yellow page advertising 04 by Editorial Zone
Published Date: 03/08/07
Everything was in a slump at the pizza place. Yes, we were making enough money to pay the rent, but just barely. With the summer coming up, we were afraid that business would decline as the students left town. It is true that people eat more pizza during the summer, but with less students around we weren't sure that we would have a net gain. We knew we needed to make some advertisements, and quickly.
We discussed all kinds of things, but the one that we settled on was pretty conventional: yellow page advertising. No one could get excited about Yellow Pages advertising. People wanted to do everything else. We discussed advertising on the Internet, subliminal advertising, television advertisements, but nothing worked. We did not have the budget for most of these ideas, and our previous foray into Internet advertising had been a total bust. Yellow Page advertising seemed like the only solution. If only we had known sooner what an effective solution it was!
I think we were uniquely situated to benefit from yellow page advertising. You see, we are a pizza joint. People don't order pizza delivery because they crave a certain restaurant. People order pizza delivery because they crave pizza. This is why yellow page advertising is so powerful. Your typical pizza consumer opens the Yellow Pages, takes a quick look, and orders. They might go with an old standby, but they just as easily might not. The right yellow page advertisement could sway them and make them change their mind.
It certainly seemed to work for us. Once we started our Yellow Page advertising campaign, we had all kinds of people trying us for the first time. We even came up with a clever plan to figure out how effective the Yellow Page advertising was. We put an ad in the Yellow Pages that first-time orders could get a special discount if they mentioned that they had seen our ad in the Yellow Pages. Apparently, a lot of people have!
It just goes to show you that sometimes, the old standbys are the best. If we had tried some fancy, newfangled advertising campaign, who knows if it would have worked or not. Taking out a full-page ad in the yellow pages did just the trick. Business is better than ever, even though the students are gone for the summer. I cannot wait to see how it gets when they come back.
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