A True Story
Former YELLOW PAGES Marketing Executives Tell All!
Paul’s Plumbing came to the table prepared to dominate his market. His plan was to take out two back-to-back, double page ads in the Yellow Pages. He would also use a coupon on the front cover of the book, for which he would paid $10,000 a month. Will Paul get a good return on his investment? You better believe it. How do we know? Well, depending on the nature of your business, if you can dominate your heading in the Yellow Pages, you are sure to get a good return on your investment, it’s that simple.
We also sold a bold listing to Bob Barker Plumbing just down the street from Joe’s Plumbing for $25 a month, after convincing him that the bold listing would give him a “more dominant presence” in the Yellow Pages Directory – hmmmm.
During our training as advertising professionals, it was drummed into our heads that we were marketing consultants and not sales people. The training and skills that we acquired were designed for us to help business owners grow their company. Ours was to consult with the business owner and find out their needs. Based on our consultation, and armed with a wealth of resources and extensive market research, we made our recommendations. Because our only product was the Yellow Pages, it became increasingly harder to give an unbiased recommendation to our clients because we knew what worked and what didn’t. However, our allegiance had to be with the source of our income. This conflict of allegiance between the advertiser, the client and the sales person plays out everyday in the advertising and marketing world.
For a lot of businesses, the Yellow Pages is not the ONLY answer. The market has changed and consumers need more information to make their purchases. A strategic marketing plan that promotes both online and traditional media is the answer . Tangible Gains was born as a means of overcoming this conflict of allegiance. Our desire is to become a full-service marketing, training, and web development department for business owners who do not have the time, or know-how, to make available marketing resources work for their business.
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