Insert Idea

[Mark]

Someone dropped off some new phone books at my office today. On the cover of the phone book someone had took an insert, and put some sticky stuff on it that comes right back off and attached it to each phone book. It was like 3 inches by 5 inches. It was an ad for car insurance.

I was really impress by it and wonder if anyone else is doing this and how much does it cost?

 

[1manshow]

One year we used that sticky note ad, our cost was approx $6000 that was based on 60K distribution of that phone book, it was a sticky note titled:

to do list

• milk & bread
• pick up dry cleaning
• call 800-@#$% get cheaper car insurance

looked like a handwritten "honey do" list

got a good RIO, we decided to go another direction the next year but it was a good eye catcher

 

[bobson]

One year we used that sticky note ad, our cost was approx $6000 that was based on 60K distribution of that phone book, it was a sticky note titled:

to do list

• milk & bread
• pick up dry cleaning
• call 800-@#$% get cheaper car insurance

looked like a handwritten "honey do" list

got a good RIO, we decided to go another direction the next year but it was a good eye catcher

Interesting. I'm sure someone could come up with better copy to get an even better response.

 

[1manshow]

I'm sure someone could come up with better copy to get an even better response.

So....you think I should "NOT" write a book on marketing
on to plan B.....

 

[moonlightandmargaritas]

I'm sure someone could come up with better copy to get an even better response.

So....you think I should "NOT" write a book on marketing.

I like the copy, and I'll bet it was effective, which is even more important.

What sort of ROI did you enjoy?

 

[Mark]

I think it is a great idea. I took the time to look at it and read it. I had to even take the time to get it off of my phone book and get that sticky stuff off of it.

 

[Guest]

People still use phone books?

Seriously, most of the tenants in my building leave them in the foyer. I haven't looked at one in years, I go online.

Just something to keep in mind. Is your target audience going online to the white/yellow pages dot com, accessing their phone (online) or actually going in the phone book?

I think it is a great idea. I took the time to look at it and read it. I had to even take the time to get it off of my phone book and get that sticky stuff off of it.

 

[1manshow]

People still use phone books?​

Here in rural Pa some folks still have dial-up​

What sort of ROI did you enjoy?​

Seemes to me that we tracked it for about 18 months and excluding renewals it was about 150%, with renewals and acct. rounding it would probably go double or more. Not a bad 1st try. The 6grand was a bit salty.​

​

 

[bobson]

I like the copy, and I'll bet it was effective, which is even more important.

What sort of ROI did you enjoy?

The proof is in the pudding.
- - - - - - - - - - - - - - - - - -

People still use phone books?

Seriously, most of the tenants in my building leave them in the foyer. I haven't looked at one in years, I go online.

Just something to keep in mind. Is your target audience going online to the white/yellow pages dot com, accessing their phone (online) or actually going in the phone book?

WTF doesn't use a phone book? You think it is easier to turn on your computer, bring up explorer or Firefox, bring up a specific website, type in a search, and wait for the results?

Isn't it easier to grab a book and flip to the right page?

You want to race to find a number?

 

[Mark]

Not everybody owns a computer believe it or not.
A lot of people still use a phone book also.
The younger people don't, but a lot of ther older people still do. I still use the phone book along with many other tools to find a number.