YP Talk - Newsletter Archive - News U Can Us

Newsletter Archive - News U Can Use

News U Can Us - June 2010

06/29/2010 - These news items are brought to you by Kuk, Baldwin & Associates:

UNSOLD REPAIRS. At a recent auto aftermarket symposium, a key speaker estimated that the average repair shop has a capacity of $4500 a day from working on 14 cars – 9 with major jobs that account for $4250 ($472 per car), and 5 with low-end routine services like changing oil that account for the other $250 ($50 per car). His point was that on the latter 5 cars, techs typically miss opportunities to diagnose an average of $150 more per car in needed repairs, or about $234,000 a year. He thinks it’s a scheduling problem, and that shops should reschedule some of the lower-end jobs for less busy days. In any case, a shop might advertise a free diagnostic to uncover the potential (Motor Age, 5/19/10).

VIEW FROM THE TOP. A recent Metal Roofing Alliance survey of consumers who filled out a Find-a-Contractor form at MRA’s website found that 45% of respondents installed a roof (any type material) in the past two years – and 82% of those installed a metal roof. Moreover, of the 55% of respondents who didn’t install a roof in the past two years, 52% plan to install one in the next 12 months. This 52% is an increase of 20% over a similar survey six months ago – a sign that the market will pick up. And while those who go to the MRA website to “Find-a-Contractor” represent an unknown portion of the roofing market, it’s likely that many of these will also check out local roofers in the YP (Metal Roofing, 6/10).

THE MOVING PICTURE. A key consideration in choosing a mover is making sure a prospective choice is licensed with the Federal Motor Carrier Safety Administration (FMCSA) – and then viewing the company’s complaint and safety record at the FMCSA or BBB website. (It might be appropriate for you to check a mover’s complaint record, too – as part of planning for a YP call.) Also, a mover may want to consider making it clear in its YP advertising that DIY types can save money by doing some of the work – for example, on an $8000 full-service cross-country move of a 3-bedroom home, a customer might save about $1750 of that amount by doing his own packing (Kiplinger’s, 5/10).

Find out how to be at the top of your sales performance by clicking on www.kukbaldwin.com.

Global Advertising to Increase 3.5% in 2010; U.S. to be Down Slightly

Finally some positive news on advertising spending -- this year's global ad spend is projected (hopefully) to increase 3.5% to $451 billion, according to a report from GroupM. The U.S. news is not as positive - likely to be off 1.3% to $145 billion. But the company estimates that 2011 should be better with the total rising to $149 billion, as part of a 4.5% increase in global ad budgets.

Online Advertising Strong in 2010

Looking at more detailed estimates, companies are expected to spend roughly $25.1 billion for online ads this year, an 11+% increase over 2009, according to research firm eMarketer reports. The increase comes after a nearly 5% decline last year and is double the company's previous estimates.
For comparison, Magna Global has also weighed in with prediction that online advertising sales will top $61 billion in 2010, a gain of nearly 12.5% over last year. Totals should exceed $100 billion worldwide by 2015, led by strong growth in paid search ads. (LINK)

Couponing Growing

Following a flat period from 2006-2008, coupon redemptions are on the rise again according to this analysis from Nielsen. Highlights from their study:

coupon redemptions grew by 27% (to about 3.3 billion) in 2009

89% are distributed by newspaper inserts (redemption of 53%). No mention of Yellow Pages coupons

Internet redemption growth has rise 263% in 2009

other paperless coupon distribution methods:

39%, electronic checkout

31%, digital promotions

30%, shelf pad

65% of redemption takes place at conventional grocery stores, but all categories are experiencing redemption growth:

dollar/discount variety, +71%

main merchandiser, +26%

conventional supermarket, +20%

pharmacy, +16%

convenience, +12%

military commissary, +12%

Would it surprise you to know that affluent consumers use more coupons

38% of "super heavy" users and "enthusiasts" come from households of $70,000 plus income.

