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.
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 386-256-7353 or email us at mailto:info@smallpondadv.com so we can schedule time.
Don’t become that next empty store….
Tags: failed small business, no one uses print yellow pages, print Yellow Pages, results from yellow pages, Small Pond Advertising, Small Pond Yellow Pages
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.
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….
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 386-256-7353, or at info@smallpondadv.com
Tags: advertising, Buy Local Shop Local Keep It Local, directory, Internet Yellow Pages, life events, print Yellow Pages, small business, smallpondyp.com, who uses yellow pages
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.
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.
Tags: effective advertising, Internet Yellow Pages, keep it local shop local buy local, Ken Clark, local small buisness, Mobile Yellow Pages, Port Orange Yellow Pages, print Yellow Pages, Small Pond Advertising, Small Pond Yellow Pages
The weather was great and so was the turnout. We handed out over 1600 New Smyrna Beach coupon books and advertiser inserts at this one day event held Saturday on Canal Street in lovely downtown New Smyrna Beach.
We had numerous chances to introduce people to our new mobile Yellow Pages where no app has to be downloaded if you access www.SmallPondYP.com from your mobile phone. We also showed people how you can Find It Fast when looking for local small businesses in the area in the Small Pond Yellow Pages no mater what format you prefer — print, online, or mobile.
The new print directories should be arriving in about two weeks.
Shop Local. Buy Local. Keep It Local
Tags: Buy Local Shop Local Keep It Local, find it faster, Internet Yellow Pages, local small buisness, Mobile Yellow Pages, NSB Home Show, print Yellow Pages, Small Pond Yellow Pages, www.smallpondyp.com
Yes indeed, the Port Orange print directories arrived today. Of course with all of the recent rain here in central Florida we had to hustle to get them under cover before the rain started. Our fearless leader Ken Clark even jumped in to help….
What’s new in the nearly 40,000 copies of the directory which are being delivered to the Port Orange area:
- A new Fishing Guide with local charter groups and more..
- An enhanced Golf Guide with reviews about local courses
- Our regular favorites — the Restaurant and Pizza guides (yum!)
- The cover photo comes from a member of the Port Orange Camera Club — a great picture of the local Family Days event from about two years ago
- And all of the information and ads in the print edition can also be found online at www.SmallPondYP.com and through our new mobile interface (NO app required…)
This is the ONLY directory that features local small businesses here in the Port Orange area… And it is now available in PRINT, ONLINE, and MOBILE formats…
Tags: find it faster, hiring Port Orange, Internet Yellow Pages, keep it local shop local buy local, Ken Clark, print Yellow Pages
