A couple of weeks ago on a Saturday night, the USA Network had the network TV premier of “Skyfall”, the newest of the 23 James Bond movies.
I am a BIG Bond film fan having been raised on films that took me to places I had never been, and featured a really dapper guy who was always in control, no matter what the danger was. As a teenager, I marveled at how he always seemed to know what to say, especially around the girls.
I can tell you this TV movie was a big event in our household that evening.
So why should my fascination with James Bond be important to you? Only because we watched that entire movie on network TV and never had to sit through a single commercial. Why — because we recorded it, and then zipped thru the commercials.
But I’m not unique. Research indicates that over 50% of television viewers always skip through the advertising using some type of DVR set-top box that permits time-shifting an event.
So was all that advertising around that movie wasted?? At least half of it was. Question is: do the advertisers who paid big money to be shown during that movie know which half?
I am often asked the same question about our print, online, and mobile Yellow Pages. The answer may surprise you.
I’ll give you a hint – it’s about something called “life-events” which create major shopping episodes involving things we usually have little experience with, but more often involving BIG $’s.
And no one fast forwards through these ads….
Well, here’s the truth: Unlike the TV, the Internet, or even mobile devices, Yellow Pages are not necessarily used every day; it is not even used routinely. According to CRM Associates, about 90% of its usage is “episodic”, driven by those pesky life events and “out-of-the-ordinary” events in people’s lives.
These events create major shopping activity; involving things we consumers have little experience with (replacing a roof, finding an assisted living residence for an aging parent, replacing a water heater, finding dental specialist). These events tend to involve big $ expenses. CRM Associates says the typical average amount people spend when they use our print, online, or mobile Yellow Pages is about $730.
Most of the types of purchases that fit these activities are service-related. So it should be no surprise that 80% of Yellow Pages’ top headings are service related. The strength of Internet and mobile maybe on the retail side; but the strength of Yellow Pages is, and always has been, on the LOCAL service side.
For major service jobs, such as air conditioning, plumbing, roofing, health care, and even financial planning support, the ideal customer for these businesses is typically someone at least in their 40’s, most likely in their 50s, 60s, or even their 70s.
This demographic is critical to the success of most local service businesses – and will continue to be so for the next several decades. How do we know this? Consider:
- Over 80% of the nation’s financial assets are held by households 50 and over.
- 61% of the national’s discretionary income is made by those over 44, and this group accounts for almost two thirds of spending in Yellow Pages top heading categories.
- The number of people in this age group will increase 40% over the next 10-15 years.
- And, this group is set to inherit over $11 trillion from their parent’s generation
And surprise – these people are the heaviest users of print, online, and mobile Yellow Pages…..
People want and trust local service providers. And even with all of the technology available these days, consumers still see Yellow Pages as the most credible source for information about local service providers. These Yellow Page products:
- Have never been hacked,
- No one’s identity has ever been stolen,
- They don’t fill your mail box with junk mail or direct mail flyers for things you don’t need at that time
- No special Internet connection, power source, or technology is needed – just your fingers
Yellow Pages in print, online, and mobile formats are the ultimate local shopping resource.
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