12.8 million consumers used coupons in February 2010, a 62% increase from 7.9 million users in February 2009.

Couponing (part 2)

More on the use of coupons – use is expanding to those who seem to need them least according to Coupon.com:

61% of those with household income of $100,000 or more have redeemed a coupon in the past six months

39% of the same income bracket have redeemed coupons printed from an online source in the past six months.

College graduates are twice as likely to redeem coupons as those who didn't graduate from high school.

77% of adults who use coupons live in metro areas.

51% of men have used a coupon in the past six months

80% of coupon users plan to continue using coupons even when the economy rebounds.

Let’s Get Social -- Nielsen: 3 in 4 U.S. households now getting social

In another indication of how mainstream social media is becoming, Nielsen is reporting that three in four households with Internet access in the U.S. dialed up a social network in May, with one in five publishing a blog and more than half registering one or more social-network profiles. The research also showed U.S. users logged an average of 6 hours, 13 minutes each month on social networks, and the average worker tallied about 5.5 hours a month on social nets. (LINK)

That’s also led some interesting behavior on contacts. According to Retrevo -- Millennia’s (those born between 1977 and 1997) are demonstrating again why they are different from other demographic groups.

49% of those under age 25 say they don't mind being interrupted by electronic messages during meals

only 33% of under 25s agreed with the general statement, "I don't like interruptions"

62% of those over 25 agreed with the same statement.

Maybe those that don’t believe in print Yellow Pages should take a look at these comments

Despite the negative news you may read about the lack of value that print Yellow Pages brings in this wired, mobile, digital world, perhaps those naysayers should check out this small sampling of people that have nothing but praise for the value of the print media:

Yellow Pages A Great Place To Advertise
Yellow pages of a phone book company have a lot more to offer than the traditional white pages. We must understand this difference in order to place our ad ...

How can I locate a paper recycling facility in my area?
Of course there is. I admire the fact that you're taking the initiative to recycle. Most people would not even care. I'm a big green activist. As for where, I'm sure your local Yellow Pages will lead you in the right direction. ...

Make Money by Recycling
SavingAdvice.com
Recycling is becoming a big bucks industry and there are more and more businesses willing ... you just have to look them up in the Yellow Pages or online. ......

Before you trash it, see if you can recycle it
The Coloradoan
To find a list of recyclers, visit www.fcgov.com/recycling. ... stores (check the yellow pages for a list) or put on Internet sites such as Craigslist (for ...

What is the cheapest, most effective way to market a computer ...
Look in the Yellow Pages for local businesses that have a web site and might need your services. Go to their web site and get their email address. Email them a helpful message and how they can contact you, or what your own web site is. ...

Dentist Video – Best Mode of Promotion | Redneck Internet Marketing
Today the majority of potential patients for the dentist are browsing the internet to find a new family dentist instead of thumbing thru the yellow pages to find a new dentist. Unfortunately the majority of dentist doesn't notice how ...
Redneck Internet Marketing - http://www.redneck-internet-marketing.com/

Sanders Says: Unique approach: Customers 2 Friends
I focused more on serving, wowing and helping the few customers I found through cold calling the yellow pages. They, in turn, gave me more referral business than I needed and my real friends got a break from a constant sales pitch. ...
Sanders Says - http://sanderssays.typepad.com/sanders_says/

Telephone Books: They're Still Good For Something
Well, keep googling but before you throw out your phone book (or recycle it), look for coupons. That's right…most telephone books have a section of coupons from various advertisers. Some aren't anything to write home about but there are ...

What, where to recycle
Aluminum foil Clean it the best you can, and recycle it with your bottles and ... Check the Yellow Pages under "Asbestos Abatement and Removal Services" or ...

Plastic Recycling & How to Recycle Plastic « Kenneth Donnell
Almost all county's have some form of plastic recycling. Check your local yellow pages to find a recycling center, then call and find out which types of plastics they recycle and where to drop them off. For statewide recycling ...