Experiencing major events in their life (80 percent)
Click
here to view Simmons' National Consumer Survey illustrating
the increase in Yellow Pages usage for those that experience major
events in their life.
Measuring the Response
One way to measure the value of yellow page advertising is by a specifically
assigned metered phone number (RCF#s). These direct measures of value
provide quantitative proof of exactly how many calls are generated
by a given ad. This way you can quantify your return on investment
(ROI) with reasonable certainty. Other mediums such as radio or television
are broader influencers and are much more difficult to measure. An
RCF number is a mechanism that offers real, measurable, proven results.
Successful ROI for Capital City Auto Insurance:
The 2002 ad in the Roseville, Citrus Heights and Granite Bay Directory
for Capitol City Auto Insurance received 288 calls in the first month
after release, and averaged 189 calls per month for the entire year.
If Capitol Insurance knows they generally need five calls to make
one sale, and that one sale is worth an average of $200, they are
able to calculate a solid return on investment for their yellow page
advertising dollar. Television, radio and magazine investments simply
do not have this precise tracking capability.
