A Yellow Page directory is the place for a shop owner to shine at a relatively low cost. An ad in the Yellow Pages remains in place each and every day for a year and often beyond. No rotation schedules as in radio and TV where a customer can easily miss your commercial just as a matter of timing. No getting lost with an expensive ad in a newspaper which, once again, a customer may not be able to find at the exact moment that a collision repair shop is needed. At any time, day or night, a customer can find your shop in the Yellow Pages.

 

Steering-proof prospects

The hottest prospects come from people using the Yellow Pages. They are buyers, not browsers. Consider this: If a customer has already been steered by an insurer to a specific partner body shop, the consumer would not even be looking in the yellow pages!

Customers who open to "auto body repairing" have a specific need and are looking for a place to fulfill it. Your challenge as a body shop owner is to attract that person to your shop. Important things to know are how to choose the right directory (or directories), design an effective ad to make the most of your advertising dollar, track your results and avoid scams.

Choosing A Directory

At one time, there was only one Yellow Page directory available to telephone customers - published, of course, by the telephone company itself. When you acquire a business phone number, it is automatically listed alphabetically under the heading best describing the service or product offered - Automobile Body Shops or Automobile Autobody Repairs and Painting being the most appropriate. This version of the Yellow Pages is referred to as the core directory.

Believe it or not, the name "Yellow Pages" is not copyrighted, nor is the "walking fingers" logo. Capitalizing on this, a number of other directories claim the name and appearance of the old-faithful core book, and, as an owner, you are likely to be solicited by various commissioned salespeople trying to get your listing in their independent book.

Secondary directories

A good choice as a secondary directory for an auto body shop is the "neighborhood" book. Customers looking for a collision repair shop may consider location among their priorities. A customer has to get home after dropping off a vehicle so close may be better. On the owner's part, if a customer comes from the neighborhood, the shop can offer a ride as a value-added service.

People also like to support local businesses in their community and they look in the "neighborhood" book for places to do business. Usually the "neighborhood" directory takes on a smaller format from the core book, so when a customer reaches for the "neighborhood" book, they are aware of the value of the listings found there. Another major advantage of advertising in the "neighborhood" directory is that there are far fewer ads for your potential customers to pore through and there is a better chance for your well-designed ad to stand out.

Independent directories try to look as much like the "real" Yellow Pages as possible. And salespeople will do everything in their power to downplay the fact that they are not the core directory. Offers will include greater coverage outside that of the core book, but are your potential customers coming from two counties away? Tempting deep discounts may also be offered. Investigate whether people actually use the directory, how it is distributed to obtain that superior coverage, how long the directory has been in business, and, more importantly, if your competitors advertise there.

The salesperson will always insist that a decision be made immediately, if not sooner. Closing is always just around the corner. Do not be pressured into making a decision without taking the time to investigate the claims of an independent directory. Insist on seeing a couple of directories from previous years. Check to see if your competitors have been listed and then dropped out. Evaluate the types of ads under the Automobile Body Shops heading.

An ad thrown together on the spot under the pressure to meet an often-undisclosed deadline will not maximize advertising dollars nor put your best foot forward. An ad that is going to last for a year needs to be carefully crafted and well-designed to pull customers away from your competitors. If the salesperson is unwilling to give you the time necessary to properly plan, pass on the directory until next year, then analyze the book at your own pace.

Determining Ad Size and Placement

The first step in designing an ad is to determine its size. It is in the best interest of the salesperson to "encourage" you to go bigger in size. Start by looking at current and past directories for your area. Check out the existing ads, and along with staff, family and friends, decide how to make your shop's ad stand out.

It will be apparent when looking under the Automobile Body Shops heading of your local directory that there are a variety of sizes from which to choose. The most basic ad available is simply a listing with name, address and phone number - an ad which is barely noticeable and very unlikely to attract anyone other than a current customer who needs your phone number.

The first upgrade is the shop's name in bold type - all caps, still with no other distinguishing features. Or perhaps an extra one or two lines of type, such as "Free pick-up and delivery" or "I-CAR, ASE certified." However, after adding a few "a la carte" items, it's time to consider an expanded in-column or display ad. Enhancements to an in-column ad, such as a border around the type or a spot of color, can be made to force an ad to stand out. A slightly larger-sized type on a white background causes an ad to pop right out from the rest of the ads printed on the traditional yellow paper. Or add a little red to draw a customer's eye to your ad.