I have been approached by Thomson Local and asked if I want to place an add in the soon to be released phone directory. I could have three lines of text up to 30 characters per line and the advert would be in a box five cms wide, 3 cms high. I have looked in the current phonebook and all the other bookkeepers have the free one line advert only. The cost would be £189.75 for one year in the phone book from November.
Has anyone advertised in a phone directory and gotten a good response?
It seems cheap enough if its going to win me a couple of clients and the minimum circulation amount is 10100, but its a lot of money to waste if I would be just as well off using a free one line advert.
Does anyone have any opinions as to whether or not this would be a waste of money?
Thanks
Terri
-- Edited by Terri on Saturday 29th of August 2009 09:42:40 AM
It does sound like a good price considering the cirulation of the directory. You just need to ask yourself a few questions to make your mind up :-
1. How do you source a trade/supplier yourself if you are in need of one ? do you look through the directory or go online !
2. The advert works out to roughly £15 per month, can you justify this cost within your budget - taking into consideration your current workload / client numbers.
3. If you went for the free line advert, where in the directory would you be placed. Your business name `a1-bookkeeping` is a good name and I imagine it would take first place in the listing - if so, it may be worthwhile just taking the free line for a year to see what comes up, if not decide next year whether to go for a boxed advert.
I used to do some webdesign, and when I started out I stupidly advertised in everything that came along. Thomson's, Yellow Pages, Wall Planners. The result was that I quickly used up all of my cash, and got virtually zero return.
With my bookkeeping business I have been very careful how I advertise my services, doing it on almost a shoestring budget, and I have had more results that with loads of paid for advertising I had previously.
I would say, do your homework like Julie says, then if you think it's a good idea do it.
of the 10,100 how many will be private households with no need for your service, how many will be bigger organisations with someone in house. From that what will you be left with that will potentially need your services?
Of them, how many will have the thomson's as their first stop?
I would personally use the money for some direct advertising, possibly letters/postcards and follow up phone calls.
The views expressed in this post are my own personal (HRA protected) views, and are not representative of any organisation I have any involvement with.
I would have to agree with both Julie & Kris. From my point of view as a bookkeeper I am trying to attract businesses to me and I feel that Thomson Local and Yellow Pages are both the same of a dying breed which is more directed at the home user, so not my target market. When I am looking for a trader the last place I look is either of these two publications, my first stop is always google and I take it from there. So I think if that is what I do then how many other businesses do the same and I think most of them (this is not just my thoughts but from having spoken to a number of small business owners locally).
Thanks for your replies, you've given me a lot to think about. I understand your points and I am thinking about it. I may go ahead for the simple reason that there may be sole traders out there such as gardeners, window cleaners, mobile hair dressers, dog groomers etc who may not have internet access and also if I am looking for a number, unless I had my pc on, I have a quick look in the phone book. Hmmm, still deciding :D
Let's say that that there are a number of sole traders out there that have no internet access for a number of reasons, and perhaps price was one of those reasons, would they be able to afford your services?
A very key thing about phone book advertising is placement - don't you have to pay a premium to be in highlighted sections and in the top ten?
Personally I believe the individuals in the group you are considering as a target market are more likely to take on a book keeper referred to them personally as opposed to reaching for their phone book.
On both occasions I have had dealings with phone book companies they have used quite heavy handed tactics - though I must say that neither company was Thomsons. A couple of my clients have used Yellow Pages and they paid between 300-400 a month for 2 or 3 clients.
It is highly advisable to handle this with caution.
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Tayo Richards www.admin2day.com admin for today's business
At the moment, I am thinking against it, I have looked in the Thompson Directory now that I am back off holiday and have access to it and there are less than 20 entries under the bookkepers section and the majority of them are well established companies rather than sole traders so as a newy qualified sole trader, I think that it would be pointless trying to compete with them at the moment. I will concentrate my efforts on a mailer and keep pushing with the free advertising that I am using at the moment.
A bookkeeper who knows my hubby said that getting the first five clients is the hard work, after that you might start getting a recommendation or two.
Thank you for all your input, I found it very helpful
