Every small business wants to grow. But how can they do that? The simple answer is they need to target their advertising towards the “NEDICT”’s.
We once again asked Jacqui Cherven Bickel (yes, she has recently gotten married – Congrats Jacqui) of Genesis Publisher Services, a company that provides sales training and support services to a number of publishers, who these buyers that SMB’s should be directing their advertising programs to? She immediately educated us on the NEDICT factors:
“N” as in New Comers
Now matter how static you may perceive a small town to be, you would amazed at the changes they occur each year in that town. Just compare the white page listings year to year and you will see the new people that have moved in to town, and unfortunately those that have moved on.
This is great news for an SMB’s – they need to be able to reach those 20-25% of new people in their community that don’t know them, haven’t heard about them, or don’t even know their business exists. This crop of new comers is needed to replace those clients that every business will lose each year. Does the businesses advertising message speak to these new people in their market??
New comers could also be those consumers who may be new to the need to the products and services offered by the SMB. An example may be the first time homeowner. If they’ve rented a home or an apartment or lived with parents up until the purchase of their first home, they’ve not likely needed the services of say a landscaper, a roofer, an air conditioning contractor or many other businesses. Now that they have become homeowners, the need for such services will arise.
“E” as in Emergency
The most classical use noted for a print Yellow Pages is when that water pipe has burst, there’s water everywhere and a consumer needs someone NOW! Let’s face it – emergencies happen. It is called “life”. And often they come up when we least expect them.
If a directory can contain upwards of 4,000 potential headings, there is no way a consumer/buyer can be an expert in all of those categories. That’s way it’s critical that an advertisers program speaks to what they can do in the case of an emergency, or how they will satisfy that wide range of urgent needs that pop up.
“D” as in Dissatisfied
Can you name a bunch of businesses you have dealt with where you weren’t happy with their products or services, and vowed to never again do business with them? That should an easy list to create. But what happens when you need that product or service again? The consumer/buyer needs to find another business to work with, thus, they go into the Yellow Pages without knowing who they’re going to call, only knowing who they AREN’T going to call!
“I” as in Infrequent
How often do you usually need to replace a roof, find an extended care facility for an elderly family member, find a veterinarian that has weekend or holiday office hours, replace a busted garage door, etc.. etc., etc. For many of us, these are unique, often one-time events. But when the need arises, where can I find the local SMB’s I need, and even get educated on what questions I should be asking?? Hint: it’s not in the newspaper, on cable TV, or over the radio.
“C” as in Comparison
Even if I’m pretty happy with the business I have used in the past, human nature is to do at least some comparison shopping just to be sure I am getting the best deal and service available. What better place to do that than in a Yellow Pages where all of the provider’s of those products or services are group together in that same heading for my easy viewing. For example, your favorite, local, mom and pop hardware store — Ralphs Hardware, did you know they now have equipment rentals? And how would I know that unless that put that information in their ad?
“T” as for Transient (as in traveler or tourist)
I’m sure each of you has a story about how sometime during your travels, you forgot something, your eyeglasses broke, you would really like to go to a sushi restaurant, or that you needed an office supplies store. You don’t know the area, what businesses are there, or even where can I find them?
Another way to think about it – calculate the number of hotels in the area, add up all of the rooms they have, assume a 75% occupancy rate, and an average stay of 2 – 3 days, and the number of travelers you have in your market will astound you. All of those travelers, will have needs in a place they aren’t familiar with.
These are just some of the core buying needs that bring consumers to local SMB’s. Which is why they need to make sure their advertising message speaks to each of them, in a comprehensive Yellow Pages program, in print, online, and mobile.
Are you helping your advertisers (or potential advertiser) be found for each of these buying needs?