In this panel discussion at DMS’08, there were a few large service business customers (Avis, Orkin, ServiceMaster) and the topic was the importance of the Yellow Pages to these businesses. Now these are not your typical small business but I want to provide a general summary of what was stated. I was not going to get specific to speaker or company because the points they made are what is important.
- IYP and print Yellow Pages seem to be competing (for ad $) against one within these large companies
- Print Yellow Pages still in top 3 of their marketing strategies
- IYP are also fighting Google and the search engines for traffic
- Social media is seen as an opportunity and are working to implement
- Direct mailing marekting is playing an increasing role in marketing campaigns
- Pay per call in print ads is growing