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Why Yellow Pages Ads Are A Waste of Money

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Buying behavior is changing rapidly as people shift their research and shopping habits from traditional marketing channels to the Internet. Watch the full webinar for more insights on the changing …

Buying behavior is changing rapidly as people shift their research and shopping habits from traditional marketing channels to the Internet. Watch the full webinar for more insights on the changing marketing landscape: http://www.hubspot.com/why-yellow-pages-ads-are-a-waste-of-money

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  • True. Now only few businesses prefer yellow page directories for advertising their business and this is because of the increasing demand of online directories.
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  • Great presentation by Hubspot - a reality check for people spending or going to spend money on directories like Yellow Pages or Classifieds - go where your audience eyeballs are not where they were - this could easily be taken up a level to many traditional media channels are a waste of money!
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  • http://zanypickle.com/2010/06/do-you-still-use-a-phone-book/

Transcript

  • 1. Why Yellow Page Ads Are a Waste of Money
    Mike VolpeVP of Marketing HubSpot @mvolpe
    Andrew QuinnSales Training Manager HubSpot @andrewtquinn
  • 2. 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
  • 3.
  • 4. Sometimes, it’s like…
  • 5. Change the stack!
  • 6. Hello, I’m ready to buy!
  • 7. Publish your ads and…
  • 8.
  • 9. Hello, it’s 1996 calling!
  • 10. http://zanypickle.com/2010/06/do-you-still-use-a-phone-book/
  • 11. 2015
    2000
  • 12.
  • 13.
  • 14. 9 Books
    10 Miles
  • 15.
  • 16.
  • 17.
  • 18. Referred by others
    Advertised
    Solicited by you
    Passersby
    Former customers
  • 19.
  • 20. New comers
    Emergency buyers
    Dissatisfied buyers
    Lifestyle changes
    Infrequent buyers
    Competitor’s customers
    Transient buyers
  • 21. Your message here?
  • 22.
  • 23.
  • 24. http://searchengineland.com/is-yellow-pages-becoming-an-obsolete-concept-38752
  • 25. Intermedia Shopping Study conducted by TNS Global Market Research
    http://www.ypassociation.org/Content/NavigationMenu/Resources/ResearchInstitute/default.htm
  • 26. Intermedia Shopping Study conducted by TNS Global Market Research
    http://www.ypassociation.org/Content/NavigationMenu/Resources/ResearchInstitute/default.htm
  • 27. Probably not the best strategy…
  • 28.
  • 29.
  • 30. Marketing is Changing
    1950 - 2000
    2000 - 2050
  • 31. Outbound Marketing
  • 32. Outbound Marketing is Harder
    800-555-1234
    Annoying
    Salesperson
  • 33. Inbound Marketing
    Create
    Optimize
    Promote
    Convert
  • 34. Case Study: Reynolds Golf Academy
  • 35. Results: Reynolds Golf Academy
    Increased web traffic and lead volume by over 5,000%
    Accumulated over 300 blog subscribers
    Attracted 4,191 inbound links
  • 36. Case Study: Jammin’ With You
  • 37. 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.
  • 38. Case Study: Beacon Hill Athletic Clubs
  • 39. 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
  • 40. Case Study: River Pools and Spas
  • 41. 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
  • 42. Case Study: Lauterstein-Conway Massage
  • 43. 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
  • 44. 420% more leads
    for companies that buy HubSpot and embrace inbound marketing
    Source: MIT graduate student analysis of HubSpot customers http://HubSpot.com/ROI
  • 45. Next step:
    Talk to an expert.
    No cost. No obligation.
    Get a free, custom
    assessment of your website.
    www.HubSpot.com/IMA
  • 46. Q&A
    www.HubSpot.com/IMA
    Mike VolpeVP of Marketing HubSpot @mvolpe
    Andrew QuinnSales Training Manager HubSpot @andrewtquinn
  • 47. 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