Some of us of a certain age may remember the Yellow Pages television advert from the early 1980s about an elderly gentleman searching for a book called “Fly Fishing by J R Hartley”.
It is one of the iconic adverts from that era and if you fancy a touch of nostalgia scroll to the bottom of this page to play the video.
Yellow Pages was once the lifeblood of the nation’s small businesses and a household staple used by millions of people who let their fingers do the walking to find services.
Now it’s little more than a doorstop in many British households replaced by the convenience of searching for businesses on a smartphone or computer.
In the early days the choice of mediums to advertise in was much simpler – radio, television or print. Marketing campaigns for businesses often meant an advert in the Yellow Pages and then waiting for the phone to ring.
However, these days it is much more complicated with online channels such as Google, YouTube, Facebook, Twitter and LinkedIn all requiring a presence if you are to complete in your market.
It would be easy to fall into the trap of sacrificing print in place of advertising only online and then not getting the response rates you expect.
In order to cover all the bases and gain get the maximum response rates you need to integrate online and offline approaches and have them working together.
For example, you can use highly targeted direct mail to grab the interest of your intended audience and then drive them online to your website or social media presence to carry out the transaction.
At D2R, we have some unique techniques for producing print that will drive people online and can show you exactly how you can measure the response you get.
So just give us a call before your next campaign to find out how we manage to do that and we would be happy to show you.
Now, here’s that advert…