Yell - does it work?

[am:pm graphics]

Hi - do any other graphic designers/ web designers/ printers here advertise on yell (paid advertising not just the free link)? If so does it work?

How does it compare with yellow pages?

Which would you do? Both?

We find yellow pages works for us but have yet to go with yell.

Any advice would be appreciated - Thanks!

Pauline
ampm graphics

 

[10Yetis]

in short, no. Yell is great for service orientated companies like plumbers, electricians and oven cleaners etc, but not so good for creative service companies.

Yell has a very aggresive sales force though, who will tell you that the reason "others*" don't get good results is because the copy was rubbish... utter tripe.

We have worked with loads of clients who have come to us having already (sadly for them) used their whole start-up budget on Yell ads only to get a virtually nil ROI.

In my experience, much better to spend the same kind of money on a trial Pay Per Click campaign (if you want something online), or a direct mail campaign followed up by good tele marketing appointment-setters (if you want something off-line).

Hope this helps.

*not the same "others" from the TV series Lost

 

[Arhiann]

I second that. I qualify for two of the trades you mention and advertised for about two years. Not a bean was forthcoming. Spend your money elsewhere.

 

[Arhiann]

...and while I think about it, being on Yell will get you a whole slew of sales calls you really don't want. Fancy a new mobile phone contract? If not, maybe a water cooler? How about toner or inkjet cartridges? Car leasing?

I despair.

 

What 10 Yetis says... waste of money going in Yell or YP. I won't be doing it again.

 

[Coding Monkey]

Just to confuse you - I've said it many times in other threads: worked for me. Made a very nice ROI from it.

 

[CG Effect]

My convo with Yell for a £140 a year add Spearmint size!

Can I have my logo on? No
It will print small and be readable: No
Can I have a trial? No
I might use the service when the price comes down then: "Ha ha haha ha"

First time they called they booked me in for a phone call when I said I could'nt talk right now and they stood me up three times.

For free you can get listed on directorys and networking sites with a page of info and images. Save the cash for SEO and web designers and the graphic designers.

 

[am:pm graphics]

Thanks so far to all replies.

So how come 'Macmyday' that yell works for you? What do you do thats different to others?!

We are happy to still advertise in YP but want to be prepared for the hard salesman who will try to sell us Yell/online package etc.

So far its looking like a no!

 

You are entitled to a free one-line listing, regardless of how much hard sell they try to foist on you. You can try saying "I'll take the free one-liner for now and next year I'll definitely be interested in taking a paid space". That way you can fob them off now, and next year, tell them you're not interested in buying space as you had no calls all year...

 

[Coding Monkey]

Thanks so far to all replies.

So how come 'Macmyday' that yell works for you? What do you do thats different to others?!

I have next to no competition, and the competition I do have is weak. If you're looking for a web designer and their website is piss poor, it hardly gives the right signs. However, maybe I was just lucky. I asked the clients why they decided to call us, and it was for the reasons mentioned - we were the only company that stood out as being good enough to deliver other people the service. And naturally, as a web design company, it's a lot easier to show off your work than a PR company - as the website is showing off your work.

For local accountants, there are over 30 in Yell, meaning about 1/4 of them won't be seen when you search locally, in which case it's almost pointless.

 

[am:pm graphics]

Good idea but we had the free line listing last year and if we say we had no calls they then say thats because we didn't have the paid option! Will just have to keep saying no, like last year!

Do they get commision or something, as they are sooo pushy?

 

[Martin Boyd]

I currently dont use a paid listing, however I do disagree a little here. I got a website built about 6 months ago and searched yell for a designer in my local area.

I ended up using the only designer that had a link to his site. Why?

I could see his work!

PS. I have a car leasing company and do not call business lists!!!

Martin Boyd

 

[am:pm graphics]

Macmyday - So do you mean you pay for advertising on yell as I can only see a free listing?

 

[PI Guy]

As soon as my listing with yell.com came out, i was spammed with calls from sales people. I haven't had a single genuine call via yell yet.

 

I had 4 calls in one year with the cheapest display ad - one was a genuine enquiry looking for a copy editor, but basically his budget was so tiny he was unlikely to call anyone else either who'd have been willing to take the job on. One was from some asking about copyright (duh, well, I'm a copywriter. not an IPR lawyer), and two were from people trying to flog me something. Cost - £153, ROI - zilch.

 

Good idea but we had the free line listing last year and if we say we had no calls they then say thats because we didn't have the paid option! Will just have to keep saying no, like last year!

Do they get commision or something, as they are sooo pushy?

Yes they do get commission and they give pushy a bad name. It took me 30 minutes to get rid of them this year when they wanted me to renew. They kept saying "oh you should have had a bigger ad"!!!!

