Posts Tagged ‘headings’

Travel Searches Take Off in March

Monday, March 1, 2010

It should come as no surprise that each year in March, the number of travel-related Yellow Pages searches increases as families and students plan their Spring Break trips. However, what I was surprised to discover is that the number of travel searches for “airlines” is actually sky-high in March, receiving more references than any other time of the year. Combined, the “travel agencies” and “airlines” headings receive more than 65.6 million references annually.

What does this mean for our local advertisers? Among the various YP platforms consumers use to search for travel agencies, our data shows local businesses make up nearly two out of every three references. Because nearly 60% of all users do not have just one travel agency in mind when turning to the Yellow Pages, there is a real opportunity to generate qualified leads and establish long-term client relationships. In fact, travel agents that invest in YP advertising are typically seeing a 3-to-1 return on investment.

According to Chris Russo, president and chairman of the American Society of Travel Agents (ASTA), Yellow Pages has been a critical tool in the overall marketing plan of the organization’s members.

For more information – as well as tips from the ASTA on selecting the best travel agency to fit your needs – click here.

March 1, 2010 | 1 Comment
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Florists Searches Double in February

Monday, February 1, 2010

It should come as no surprise that in February, the number of “florists” searches just about doubles the monthly average for the rest of the year in anticipation of Valentine’s Day.

For our local business advertisers, generating leads is key.  Data shows that 85% of Yellow Pages’ shoppers follow-up with a purchase after searching the “florists” heading … and more than 40% of these shoppers will end up purchasing from a florist that they have not used before.

Another interesting factoid about this heading is that a greater number of consumers – about 31% – consult this heading from work either via print or Internet Yellow Pages compared to other headings – about 22%.

If you’re among the 28 million who will purchase flowers this year, take a look at the tips below from our friends at the Society of American Florists to extend the life of your bouquet:

  • If your roses arrived in plastic water tubes, remove them before arranging.
  • Remove any leaves that will be under water, taking care not to damage the green bark.
  • Re-cut stems by removing 1-2 inches with a sharp knife.
  • Immediately after cutting, place roses in a clean, deep vase of water containing a flower food provided by your local florist.
  • Check the flower food solution daily and make sure to keep it full, clean, and fresh. Replace the solution if it becomes cloudy.

Even with such TLC, your flowers are likely to last just a few days, but the ROI for “florists” advertisers remains strong year-round.  The “florists” heading is the 18th most referenced among more than 4,000 different Yellow Pages headings and generates over $30,000 in annual sales revenue per advertiser.

February 1, 2010 | Leave a Comment
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Theater-Goers Make the Most of Yellow Pages in January

Wednesday, January 13, 2010

With all the hustle and bustle and entertaining of the holidays, it’s no surprise many of us don’t make it to the December movie blockbusters. Research tells us that many Americans turn to the Yellow Pages for help researching local theaters in January in an effort to catch up on the movies they missed – without the lines. The “Theaters” heading makes its second biggest splash of the year in November.

It should come as no surprise that “Theaters” is the 20th most referenced heading of more than 4,000. According to the 2008 Motion Picture Association of America (MPAA) Theatrical Statistics Report, the theater industry is a nearly $10 billion industry domestically. One thing you may not know however is that the motion picture community comprises primarily of small businesses and entrepreneurs. Of the over 115,000 businesses nationwide, 81 percent employ fewer than 10 people, according to an MPAA economic impact report, which is probably why so many consumers turn to the Yellow Pages for local listings. I imagine that percentage drastically increases when referencing performing arts and children’s theaters.

Some interesting findings on who is searching for theaters:

  • Over 96 million searches per year
  • Prior to opening the Yellow Pages, 43% of the users had a decision to make – that is, 16% did not have any name in mind and 27% had two or more names in mind (notably higher than the all-heading average)
  • Almost all (98%) of the references in this heading are for personal reasons
  • 88% percent of consumers referencing the heading follow up with a ticket purchase
  • Finally, good news for theaters, the average Yellow Pages consumer spends $71 at the point of purchase

January 13, 2010 | Leave a Comment
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Intermedia Shopping Study

Tuesday, January 12, 2010

The Yellow Pages Association has released some interesting results from the just completed Intermedia Shopping Study (ISS) conducted by TNS. The purpose of the study is to measure consumers’ use of various media during the purchase decision process.

Print Yellow Pages + Internet Yellow Pages at 26.5% came in second to online services at 30.8% for the media used most by consumers during the purchase decision.  More importantly, print Yellow Pages extended the reach of search engines from 29.7% to 43.9%, an increase of almost 50%.

The top used headings for print and internet Yellow Pages are as follows.

PYP

1. Septic Tank Service
2. Funeral Directors
3. Plumbing Contractors
4. Glass – Automobile/Plate/Window
5. Appliances – Service & Repair
6. Roofing Contractors
7. Towing – Automotive
8. Electrician/Electrical Contractors
9. Locks & Locksmiths
10. Doors/Garage Doors

IYP

1.  Employment Agencies
2.  Movers
3.  Check Cashing Services
4.  Air Conditioning Equipment
5.  Building Contractors
6.  Apartments
7.  Nurses
8.  Glass – Automobile/Plate/Window
9.  Storage-HH and commercial
10. Septic Tank Service

The fact that only two headings (Septic Tank Service and Glass) appear on both lists once again demonstrates that PYP and IYP are mutually exclusive and are used for different purposes.

