When it comes to most businesses, we would recommend against yellow pages advertising. A flooring company, plumber and HVAC company can probably still get some good business from the yellow pages but the key is standing out.
FloorPartners needed an ad design that would grab attention, stand out and get straight to the point in a small ad. Brandwsie recommended an ad redesign to make things more direct – Got UGLY floors? If you answered yes, read on and the ad tells you to “Get FloorPartners flooring” as an answer and giving you your next step.
Our goal here was to preform better than the previous years ad of the same size. The only difference was the focus (being more direct, and telling people what to do if they read the ad) and adding color. Although this is a black and white ad, white backgrounds and open “whitespace” in an ad really stands out. Black really pops on this white background.
Since we will be able to track the calls next year and compare them to the last several year, before FloorPartners worked with Brandwise, we will be able to test annual results. If the ad does not perform twice as good as previous years we will need to reevaluate ad yellow pages ad spending. Testing is important and allows you to make educated advertising marketing decisions. So test in any form of marketing you do.
Great attention grabbing headline! Will be interested to see the follow up a year from now about the results!
Thanks Josh! This is always the test isn’t it? The key is setting a baseline to compare against previous ads. Hopefully this will improve the number of calls the client gets.