Why Yellow Pages Ads Are A Waste of Money

Why Yellow Page Ads Are a Waste of Money
Mike VolpeVP of Marketing HubSpot @mvolpe
Andrew QuinnSales Training Manager HubSpot @andrewtquinn

Before We Get Started
Live attendees on Twitter: #YPAds
A recording will be available afterwards
Q&A at the end, ask in webinar or on Twitter
More info, more questions & discussion: http://blog.hubspot.com/blog/tabid/6307/bid/7404/Why-Yellow-Pages-Ads-Are-Becoming-Obsolete.aspx

Sometimes, it’s like…

Change the stack!

Hello, I’m ready to buy!

Publish your ads and…

Hello, it’s 1996 calling!

http://zanypickle.com/2010/06/do-you-still-use-a-phone-book/

2015
2000

9 Books
10 Miles

Referred by others
Advertised
Solicited by you
Passersby
Former customers

New comers
Emergency buyers
Dissatisfied buyers
Lifestyle changes
Infrequent buyers
Competitor’s customers
Transient buyers

Your message here?

http://searchengineland.com/is-yellow-pages-becoming-an-obsolete-concept-38752

Intermedia Shopping Study conducted by TNS Global Market Research
http://www.ypassociation.org/Content/NavigationMenu/Resources/ResearchInstitute/default.htm

Probably not the best strategy…

Marketing is Changing
1950 - 2000
2000 - 2050

Outbound Marketing

Outbound Marketing is Harder
800-555-1234
Annoying
Salesperson

Inbound Marketing
Create
Optimize
Promote
Convert

Case Study: Reynolds Golf Academy

Results: Reynolds Golf Academy
Increased web traffic and lead volume by over 5,000%
Accumulated over 300 blog subscribers
Attracted 4,191 inbound links

Case Study: Jammin’ With You

Results: Jammin’ With You
Grew customer base by 400%
Nearly tripled number of teachers
“HubSpot has made a world of difference,” said Josh. In a year, his website has attracted hundreds of new customers.

Case Study: Beacon Hill Athletic Clubs

Results: Beacon Hill Athletic Clubs
Eliminated 20,000 pieces of direct mail without losing any members
Attracted over 1500 leads in 6 months
Saving about $5,000 per month on advertising

Case Study: River Pools and Spas

Results: River Pools and Spas
Increased organic traffic 120% in three months
Reduced PPC spending 50% compared to 2009
Organic search traffic grew from 176 visitors per month to over 6,900 per month

Case Study: Lauterstein-Conway Massage

Results: Lauterstein-Conway Massage
Doubled website traffic in one year
Attracted nearly 2,000 leads in 6 months
Saved $35,000 from marketing budget in 2010

420% more leads
for companies that buy HubSpot and embrace inbound marketing
Source: MIT graduate student analysis of HubSpot customers http://HubSpot.com/ROI

Next step:
Talk to an expert.
No cost. No obligation.
Get a free, custom
assessment of your website.
www.HubSpot.com/IMA

Q&A
www.HubSpot.com/IMA
Mike VolpeVP of Marketing HubSpot @mvolpe
Andrew QuinnSales Training Manager HubSpot @andrewtquinn

Appendix: Case Study Links
http://www.hubspot.com/customer-case-studies/bid/5753/Pool-Construction-Company-Reduces-PPC-Spending-50-Grows-Organic-Leads
http://www.hubspot.com/customer-case-studies/bid/6368/Music-School-Grows-Customer-Base-400-with-HubSpot
http://www.hubspot.com/customer-case-studies/bid/6576/Boston-Health-Club-Drops-Direct-Mail-and-Pumps-Up-Leads-with-HubSpot
http://www.hubspot.com/customer-case-studies/bid/6799/Massage-School-Stops-Buying-Leads-by-Leveraging-HubSpot
http://www.hubspot.com/customer-case-studies/bid/4791/Georgia-Golf-Academy-Grows-Inbound-Leads-50x

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Why Yellow Pages Ads Are A Waste of Money

by HubSpot All-in-one Marketing Software on Dec 14, 2010

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Why Yellow Pages Ads Are A Waste of Money — Presentation Transcript