January 12, 2010 | Leave a Comment
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Americans Turn to Dry Cleaners for Holiday Help in November

Monday, November 2, 2009

With all the festivities of the holiday season, it’s no surprise the “Dry Cleaners” heading sees a spike in the month of November. Whether it’s candle wax or cranberry sauce, many Americans look to the Yellow Pages for help saving their favorite table linens and holiday wear.

Data shows that there are approximately 30,000 dry cleaning stores in the U.S. and that the majority of these businesses are single-facility, family-owned operations. Most users come to the Yellow Pages with a dry cleaning decision to make and 87% who reference the “Dry Cleaners” heading follow up with a purchase.

In case you run up against common holiday mishaps, here are some helpful fabric care tips from the Drycleaning & Laundry Institute:

  • Wine and coffee – Lightly touch the stain with an absorbent towel to draw up liquid; blotting can spread the stain. After dinner, rinse with cool water and treat with a mild detergent and white vinegar.
  • Cranberry – Rinse with cool water and treat with a mild detergent and white vinegar before washing.
  • Salad oil – Cover a big spill at the table with absorbent powder and shake off after supper. Apply a mild detergent mixed with household ammonia as soon as possible. Wait 5-10 minutes and wash in the hottest water safe for the fabric.
  • Candle wax – Gently lift off the larger pieces and treat with a solvent-based stain remover product. Wash in the hottest water that is safe for the fabric.

November 2, 2009 | Leave a Comment
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Consumers focus on their pets most in the summer

Tuesday, June 30, 2009

The pet industry is a $45 billion retail industry. Consumers, especially women, love to spoil their pets whether it’s on grooming services or supplies- we’re always looking for the next way to show our furry friends we love them.

According to the 2009/2010 National Pet Owners Survey, 62% of U.S. households own a pet, which equates to 71.4 million homes. The APPA shares, “growth in total pet spending has grown at a pace equal to or greater than most other retail segments and in many cases people will cut back in other areas sooner than cutting back on their pets.”

YPA data indicates that the months of July and August garner the highest frequency of pet searches with “Pet Grooming” seeing the most traction in July and “Pet Supplies & Foods” making its mark in August.

The goods are in the yellow.

The ROI on advertising in these headings is lucrative. Display ads in the “Pet Supplies & Foods” heading generate $18 in revenue for every $1 invested on Yellow Pages advertising.  Ads in the “Pet Grooming” heading generate $2 for every $1 invested.

Some interesting findings on who is searching pet headings:

“Pet Grooming”

  • Sees 58 million references per year, making it the 35th most frequently referenced heading
  • The most usage comes from 50-to-64 year-old women with incomes above $60,000
  • 86% of headings users are looking for a local groomer as opposed to a national chain
  • 41% of heading users end up choosing a groomer who they have previously never done business with

“Pet Supplies & Foods”

  • Sees about 23 million references per year
  • The most coming from 35-to-49 year-old women who have lived at their current address less than three years
  • 43% of all searches are for various pet accessories, such as leashes, harnesses, clothing, aquariums, and cat towers
  • The consumers searching this heading for pet food (22%) are usually looking for specialty dog food, such as biscuits or bones with no meat byproducts

June 30, 2009 | Leave a Comment
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In May, Consumers Think Yellow for Greening the Lawn

Tuesday, May 5, 2009

You’ve probably heard the saying “April showers bring May flowers,” but those May flowers bring eyes to your lawn – and the Yellow Pages.

The “Lawn Maintenance,” “Nurseries-Plants-Trees,” “Landscape Contractors,” and “Fence Contractors” headings receive peak usage in May.

These lawn care – related headings receive more than 155 million references per year, but usage jumps in May, especially among homeowners looking for local contractors.

Local contractors dominate the $40 billion a year lawn care industry, as well as the Yellow Pages – the Yellow Pages is the dominant advertising medium for local lawn care companies. In this economy, the local lawn care industry is still booming due to consumers forgoing travel expenses and spending more around the house.

If you’re looking to fix up your yard, Vicki Bendure, spokeswoman for the Professional Landcare Network (PLANET), suggests searching for local contractors to handle extensive lawn improvements, which can, in addition to beautifying your environment, clear the air of pollutants and filter ground water. Besides environmental benefits, landscaping can pad your pocket by increasing home resale values 7 to 15 percent and lowering your heating and cooling bills.

If you are an independent lawn care company or have lawn care companies as clients, keep these advertising tips in mind to pad your pocket:

  • Within the “Lawn Maintenance” heading, 93 percent of users made a purchase at a place seen in the Yellow Pages.
  • Local display ads in the “Landscaping Contractors” heading provide an ROI of 7 to 1.
  • Consumers referencing the “Fence Contractors” heading are most often 25-to-34 year-old married couples living in a home with three or more persons for less than one year.
  • 95 percent of “Nurseries – Plants – Trees” headings users are looking for a local nursery.

May 5, 2009 | Leave a Comment
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