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The White Pages: A Forgotten Marketing Tool

Michelle Millis Comments
Continued from page 1

The Importance of the White Pages

Many business owners are unaware of opportunities the White Pages offer. You can position your business as an industry leader by incorporating a strong White Pages program into your marketing strategy. Approximately 78 percent of consumers access the White Pages at least 2.5 times per week, according to a 2005 YPA White Page Usage and Perception Study. Of those that use a product or service after locating a business in the White Pages, 60 percent are repeat customers, the study showed.

Repeat and referral business has historically been the most cost-effective form of advertising. If someone refers your storage facility by name to a friend, but doesn’t have the phone number readily available, the friend’s ability to find you easily and quickly in the White Pages is precious.

You may have great signage and street exposure, but how would a potential tenant find your phone number? The easiest way is through the White Pages. With the storage heading heavily occupied in the Yellow Pages, finding you in the White Pages by name makes it easier and doesn’t expose potential tenants to your competitors.
Make it Easy to Be Found

There are also many enhancements now offered in the White Pages. The most common and least expensive is to bold your listing to make it stand out. This is suggested especially if you have a name that’s common, begins with the letter A, or follows the city, county or street name. Some White Pages directories also offer color listings, which can further set you apart.

Ads can also incorporate your logo for easy recognition. In appeal ratings, 41 percent of respondents like to see a business name in bold, according to the YPA survey. Thirty-five percent prefer to see a Web address included so they can access additional information online, and 47 percent like to see the facility’s hours of operation.

Other enhancements include banner and corner ads that repeat every few pages. These types of ads have proven valuable for attracting customers who are looking in the White Pages for another business.

Make sure you’re listed when a customer is looking for you, whether it’s in the White Pages, the Yellow Pages or on the Internet. If they already know the name of your business, good job. Now help them by providing a quick, easy way to contact you. Increase the likelihood that a customer will call or visit your business and capture a potentially missed opportunity. The White Pages have always served as a valuable tool to connect customers with businesses in their local area.
Michelle Millis is a senior client-service manager 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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Capturing Self-Storage Customers on the Web

Self-Storage Talk: How Much Are We Spending in Yellow Page Advertising



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