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Making Marketing Decisions in Tight Economic Times

Sue Weinman Comments
Continued from page 1

Ad placement is determined by size and seniority, not frills. On average, more calls are generated by ads that appear closer to the beginning of the heading than those farther back. Make sure you provide content highlighting special features of your facility, such as RV and boat storage or free move-in truck, etc.

Don’t overlook the importance of appearing in the white pages as well. Statistics show that 52 percent of those reading a directory are looking for a specific business by name. They might have passed by your facility, were recommended by an existing customer, or be a previous customer. It is easier for them to locate you by name in the white pages than searching for you under a specific heading elsewhere.

Finding you in the white pages quickly and easily with a bold listing or yellow highlighted name will prevent a customer from calling competitors’ ads that catch their eyes in the Yellow Pages. Still, 48 percent are looking for any business, so you must have a substantial appearance in the Yellow Pages to capture this audience.

Unlike other forms of advertising, Yellow Pages connect potential customers to your business when they are ready for your services. Very few people, if any, simply pick up the Yellow Pages for their reading enjoyment. They pick up the directory when they are ready to make a call or visit a facility. Your ad acts as a well-trained employee, available 24/7/365 to answer questions and convince people to visit your site.

When Times Are Tough, the Tough Keep Going

Customers still need to find you even in a poor economy. We all hope the economy will rebound soon, but in the meantime, you must do your best to offer a solution to the needs of the consumer while keeping your business profitable. Businesses that advertise will prevail. If you are not there for customers to find you, they cannot turn to you for a solution.

Sue Weinman is vice president, Yellow Page Services, of Michaels Wilder Inc., an advertising agency specializing in Yellow Pages, Internet marketing and talent recruitment for the self-storage industry since 1989. For more information, visit

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