”

Well, here we are a year later, and the business is no more but our print yellow pages are still going strong. Their “word-of-mouth” was maybe 1,000 people. Our “word-of-mouth” was 40,000 copies to every home and business in the area with product that will be there for THE YEAR. And oh by the way, your ads are also available online at www.SmallPondYP.com.

I’m sure the fact that didn’t advertise in our directory wasn’t the only reason they didn’t make it. But if your business plan doesn’t include spending about 10-12 percent of your gross profits on marketing and advertising (20% if you’re in a competitive industry), then the averages are stacked against you. Unfortunately most start-up and small businesses usually allocate only 2-3%. Hence, the high failure rate.

Which is why we are here. We have a full range of print, digital, and mobile products that can help your business make a big splash with your advertising. But first we need to talk about where your business is and where it is headed.

Call us now at 386-872-4177 or email us at mailto:info@smallpondadv.com so we can schedule time.

Don’t become that next empty store….

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April: The Month to Think Taxes and Future Finances

Tomorrow starts April and it’s not an April Fool’s Joke that in addition to spring showers, the month of April also brings the legality of having to file tax returns. While there’s not a lot of joy in preparing these forms, it does give you the opportunity to get your financial house in order.

The perfect resource to assist you in finding a local business to prepare your taxes or help you determine your financial goals is your Small Pond Yellow Pages directory in print, online (www.SmallPondYP.com) and mobile formats.

We know that all across the nation almost 5 billion references are made to the Yellow Pages each year, with over 63% making a contact, visit or purchase after a search.

Look under the Tax Preparation Services or Tax Consultants headings in the Yellow Pages to find companies that service both individuals and small businesses with their tax and accounting needs.

If you need assistance in resolving a tax issue, you can find nearby companies under the Tax Reporting Services or Tax Grievance Services categories to aid you in finding a solution to your problem.

Once your taxes are filed, it’s time to breathe a little easier and start thinking about your financial future. Peruse the Financial Planning Consultants heading for a personal discussion with an expert on your current status and future financial goals. And now is a good time to start thinking about next year’s taxes, and to look under the Charities or Social and Human Services Organizations sections to consider making donations for tax write-offs. Or, if you owed money to Uncle Sam, check out the Banking category to start putting money away for next year’s taxes.

Also, if you are like a lot of people and need to get a handle on your credit card spending, contact a local business under the Debt Consolidation or the Credit and Debt Counseling Services headings that will work with your creditors to repair your credit and get you back on your feet in no time.

 

Our Small Pond Yellow Pages directories have all the local tax and financial businesses you need in one place. And if you’re one of the lucky taxpayers that gets a tax refund, you can look under the Investment Advisory Service heading to invest your windfall or take your family out to eat at a new place under the Restaurants category.


Why print yellow pages STILL work…

A couple of weeks ago on a Saturday night, the USA Network had the network TV premier of “Skyfall”, the newest of the 23 James Bond movies.

skyfall

I am a BIG Bond film fan having been raised on films that took me to places I had never been, and featured a really dapper guy who was always in control, no matter what the danger was. As a teenager, I marveled at how he always seemed to know what to say, especially around the girls.

I can tell you this TV movie was a big event in our household that evening.

So why should my fascination with James Bond be important to you? Only because we watched that entire movie on network TV and never had to sit through a single commercial. Why — because we recorded it, and then zipped thru the commercials.

But I’m not unique. Research indicates that over 50% of television viewers always skip through the advertising using some type of DVR set-top box that permits time-shifting an event.

So was all that advertising around that movie wasted?? At least half of it was. Question is: do the advertisers who paid big money to be shown during that movie know which half?

I am often asked the same question about our print, online, and mobile Yellow Pages. The answer may surprise you. I’ll give you a hint – it’s about something called “life-events” which create major shopping episodes involving things we usually have little experience with, but more often involving BIG $’s.

And no one fast forwards through these ads….

covers combo

Well, here’s the truth: Unlike the TV, the Internet, or even mobile devices, Yellow Pages are not necessarily used every day; it is not even used routinely. According to CRM Associates, about 90% of its usage is “episodic”, driven by those pesky life events and “out-of-the-ordinary” events in people’s lives.

These events create major shopping activity; involving things we consumers have little experience with (replacing a roof, finding an assisted living residence for an aging parent, replacing a water heater, finding a dental specialist). These events tend to involve big $ expenses. The typical average amount people spend when they use our print, online, or mobile Yellow Pages is about $730.

Most of the types of purchases that fit these activities are service-related. So it should be no surprise that 80% of Yellow Pages’ top headings are service related. The strength of Internet and mobile maybe on the retail side; but the strength of Yellow Pages is, and always has been, on the LOCAL service side.

For major service jobs, such as air conditioning, plumbing, roofing, health care, and even financial planning support, the ideal customer for these businesses is typically someone at least in their 40’s, most likely in their 50s, 60s, or even their 70s.

This demographic is critical to the success of most local service businesses – and will continue to be so for the next several decades. How do we know this? Consider:

  • Over 80% of the nation’s financial assets are held by households 50 and over.
  • 61% of the national’s discretionary income is made by those over 44, and this group accounts for almost two thirds of spending in Yellow Pages top heading categories.
  • The number of people in this age group will increase 40% over the next 10-15 years.
  • And, this group is set to inherit over $11 trillion from their parent’s generation

And surprise!!!  These people are the heaviest users of print, online, and mobile Yellow Pages

People want and trust local service providers. And even with all of the technology available these days, consumers still see Yellow Pages as the most credible source for information about local service providers. These Yellow Page products:

  • Have never been hacked,
  • No one’s identity has ever been stolen,
  • They don’t fill your mail box with junk mail or direct mail flyers for things you don’t need at that time
  • No special Internet connection, power source, or technology is needed – just your fingers

Yellow Pages in print, online, and mobile formats are the ultimate local shopping resource.

For more information about our range of print, mobile, and digital products, contact us at 386-872-4177, or at info@smallpondadv.com

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Small Pond Talks Advertising with New Chamber Members

On March 31st, we were honored to host the new member reception for the Southeast Volusia Chamber of Commerce. We were excited to welcome these new business to the Chamber.

SPA sponsor NSB chamber new member

At the reception I talked about one of the major reasons why many small businesses don’t succeed – they fail to market their businesses.

I’m sure you are familiar with Coke and Mc Donald’s. Yet despite their excellent very well-known brand identities, they still spend significant amounts of their annual budgets on marketing their core message each and every day. Now while a typical small business may never have the size budget that those bigger players do, it doesn’t mean they can be effective with their marketing budget.

At Small Pond Advertising we offer a range of media that helps connect buyers ready to buy with sellers, like your company. Media includes but is not limited to:

  • Print and online Yellow Pages
  • High quality stand-alone coupon books
  • Coupons on the back of register receipts at stores such as Family Dollar, Dollar General, and Sav-A-Lot grocery stores
  • Mobile text marketing
  • Online optimization and Push Marketing programs

In my next post I will talk about the 5 major considerations every small business should have on ANY advertising program (including ours) which I covered with the new members that night.

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