The "Big" Customer’s Perspective-DMS'08

In this panel discussion at DMS’08, there were a few large service business customers (Avis, Orkin, ServiceMaster) and the topic was the importance of the Yellow Pages to these businesses.  Now these are not your typical small business but I want to provide a general summary of what was stated. I was not going to get specific to speaker or company because the points they made are what is important.

• IYP and print Yellow Pages seem to be competing (for ad $) against one within these large companies
• Print Yellow Pages still in top 3 of their marketing strategies
• IYP are also fighting Google and the search engines for traffic
• Social media is seen as an opportunity and are working to implement
• Direct mailing marekting is playing an increasing role in marketing campaigns
• Pay per call in print ads is growing