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 Make the Most of Your Advertising Budget
Yellow Pages vs Vehicle Graphics - The Rematch
November/December 2008

In a previous article I wrote of the advantages of vehicle graphics over the Yellow Pages.  Now I'm not saying not to put an ad in the Yellow Pages.  But do you really need more than just a line listing?  Let's examine.  You want to grow your business just like the "Big Boys" of your industry, right?  How can we imitate some of the things they do?  ADVERTISE!  Let's take "Target" for example.  They advertise every way they can.  I know your pockets aren't as deep as theirs but can you imitate them in ways that do fit your budget?  For example, do you have a logo that you use consistently?  Are you advertising on your vehicle(s)?  If so, is your logo prominently displayed?  Applying just these simple things will greatly increase your sales without the need of a full page color ad in the local Yellow Pages.  Don't believe me?  Dust off your Yellow Pages, crack it open and look under the heading "Department Stores".  Find "Target".  And I do mean find it since they do NOT have a full page ad.  Neither do "JC Penney" or "Macy's" and they have the budget to do so.  They know full well that other forms of advertising are more effective.  The point is to redistribute your advertising dollars.  For example, reduce the size of your Yellow Page ad and invest in a logo design that's effective and USE IT.  Ok...now put your Yellow Pages back in the garage under the camping trailer tire and call a professional logo designer.  A designer that knows not only logo design, but application as well, such as vehicle graphics, business cards and stationery.  Now where would a person find such a designer?  Let me see...oh yeah, Signature Graphics!  Sorry Yellow Pages, you lose again!