Are you advertising in Thompson Local??? Advice needed

[Richard1973]

Hi,
Fellow tradespersons. Do you make any sales via the Thompson Local paper directory???
I operate my business in a defined geographical area so need to target my customers based on their location.
I have been regularly contacted by Thompson Local over the last few months saying they can offer me listings at x price and the local directory is out in July to 100,000 homes in one of the areas I cover.
The price keeps going down and they are now quoting £100+vat for a small 3cm box ad in the printed directory only.

Looking at the forum posts it looks like many people do not rate the web directory at all and I agree I'm not drawn to the cost of paying for web presence on their site when compared to my Google PPC and Google Places but summer is the peak of my business and I'm wondering whether the paper directoy might still yield some custom from householders and small businesses in the area.

I know google is where most people go and most people have internet but do householders sometimes just reach for the last thing to drop through their letterboxes with local ads in rather than switching the computer on.
Of course there's always the small but definately existing percentage of people who don't use the internet for everything.

Yellow Pages wanted a huge amount for an ad and I would get totally swamped in the section for my trade so I'm thinking that would be wasted money.

Do you advertise in the Thompson Local paper directory and do you get any business from it?

Is £100+Vat for 100K drops a good price and should I expect to be able to negotiate a lower rate before deadline date?
Local free paper to same area and same no of drops is total of £100inc vat for a 6cm ad over 4 weeks.

Grateful for any of your thoughts

Richard1973

 

[kingfisherrc]

I never thought much of Thompson but took advert in our local one.I get enough work to more than pay for itself, not as good as work from yellow pages but still okay.I suppose it varies for different trades and areas

 

[lockie]

You will never know unless you test it with a proven ad.Every area of the country differs in its response to these publications.Only by testing will you find out but you need a proven ad or its a case of never knowing if the ads not working or the publication is not working.


Spend your money and testing it is the only way to find out.

 

[CarlBowen]

Hello Richard

Over 80% of people when looking for a local product or service use local search. The best way to gain local exposure for your your business and your website is via Google places. So if you don't have a Google places listing or your listing is not showing in the 7 box then this is a good place to start. Other things you can do to get more exposure is submit online press releases and video marketing. I'm an expert in getting local businesses more business via the internet, I recently wrote a report covering the basics of Google places listings. If you PM me your contact details I would be happy to send you a free copy

 

[valentinos displays]

I am as well as Yellow Pages both pay for themselves!

 

[Katy Radcliffe]

Hello Richard

Over 80% of people when looking for a local product or service use local search. The best way to gain local exposure for your your business and your website is via Google places. So if you don't have a Google places listing or your listing is not showing in the 7 box then this is a good place to start. Other things you can do to get more exposure is submit online press releases and video marketing. I'm an expert in getting local businesses more business via the internet, I recently wrote a report covering the basics of Google places listings. If you PM me your contact details I would be happy to send you a free copy

I'm pretty well placed on Google. I'm the first listing under all the obvious search terms and when my places listing appears, I'll be one of the very few to pop up in our town.

But, I think that my service (domestic cleaning) may appeal to a lot of people who actually would NOT use Google to find me. I think those of us who post to message boards, and are generally internet-savvy, think "everybody uses the Internet, these days." I'm not so sure. I'm going to have to put flyers through doors, advertise in the local weekly paper, and otherwise get my name in front of people physically.

So, I'm willing to entertain the idea of the Yellow Pages and Thompson's, even though I can't remember the last time I actually saw a hard copy of a phone book. LOL

 

[MASSEY]

Thompson is even worse than yell. Yell is far more popular and fails to bring a decent return on investnebt if any for many people. The op clearly works for thompson.

 

[3 MORE YEARS]

Hi, it depends on what line of business your in. However, from our experience directories like Thomson Local and Yellow Pages are often waste of money unless you are a plumber of something, even then I think there may be better methods nowadays.

I have not heard of many people who have given rave reviews in term of ROI on ad spend with either of these companies.

 

[Richard1973]

It has been some time since I posted this thread. Thanks to those who replied. I thought I would feed back my experience over the last year if anyone else is interested how it turned out.

Sorry Massey. I don't work for Thomson. I guess it could have looked that way but no, I'm a small business operating across 5 towns in a 20-30 mile radius.

I took out small block ads in all 5 books in my area. Paid far less than originally quoted so hold out for a better deal.

In my home town, the ad did very well. I got loads of business mainly from those who are not internet users. Perhaps predictably most of the business was close to when the book was delivered gradually thinning out with barely any towards the end of a year.

