In fact, more than 55 million references are made to automobile renting and leasing in print and Internet Yellow Pages each year, with the highest number of lookups occurring in August, according to the Local Media Tracking study conducted by Burke for the Yellow Pages Association. Additionally, “Auto Rental and Leasing” is among the top 40 most referenced headings from more than 4,000-plus.

Our data show that businesses advertising in this heading reach a highly-favorable customer base:

• Nearly two-thirds (62.7%) of consumers referencing the automotive rental and leasing heading follow up with a purchase compared with 49.3% for all headings combined.
• Because an auto rental is such an infrequent purchase, most consumers need information to help them decide where to make a purchase. Seventy percent of Yellow Pages users either have no company name or multiple names in mind when looking at the heading, and more than half of shoppers (52.5%) end up doing business with a business that they have never used before.

• Purchasers who used print or Internet Yellow Pages are about three times more likely to spend $101-200 than the average headings user, and two times as likely to spend in the $201-500 range.

• Those most likely to reference this heading are 25- to 34-year-old males with a college degree. They also tend to be single and live in the Northeast.

These data points show the great value and return-on-investment that Yellow Pages directory ads provide for automotive businesses seeking to reach ready-to-buy consumers.

For more information, read our press release about the auto rental and leasing heading.

When it comes to a major buy like an air conditioning system, consumers rely on Yellow Pages to provide the trusted local business information they need to get started on their purchase. In fact, over the course of the year, more than 32 million references will be made to air conditioning contractors and systems in Yellow Pages directories—with the highest number of references occurring in July— according to the Local Media Tracking Study commissioned by YPA and conducted by Burke.

A review of the data also show that:

• An air conditioning heading user spends $1,497 on average, significantly higher than the all-headings average of $440.
• The average user seeking to purchase an A/C system looks at approximately 5.4 ads, higher than the all-heading average of  4.9 ads.
• Because air conditioning equipment is an infrequent purchase, most consumers are in a search mode when shopping.  Fifty-six percent of Yellow Pages users either have no name or multiple names in mind when looking at the heading, providing an opportunity for advertisers to influence consumers’ decisions about where to purchase. Moreover, 70% of shoppers end up doing business with an establishment that they have never used before.

• Data also show that hot weather is a larger driver than cool weather to Yellow Pages directories.

As this data indicates, consumers who reference air-conditioning contractors and systems through a Yellow Pages directory are likely to consider a larger number of businesses before making their purchase—and willing to spend a lot, too. That means that those local businesses who invest in advertising in this category have a higher likelihood of attracting the high-quality local leads they seek the most.

For more information, read our press release about air conditioning references.

A review of the data show that:

• Of those who purchased golf equipment after their search, 73% were new customers to where the purchase was made
• 30% of customers who make a purchase at a public golf course after referencing Yellow Pages directories are new to the point of purchase
• With an average sales return on investment for local display ads of between 2-to-1 and 4-to-1, public course and equipment shop owners turn to Yellow Pages to help generate qualified sales leads that can lead to long-term relationships
• Nearly three-quarters of users indicated they were looking for local golf equipment and supplies businesses vs. chain stores

As this data indicates, popular pastimes such as golf continue to generate significant business leads for our clients.

For more information, read our press release about the golf headings.

• Prior to opening the Yellow Pages, nearly three quarters of users (72%) have a decision to make, meaning they do not have any particular business in mind, or are deciding between two or more places.
• Nearly three quarters of consumers looking for caterers look at one or more ads and among those looking at ads, the average is 5.7 ads referenced (both values are notably higher than the all-headings average)
• 60% of purchases made under this heading are made by customers new to the business (compared to 43% for the average heading)

Yellow Pages is a helpful tool for those who want to research what local caterers have to offer before committing to a specific business for their next big event. The catering heading receives more than 22 million references in print and Internet Yellow Pages each year.

Depending on the industry and business, different Yellow Pages platforms and offerings may work better than others to attract new business customers. That’s why it’s important to work with a Yellow Pages sales representatives on the best portfolio for your business.

For more information, read our press release about the Yellow Pages “caterers” heading.

Each month, we like to highlight which headings are most popular with consumers during that point in the year. For example, in February, we partnered with the Society of American Florists to share data which showed that 85% of Yellow Pages’ shoppers who search the “florists” heading in Yellow Pages followed-up with a purchase, and that more than 40% of these shoppers will end up purchasing from a florist that they have not used before. That’s good news for local florists looking for new customers during Valentine’s Day season – as well as consumers interested in finding the best floral shops in town.

In April, one of the most popular Yellow Pages headings has to do with a favorite American pastime – motorcycling!  This month, owners across the country are dusting off their motorcycles and searching for dealers with the latest parts and accessories like helmets, jackets and boots. According to Pete terHerst, spokesperson for the American Motorcyclist Association (AMA), April is prime-time for riders everywhere to shop for parts and riding gear.

While April, May and June are always particularly popular months for “dealers” searches, it was interesting to note that nearly half of consumers polled were looking for that local trusted shop as opposed to a larger chain or brand dealership. This is good news for our advertisers as the percentage of people looking at one or more ads – 73% – is notably higher than the all-heading average.

Take a look at our release for more information as well as tips from the AMA on how to have a safe and exhilarating riding season. Happy riding!

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.

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 18^th most referenced among more than 4,000 different Yellow Pages headings and generates over $30,000 in annual sales revenue per advertiser.

It should come as no surprise that “Theaters” is the 20^th 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

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.

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.