Insert Idea

Markingriffin · 01-12-2009, 03:31 PM

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 · 01-12-2009, 05:17 PM

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 · 01-12-2009, 05:26 PM

Originally Posted by 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

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

1manshow · 01-13-2009, 09:19 AM

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 · 01-13-2009, 09:27 AM

Originally Posted by bobson

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

Originally Posted by 1manshow

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?

Markingriffin · 01-13-2009, 09:42 AM

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.

robliano · 01-13-2009, 09:47 PM

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?

Originally Posted by Markingriffin

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 · 01-14-2009, 10:07 AM

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 · 01-14-2009, 10:50 AM

Originally Posted by moonlightandmargaritas

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.
- - - - - - - - - - - - - - - - - -

Originally Posted by robliano

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?

Markingriffin · 01-14-2009, 11:09 AM

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.

1manshow · 01-14-2009, 11:22 AM

YP Display

Believe it or not.....this "Phone Book" ROI is consistently over 200% every year !! Thank god people still use the YPages !!

bobson · 01-14-2009, 11:49 AM

Originally Posted by 1manshow

YP Display

Believe it or not.....this "Phone Book" ROI is consistently over 200% every year !! Thank god people still use the YPages !!

I guess you probably don't get anybody looking for an SR-22.

snowman · 01-14-2009, 12:03 PM

I'm like Rob, I use the internet also. If I'm at my desk and I need a # I just type the name in and presto. No having to go look for the book, no having to pull it out from under 50 other books, and no 10 # heavy lifting(sounds like a commercial). That said, I still pick the book up every year at the p.o. and the first thing I do is rip the insert off. BUT, I always look at it first.

I'll bet if bobson put a time limited offer on it like

To do list

Milk & bread
Pick up dry cleaning
CALL 800-XXX-XXXX BEFORE XX/XX/XXXX to get CHEAPER CAR INSURANCE

It would pull even higher

1manshow · 01-14-2009, 01:29 PM

you probably don't get anybody looking for an SR-22.

Not in Pa.

arnguy · 01-14-2009, 01:35 PM

Originally Posted by bobson

I guess you probably don't get anybody looking for an SR-22.

WTF is a SR-22?

1manshow · 01-14-2009, 02:15 PM

SR22's ...... weren't they suspected to be somewhere in or near area 51

Markingriffin · 01-14-2009, 04:19 PM

I would like to know what percent of people still use the phone book to look up numbers.

healthagent · 01-14-2009, 04:23 PM

It's still good for something - especially finding a local business. I might want a plumber but if I hop on the net I'm only going to find plumbers who are listed in online directories. I may not find the plumber who has a business a mile away.

I just put my son in karate and used the Yellow Pages for that. Trying to do a local search for karate schools didn't yield the results I was looking for.

bobson · 01-15-2009, 01:06 PM

Originally Posted by arnguy

WTF is a SR-22?

An SR22 is a high speed jet used by the Air Force of the USA in the 60's, 70's, 80's, and 90's. It was commonly refered to as a Blackbird. Awesome looking superson...

Wait that was an SR74 I belive.

An SR22 is proof sent to the Department of Motor Vehicles to prove someone has insurance. Usually required for someone that gets multiple major tickets such as DUI, vehicular homicide, reckless driving etc.

I believe 'the Show' is only looking for good drivers.

1manshow · 01-15-2009, 01:31 PM

I believe 'the Show' is only looking for good drivers

Ding, we have a winner ! besides, I need to leave that shitty business for geico to write