April 27, 2009
Panel of Advertisers Say They Believe in Print
Charles Laughlin of the Kelsey Group moderated today’s insightful National Advertiser Panel, which featured Chris Borrink from Allied and North American Van Lines, Michael Strait of Telmetrics, Pat Vihtelic with Progressive Insurance, John Vitagliano of Meineke Car Care Centers, Inc and Elizabeth Young from ARS / Rescue Rooter.The panelists discussed a wide array of topics ranging from value perception to pay for performance. Chris Borrink was “bullish on print, remarking that it was the “bread and butter” of his business. John Vitagliano agreed saying “no one questions the value of the Yellow Pages.”
The panelists voiced that the medium is still an integral part of their marketing mix, and that increased tracking and measurement were key to ensuring a good ROI.
Many agreed that there is a perception issue surrounding product use, but that solid testing and reporting can be used to combat the argument that less dollars should be allocated to Yellow Pages advertising.
Panelists did have some suggestions for improvements, including bundling metrics into the total cost, increased split testing, and enhanced local support. However, the overall tone of the session was positive and the panelists emphasized that Yellow Pages is a key part of the growth and promotion of their business.