My ad stood out as clearly a local company. The rest in my section appeared not. They had 0800 no's or multiple tel no's for a jumbled list of localities that no one who knows the area would list. (maybe they still got loads of business though?)

In the other books for nearby towns I did little to no business from the ads.

The only conclusion I could draw from this is that as my telephone number was not local to the other towns that this was a factor in people deciding I was not local. I noted that in the other books there were competitors who were more local to that area. I can't see any other reason as I did business to those same areas via Google Ads.

Have since canceled all but my local town ad. though as the experience was a positive one overall I will look to renew at some stage in the future with ammendments for what I have learnt.

Have been contacted since with offers to take out the other ads again including giving me a free listing in the web listing for at least 1 of the other towns (you only get a free web listing for your local town)

So overall I did very well on some, terrible on others and overall the local ad covered the cost of the others. A bit of a learning experience. One positive was it did appear possible for me to get noticed in Thomson as there aren't excessive numbers of ads swamping each section. I'm not sure this would be the case for me in Yellow Pages.

On the downside they clearly passed on my details to every Tom Dick and Harry telesales company as I was plagued after taking out the ads and they asked for me with details I knew I had only had only given to Thomson. Also they constantly have reps ringing re taking out ads who seem to have no knowledge of conversations and actions already taken with other members of their staff, though the ones I actually sorted ads out with were helpful and courteous.

all the best

Richard1973

 

[Normansmith]

It has been some time since I posted this thread. Thanks to those who replied. I thought I would feed back my experience over the last year if anyone else is interested how it turned out.

Sorry Massey. I don't work for Thomson. I guess it could have looked that way but no, I'm a small business operating across 5 towns in a 20-30 mile radius.

I took out small block ads in all 5 books in my area. Paid far less than originally quoted so hold out for a better deal.

In my home town, the ad did very well. I got loads of business mainly from those who are not internet users. Perhaps predictably most of the business was close to when the book was delivered gradually thinning out with barely any towards the end of a year.

My ad stood out as clearly a local company. The rest in my section appeared not. They had 0800 no's or multiple tel no's for a jumbled list of localities that no one who knows the area would list. (maybe they still got loads of business though?)

In the other books for nearby towns I did little to no business from the ads.

The only conclusion I could draw from this is that as my telephone number was not local to the other towns that this was a factor in people deciding I was not local. I noted that in the other books there were competitors who were more local to that area. I can't see any other reason as I did business to those same areas via Google Ads.

Have since canceled all but my local town ad. though as the experience was a positive one overall I will look to renew at some stage in the future with ammendments for what I have learnt.

Have been contacted since with offers to take out the other ads again including giving me a free listing in the web listing for at least 1 of the other towns (you only get a free web listing for your local town)

So overall I did very well on some, terrible on others and overall the local ad covered the cost of the others. A bit of a learning experience. One positive was it did appear possible for me to get noticed in Thomson as there aren't excessive numbers of ads swamping each section. I'm not sure this would be the case for me in Yellow Pages.

On the downside they clearly passed on my details to every Tom Dick and Harry telesales company as I was plagued after taking out the ads and they asked for me with details I knew I had only had only given to Thomson. Also they constantly have reps ringing re taking out ads who seem to have no knowledge of conversations and actions already taken with other members of their staff, though the ones I actually sorted ads out with were helpful and courteous.

all the best

Richard1973

Strange that you are looking for advertising opportunities and don't have your homepage showing !!:|

 

[farmerswife]

Is it not a fact that 40% of the uk pop are not on line? or is that out of date with the iphone etc? With the number of old population in this country there are plenty of people who will never be on-line.

I still get many calls from the paper yellow pages, it still has a place, and on the odd occassion I will pick it up and find the service I require.

I would say I've picked up a couple of good jobs from the advert in the yellow pages but I have seriously trimmed the adverts down as its so expensive. Yet I do wonder if I have made my money back on the cost of this overhead.

I also use the yell.com free service. If you add photos and as much info as poss you can push your positioning to the top of that listing.

I would not advertise with Thomson - I usually bin the book when I get it.

 

[w0gga]

last year i gave it ago and all i got from it was cold calls , people trying to sell me things. they listed me online showing my address and i got junk mail. Never again....

 

[mickeym]

I've never advertised with Yell, whose prices made my eyes water. Thomson are a different story though, their rates are a lot lower but they're not as popular a directory.

I'm very much of the generation of people who use the web when I am looking to buy but I do appreciate that there are people who can't/won't use the internet.