Then I had Thomson on the blower as well. Easier to deal with and get rid of - just told them if YP didn't work, why should I buy into Thomson Local? Sorted in about 3 mins...

 

[am:pm graphics]

We are happy with YP at the moment - its working for us.

Its the online advertising I want to know about (Yell) - Does that work?

 

[garyk]

These directories do not work. Typically its because
a) Its not targetted
b) The copy in the ads typically say 'Company X we do Y', nothing that sells the benefits of the product/service

Better off buying a targetted mailing list and do direct mail. It will *vastly* out-perform Yell/YP everytime.

 

[directmarketingadvice]

Just to confuse you - I've said it many times in other threads: worked for me. Made a very nice ROI from it.

Here's an example of a web designer who made a big profit from a paid listing in yell.com, yet we still have people on here saying that it won't work for a web designer.

This conversation keeps coming around and, every time, we've got people on here claiming as fact that the yellow pages or yell.com doesn't work.

However, I know a load of businesses that have made a serious ROI from these directories.

(Tom's business, Coding Monkeys, is just one)

So, what's wrong with this picture?

Steve

 

[garyk]

However, I know a load of businesses that have made a serious ROI from these directories.

People are talking from their experiences just like you are Steve. I know a load of businesses that havent had a single enquiry from a B2B type service/offer when listed in YP.

There are always going to be exceptions to the rule but even in this thread the number of unfavourable experiences vastly outweighs the favourable.

 

[10Yetis]

ooh ooh ooh, if I could work out how, I would suggest one of those new polls asking the question... "Are you a creative service company, and if so did you get a ROI(at least cost of ad) from Yell or Yellow Pages?"

Saying all that, we had a local bloke on the phone to us the other day about some work and he said he tried Yell first, but found us through google.

I still think, and this is only my opinion, Yell and Yellow Pages are dying as a marketing tool, and as a search function full stop... Search engines such as Google, MSN, and Yahoo are (like Garlic Bread) the future.

I think I read in Marketing Week last week that Yell's new marketing director is even looking for other areas to move the brand into to compensate for losing so much market share (it may have been 118 118).

 

[directmarketingadvice]

I know a load of businesses that havent had a single enquiry from a B2B type service/offer when listed in YP.

I know lots of businesses that get nothing from the YP too. Even for big ads.

There are always going to be exceptions to the rule but even in this thread the number of unfavourable experiences vastly outweighs the favourable.

I'm not talking about exceptions to the rule, but about a number of businesses who are using the YP effectively and intelligently.

And, these businesses demonstrate that the statement "the Yp/yell doesn't work" is wrong.

Yes, for many (most?) businesses the most "intelligent" use of the YP is to stay the hell away from the paid listings. However, for others, that would be a bad decision and one which could cut deeply into their profits.

Tom's company has shown that it's possible for a web designer to make money from a paid yell.com ad. And, as usual, there's a reason why he did so well (lack of decent competition).

All the businesses I've known that have consitently done well with the Yellow Pages (paper copy) have had one or more of the following in their favour:

(1) they were in an industry where lots of prospects go to the YP

(2) They were competitive on price (a large percentage of YP enquiries are shopping for price - if I've never written about this before, someday I will explain why this is the case and why it's not the prospects' fault)

(3) The had a far better ad than most of their competitors.

(4) They had a high profit item and didn't need a lot of business to make a profit on the ad.

In Tom's case, I'd say that past of his selling process (his protfolio) was so much stronger than his competitors, so I'd say it's a mixture of (3) and (4).

I've been meaning to write an article about the Yellow Pages (actually why you should always say "no" when the YP call you up to sell you an ad).

Maybe I should make that the next article I write.

Steve

 

[PI Guy]

I know that i said yell were no good earlier but i have just aquired a new client this evening via yellow pages (not Yell.com). So maybe good for some things. It's only a matrimonial case but maybe become lucrative over time.

 

[am:pm graphics]

One final thing on this topic -

We had discount from YP last year and now they are saying we have to pay the full price. Is it possible to get them to budge on price? Has anyone had any discount after their frist year?! Can we haggle with confidence?!!

 

[directmarketingadvice]

We had discount from YP last year and now they are saying we have to pay the full price. Is it possible to get them to budge on price? Has anyone had any discount after their frist year?! Can we haggle with confidence?!!

Well, how did your ad perform last year?

Presumably it must have brought in more than it cost, or you wouldn't be thinking about advertising again.

Is the new price still going to be a good deal for you?

If not, just draw a line in the sand and tell them that, based on its performance to date, it's only worth considering at £x or below.

If they won't meet your price, walk away.

If it's worth it at the new price, you can try the same, but you're going to have to accept that you'll cave in if they don't.

