[pianotech] Yellow pages

[David Lawson]

Hi Paul,

Last year we did an exercise where every new customer was asked why they 
called us & the answers were recorded. Majority was by word of mouth with 
less than 8% being as a direct result of yellow pages advertising. Some of 
the word of mouth customers may have looked in the yellow pages to get our 
number though so we need to keep the listing but it raises questions about 
the worth of an expensive add in the phone book. It was an eye opening 
exercise & well worth doing.

Regards,

Alastair,
David Lawson's Pianos
Australia.

----- Original Message ----- 
From: "Paul Mulik" <paulmulik at yahoo.com>
To: <pianotech at ptg.org>
Sent: Thursday, June 21, 2012 9:33 PM
Subject: [pianotech] Yellow pages


The time has come to renew my AT&T Yellow Pages ad, and I'm questioning 
whether in this day and age, very many people even use telephone directories 
anymore.  Most of my new customers come from word-of-mouth referrals, which 
of course is the best advertising of all, and free.

One thought I had was, suppose I tuned someone's piano five or six years 
ago, and they decided the time had come to have it tuned again "whether it 
really needs it or not," then if this customer checked the yellow pages but 
did not find my name listed, they might conclude I had gone out of business 
and call someone else.

Opinions?

Paul Mulik, Joplin MO