According to Scott Cullen, editorial director of Office Solutions magazine, small businesses put supply needs on the back burner at the end of each year and through the beginning of the next.
By March, small businesses are getting organized and ramping up for the rest of the year, and supply needs are finally handled. That’s when we see usage of the “Office Supplies” heading jump.
Most often, those handling the supply needs are 25-49 year-old college graduates with household incomes greater than $60,000, which Cullen says is consistent with the demographics of most small to mid-size businesses. The heading is usually referenced for paper supplies, computer equipment, and parts for other office equipment.
Additionally, the heading is also referenced for office supply services, such as local business card printing and copy services.
Cullen suggests that if you’ve been laid off recently, the businesses listed in this heading can help you get a unique competitive advantage in the current job market through business card and resume printing.
If you own a local office supply store, this heading can help you get more bang for your buck: the average ROI received from local display ads at the office supplies heading is over $6 of sales revenue and $2 profit for every $1 spent on advertising. That’s less cost per customer than any other advertising medium.
Here are some more helpful Yellow Pages data points that will pump up your advertising reach:
- 91 percent of “Office Supplies” headings users are ready to buy.
- 65 percent of usage is for business purposes.
- Print headings users visit office supply stores 20% more frequently than the average customer.
- This heading is referenced nearly 29 million times annually.
- 67 percent of users with one name in mind still review about 3.6 other ads, on average.
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