I think it's about knowing what works for your business in your area.

I also very much agree with the fact that once these companies have your details, you end up getting all manner of cold calls. Very annoying!

 

[3 MORE YEARS]

I advertised about 4/5 years ago on Yell. Total waste of money. I think it may be good for plumbers etc. However, I assume most just search Google nowadays.

 

[Talay]

I advertised about 4/5 years ago on Yell. Total waste of money. I think it may be good for plumbers etc. However, I assume most just search Google nowadays.

Trying to weed out fictitious cowboys pretending to be local when they live miles away but have rented a local telephone number used to be just about going past aaarrdvaark000000001 plumbing Ltd but now it is more subtle. Google brings websites which they don't use much as it is too much of a long con and there are reviews as well.

I think Which? Local reviews is worth getting recommended to but paid for Yellow Pages ? nah.

 

[lockhome12]

Thought I would mention that as of late both Yell and thomson local are showing up one of the first results on google search, so yes while you want your business to be found on google - listing it on yell and thomson can well get you on the first page! In my line of business i have found that since recent google changes yell and thomson are really strong. In a search for my page Ashford Locksmith 4 results on the first page are yell and thomson - you don't have to spend a fortune look into the free options - and yes marketers are a pain but hey if they get us work i think we can handle it..

 

[3 MORE YEARS]

How much did you pay for you Yell Ad? Did you get enough business from the Yell ad to cover the cost of the ad?

 

[DDAFIRE]

last year i gave it ago and all i got from it was cold calls , people trying to sell me things. they listed me online showing my address and i got junk mail. Never again....

Exact samething happened to me - got listed and within 2 weeks was being bombarded with sales calls. Cost me a fortune in wasted time for my staff and didn't get any work from it to speak of.

 

[3 MORE YEARS]

I tried Yell.com about 3-5 years ago. Very similar experience.

 

[eventdomain]

Using something totally untargeted can never bring results.

Thomson/Yell turned into platforms for the tradesman types, and so this is what these directories are known for, and will only produce for that biz type.

My company is about as techy as you'll find, trust me all I got from a Yell/Thomson listings was telesales callers, and zero sales, and it had nothing to do with advert effectiveness, and lack of ROI is down to the wrong advertising method for many companies - you got to target your customers and Thomson is too general an audience.

 

[LeAnn79]

Advertising is try and error. You could get absolutely nothing for 8 months and then get a really lucrative contract through your ad, which pays you more than the ad cost. A lot of it is down to luck. People who look through Thompson Local generally pick the nearest bloke and you need to be wary of paying to advertise in a very large area.

 

[TimKitchen]

It's a good theory that your phone number is putting people from other towns off.

You can use call forwarding from virtual numbers to get numbers which look local in each town (search free geographic phone numbers) forwarded to your main number.

 

[David Freeman]

You will never know unless you test it with a proven ad.Every area of the country differs in its response to these publications.Only by testing will you find out but you need a proven ad or its a case of never knowing if the ads not working or the publication is not working.


Spend your money and testing it is the only way to find out.

Absolutely spot and and concise answer, depends mostly on location and traditional sourcing methods adopted in these areas. Might seem a silly ad on but ALWAYS ask enquirers where they have found you, over time you can cull the lame performers off and possibly increase budgets if required or beneficial with stronger performing advertisers.

 

[arthur.d]

Hi all, 1st post, just found this website whilst trying to check out the claims of my Thompson local rep who has just paid me a visit, when i told him i would not be taking an advert out in the Thompson this year because last years brought nothing in, he asked me where my work was coming from, and i replied the internet, Google etc, he claims that i am only ranking high (1st page) on Google places because i currently pay Thompson for seo services, and if i cancelled that contract i would drop down the rankings on Google places, when i replied that i had put myself onto Google places, he replied yes but you still need us for the seo, is he right? I actually run two businesses both property related and in 1 business i pay for a Thompson internet advert and in the other i don't, the business with the advert is on page 1 of Google places and try as i might i struggle to get the other better than page 4 or 5 so it seems he maybe telling the truth. i would be grateful for any opinions, thanks.

 

[freddynelson]

Hi Richard

Why don't you try using call tracking numbers with local prefix on your adverts?
This way you could easily see how many leads you get from Thompson Local or Yell
And confirm if you actually get more business with local numbers

As many said every area of the country differs in its response, testing is the only way to find out.