Steve

 

[am:pm graphics]

Thanks Steve.

Our ads are doing well but I was curious to know if anyone had got any further discount after the first year? I thought I read a few years ago on a different forum that they had managed to get yp down - but I can't imagine that our sales man will budge. We are spending quite a bit so any discount helps!

Do YP sales reps have any room to lower prices after the first year?

 

[chrisd]

HI All,

I advertised in Yellow pages and Yell online for a year. The only things that I got from it was speculative CV's of local design students! No ROI unfortunatley.

I completely agree with 10 yetis that Yell and the yellow pages are dieing out for marketing anything other than local tradesmen.

I know i still use it for that if my boiler breaks. But if i was looking for non trade services like accountancy / IT services etc i wouldnt look there.

Glad to be a part of this forum. Lots of good info.

Regards
Chris Davis

 

[Mark Pocock]

I've just received a mailing from Yell a couple of days ago.

And it was a poor mailing. Very little salesmanship in print.
Very weak offer. I could save £66 off their price.
No Guarantee.
No testimonials.
No free trial.
A totally piss poor headline - "There's never been a better time to advertise on Yell.com" - whoopee. A real ME message.

I wonder what bright spark thought this campaign up.

Jeez they only had to have some balls and used some salemanship and their response rate would be much higher.

In fact I went to their web site and told them so!!

regards mark

 

[KateM]

We have found that google etc has been far more effective than yell / yellow pages which only seem to attract sales calls and wanabee employees.

 

[JustOneUK]

As soon as my listing with yell.com came out, i was spammed with calls from sales people. I haven't had a single genuine call via yell yet.

Welcome to Yell!

...soon you will be getting the samples sent to you too.

I have never used Yell to look for any business, ever.
Google and yahoo are the place to look.

James.

 

[JaysonGray]

I visit online clients all day every day as part of my SEO job and when asked what online directories or search engines they use its NEVER EVER Yell. I've tried and it was a total waste of time.

Hope that helps.

Jayson

 

Heheh, just had some promo junk from Yell trying to get me to renew my paid listing (fat chance!).

They couldn't even get my name right and addressed it to palintext...

They also claim that advertisers in my category get 189 page views per month. Hmmmm...

 

[JaysonGray]

189 page views per month??!!??

They're generating some traffic then lol

Jayson Gray

 

Yeah, it's feeble - I get way more hits via Google.

 

[Rarerims]

I got absolutly stitched up by Yell in my first year of business..

I wont tell you by how much

 

[Ozzy]

If you REALLY want to advertise in the Yellow Pages, spend some time being interested in what their sales people say. Say you'll think about it, they'll keep calling, sound interested but never quite ready to make the decision. Their price will usually half or less after a few weeks, or as the print deadline approaches.

 

[Nadine]

As far as I am concerned Yellow Pages and Yell.com have been a complete waste of money. I have had two very small enquiries from Yellow Pages advert (which is quite a big advert) and non from Yell.com. Whilst on this subject Scoot is just as bad, I have spent over £1,000 this year on these three advertising mediums and I won't be using them again!

I have had a few good enquiries from Google, but the best so far is from my local Chamberlink.

Nadinehttp://www.homeworkofficeservices.co.uk

 

[Matt1959]

When the salesperson rings you from Yell.com to try and flog you a paid listing, be aware that their official quote for one year with no weblink is £168. If you say you don't want to spend that much, they twist it around and offer you 2 years for £168 but payable over 10 months. If you have a weblink the price doubles.

In my trade, there are 3 premium listings in my area so I would feel I have a fair chance of getting an enquiry by buying a premium listing. There is a chance to get your premium ad noticed and that is to dispense with the bullet points and just put some text in at the bottom of the ad. This way your ad will have a very different format to all the others who for reasons that escape me all have bullet points (follow the herd) A web link has to be a must especially if the others don't have one - whether its worth another £168 for 24 months I dunno! Finally, if I were asked to advertise on Yell.com and there were numerous other premium paid listings I wouldn't bother as its then a lottery as to who the prospective buyer picks.

 

[www.giftsupplying.com]

Hi,

I think both Yell and Yellow Pages work!

Because I always search on them and find my clients!!!

Young
Let's be apart of your next advertising project!
Supplier of Promo gifts-lanyards,wristbands and more...

www giftsupplying com

 

[fastfences]

If you REALLY want to advertise in the Yellow Pages, spend some time being interested in what their sales people say. Say you'll think about it . . . Their price will usually half or less after a few weeks, or as the print deadline approaches.

Yup! I've got some great deals like this. I also cancelled once and a few weeks later got a 50% off offer to rejoin. For me Yell works, but I acknowledge there's a huge difference between looking for tades as opposed to services.
Cheers, Nigel