Ad Prices for Yellow Pages

[Nichols]

Elwood,
    Advertising the "RPT" designation is a good thing for the industry, 
even if readers don't have the foggiest notion of the import. The directory 
can offer a "trade listing" under "Piano Tuning", and it establishes 
credibility without the cost of a display ad. Very economical in most 
markets. Trade listings are like dealers have for example: "Yamaha Pianos" 
or "Chevrolet Automobiles" in bold with italic "authorized dealers" in the 
column. I've used trade listings for years, even when I "owned" the page 
years ago with sales, service, moving, refinishing, renting, etc. The ad 
reps kept coming up with "free" listings until we ran out of categories.
   Ironically, the new book here just came out, and the new rep screwed-up 
and put me in the trade listing under "Associate Members". So... one short 
phone call, and my ad is free until next March. Oh well.
   Ultimately, I believe an unlisted phone number is an enviable goal. When 
you think about it, at some point you should have plenty of business by 
sheer momentum.
   On the other hand.... a trade listing DOES increase awareness of the 
Guild, and I think we should all attempt to aid that effort.
   Comments about self-promotion to the public are right on, also, but as 
far as Yellow print ads, I'd suggest asking about the trade listing. You 
should also check out the Guild Advertising Guidelines, of course. 
Non-negotiable.

Good fortune on ya!,
Guy Nichols, RPT
Trade Relations Committee, PTG





At 11:31 AM 3/23/2005 -0600, you wrote:
>I advertise in the regional phone book (independent) and have a listing
>under "Piano Tuners."  I pay $125 for the listing (rural area) which covers
>4 counties in a two-state area.  I get several calls each year for those
>looking for someone to tune their pianos.  I am contemplating going to a
>display ad primarily to advertise the "RPT" designation.  To me that's
>important and says something about my work provided people know what it
>means.  I do make a little money on the present ad but to double the cost
>would not bring in much more if any business, but would be primarily an
>educational endeavor.  If we don't advertise PTG and the RPT designation it
>will mean nothing to the customer.  At the same time, a number of my
>customers are pleased that I have that designation and work on their pianos.
>I have considered writing some articles on piano tuning/maintenance/RPT
>designation and taking them to the local newspapers and seeing if they would
>publish them--primarily for educational reasons.  I worked to become an RPT
>for myself, but I think it benefits the customer also.
>
>Joy!
>Elwood
>
>Elwood Doss, Jr., RPT
>Piano Technician/Technical Director
>Department of Music
>145 Fine Arts Building
>University of Tennessee at Martin
>Martin, TN  38238
>731-881-1852
>----- Original Message -----
>From: "Doug Renz Piano Tuning / Repair" <pianotuner@frontiernet.net>
>To: <pianotech@ptg.org>
>Sent: Wednesday, March 23, 2005 9:42 AM
>Subject: Ad Prices for Yellow Pages
>
>
> > I am trying to plan for yellow page ads for next years phone book and
> > trying to see if the price quoted is "average".
> >
> > $125 a month for a 16th page display graphic ad.
> >
> > $80 a month for 1 inch text ad in main section and 1 free in "suburban"
> > section.
> >
> > I heard on the list that a yellow page ad should cost no more than 1
> > tuning. Is this true or just a guideline?
> >
> > This  yellow page ad reaches a large city of 1.2 million residents.
> >
> > The sales person said that graphic display ad's get more calls but I'm
> > not sure if yellow page ads work as well as "word of mouth, networking"
> > advertising.
> >
> > What do you think?
> >
> > Doug Renz
> > Associate PTG
> > pianotuner@frontiernet.net
> >
> >
>
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