I'm running a call tracking service for local business feel free to PM me, I could give you a free trial I'm sure you will see how valuable this can be

Regards

Freddy

 

[SEO Lady]

I've proven traffic, enquiries and sales from Freeindex, Hotfrog, Brownbook, BusinessMagnet and iSomerset (a national group of local websites eg iLondon, iWales etc - take a look)

If you take time additionally to create a YouTube channel you can add your video to all of these websites, as well as in your Google Places account.

Yell and Thompson Local do seem to be a haven for cold callers, and personally I would never use their SEO services or paid for advertising packages, the free listing is good enough IMHO.

- Nina

 

[Jameskeeley]

I was also advised by a SEO expert not to go for their paid packages. As to proving sales from directory websites I cannot say I experienced a rise after getting listed on the top 10 directories but it might be due to my industry's specifics(I am into home architecture and interior design).

 

[Talay]

Got a new Thompson and Yellow Pages this week. Both are much slimmed down both in thickness and size. My guess is they are around 35% of the size they were at the last edition, around 3 years ago.

They are dinosaurs. I give them one more edition and then online only.

 

[technology+business]

Dont know how much thomson local helps but try ibizz from apple's app store which is free listing directory and you can control your advert instead of 3rd parties like thomson local. Try it as its free, you never know.

 

[Business Friend UK]

NO NO NO NO NO NO NO NO

This is a con.

Hang up on these people they will take you for the biggest ride of your life!!!!!

Google adwords is SO much cheaper and 10 times more effective.

I hate Thompson.

grrrrrrrrr!

 

[3 MORE YEARS]

Generally, a waste of time and money, unless you are a handyman or something, even then I am not so sure.

 

[Business Friend UK]

so true. STEER CLEAR!

 

[amhsolutions]

I would go with the majority here, stay away from them and yell.

They have had their day. I looked into advertising with them, checked their stats. They receive around 500,000 visits per month but unless you have a paid listing you will be right down the bottom.

You can see nobody uses it because their are no reviews left from customers, unless their customers can't be bothered.

 

[Business Friend UK]

Register for free. The free service is just as effective for local businesses.

I know people who used to work for them. They are a con shop. Stay away!!!

Spend the money on a google campaign and a new website.

 

[Steve Edwards]

I concur with above, Don't let them past your threshold ! Kept pestering to make a quick presentation saying a yes or no at the end...3 HOURS later had to say yes to get her out of my home !
Tried cancelling after only to be told I couldn't because work has started, They are very cynical and deceptive in my experience. Surely I can cancel under the distance selling rule after all I didn't seek their naff services ! These people give you free advertising, which yeilded nothing...just to line up their ducks... just like Yell...steer clear and just do ppc

 

[Hugh Jampton]

When I first started out 10 years ago, I used Yell, for 3 years & then STOPPED..!

At the time didn't really know where else to go...Ignorance more than anything.

The work never came in from it & it was extortionate for such a basic service..!
There was only 3 ads, same discipline as mine in the category.

What really turned the screw was the con trick they pulled.

Selling me telephone a telephone number with the package - I could track this & get a few stats from it.

Little did I know this lost me work, every year they upgraded the account & registered a new number..!!
Old clients would ring the number they knew & existing people using the older books would ring a dead number.
Couldn't wait to leave - pestered me for years about the benefits I was losing out on.
Yet not one could answer why I would want to agree to a different telephone number every year.

 

[Steve Jones2]

Yell was good up til 5 years ago.Now it's a waste of money. Don't bother.
Thomsons was never any good for my business, so again steer clear.

 

[Mark_Taylor_]

Mine goes straight into the recycling bin, as did the slim line BT phonebook... i don't even take them out of the plastic wrapper LOL

 

[Matt1959]

paper directories are heading for extinction surely. Who ever uses one apart from someone who doesnt use a PC???

Yell can work if you pay for a sponsored ad, depending on the trade that will cost a fortune or be reasonable. Non sponsored ads on yell in anything other than a niche trade are a waste of money IMO

 

[extulsftjz]

No doubt there is trade to be had from appearing in a paper directory. I was very sceptical about online directories until I checked a client's Google Analytics and saw they were making more cost effective sales through a paid placement on one than through AdWords - However, the amount of trade they did was more limited.

Local advertisers should use Google Display Network to show their adverts on websites to people in a targeted area. You can target, say, 5 miles around a shop or showroom or 7 miles around a town centre to capture everyone in town then show the ads on websites relevant to your trade or to people with particular interests.

If anyone wants help getting set up, PM me.

It's a lot cheaper than paper directories and you can measure results such as seeing how many people have seen your ads.

Does anyone have any figures for the charges for the paper directories?