Clients Often Ask…

Don’t I need a local agency if something happens so they can be here?
No! Unlike traditional advertising, yellow page advertising is handled differently and does not necessarily require that your agency be local, especially in the age of instant communication via phone and email. What you need are experienced CMRs who know the product, the industry, and the competition.  Let your eyes wander through the yellow pages. So many choices, so many options. Keep in mind the Yellow Pages is one of the places where you are surrounded by your competition; when you use a specialized company like Michaels Wilder, Inc. – the Yellow Page Experts, we utilize our experience, research and talent to develop a strategic campaign that gets your phone to ring rather than your competitor’s. We have over 18 years success in the industry and can leverage our experience to get you the best placement and prices available! We will be your single point of contact to make sure your message impacts those decision makers and purchasers

Why do I need a Yellow Page Advertising Agency? I do okay myself.
While you may do okay, we can help you to thrive! Common issues we see with people doing their own ad design and placement include:

• Over buying
• Overuse of color
• Incorrect directory placement
• Lack of competitive analysis across directories and publishers

We know Yellow Page users and we know they are a highly sought after market because they:

• Are first among friends to shop at a new store
• Use the internet to help plan shopping trips
• Buy things on the spur of the moment while at the store
• Drawn to stores normally; not by sales
• Yellow Page users trust advertising and are actively seeking information in ads to help make their decisions!
  (Source: Simmons Fall 2001, CRM Associates January 2003)

Don’t let this valuable market segment slip through your fingers. Yellow page advertising is not the same as other types of advertising. With our creativity, award winning graphics department, measurement and evaluation tools as well as savvy media buyers, our CMRs can take your competition to the mat and get your phones ringing.

What is a CMR and why choose the Michaels Wilder, Inc – the Yellow Page Experts?
A CMR is a Certified Marketing Representative. They can place ads in any of the Yellow Page Directories in North America…..and beyond. Because their services are compensated by the publishers due to high volume buying, there are no extra costs for their services. You should choose Michaels Wilder, Inc. - the Yellow Page Experts because we are just that! We work for you and provide a level of customer service that is unheard of in the industry. We don’t just sell yellow page advertising, we are an agency that partners with our clients to evaluate the different advertising options that make sense for their budget, their industry and their marketing plan. We work with you to develop a plan if you don’t have one or improve the one you have, and negotiate on your behalf so you will recognize the best ROI you can!!

What makes the Yellow Pages such a great media buy?
You pay less per customer influenced for Yellow Pages than for any other advertising medium:

Cost per Buyer Influenced
Yellow Pages  $12.60
Newspapers    $36.20
Magazines       $53.50
Radio              $91.30
TV                  $83.70
(Source: CRM Associates, 2006)

Yellow Pages will extend the reach of other media by at least 17% (Source:  TNS Media Intelligence 2006).

Michaels Wilder, Inc. – the Yellow Page Experts will take the confusion out of sorting through various media purchases by collaborating with you to determine the best use of your advertising dollars. WE represent YOU.

What is National Placement and how do I know if my business qualifies for it?
Publishers require clients to advertise in at least 3 states, in 20 or more directories, with at least 2 publishers, and they also require that 30% of the advertising revenue must be outside the highest revenue state.

If you are not sure your business qualifies, or if your business is close but not quite there, give us a call and let us help you evaluate ways to make it happen! Most publishers will consider companies that do business regionally so give the Michaels Wilder, Inc – the Yellow Page Experts an opportunity to exploit all that yellow page advertising has to offer.

Can you help me if my business does not qualify for National Placement?
The media planners at Michaels Wilder, Inc – the Yellow Page Experts are available on a consulting basis to help you with research, development of strategic marketing plans, negotiation with publishers and artwork on a fee-for-service basis. Fees are commensurate with the specific consulting project.

What are the other costs associated with Yellow Page Ad Development?
Our services cost you nothing. In addition, we can help you maximize your dollars through publisher incentives and discounts not otherwise available to the public. Our award winning creative and research work costs are part and parcel of our services. We assist you in evaluating your ROI through comprehensive analysis using innovative tools and technology. We want you to know how your advertising dollars are working for you!

How do I get started?
To get started call right now! We will talk with you about your objectives and plans. We will get authorization from you to develop a marketing plan so we can ensure you are getting exactly what your business needs. We have a standard agreement you can look at and then, once the agreement is signed, we are ready to go to work for you and take the action to the next level!

With our fresh, innovative ads, we will get your registers and phones ringing. We focus on growing, managing, and maintaining our client relationships. We look at the long term impact of everything we do for you so that you can focus on everything you need to do for your business.

Even if you only have 3 days until your deadline, Michaels Wilder, Inc. - the Yellow Page Experts can step in, it is all about you, your business, and making it happen! We are The Yellow Page Experts and we are ready to help you navigate the sea of publishers, directories, and paperwork! Don’t wait and risk losing those valuable dollars that come with effective, fresh, yellow page advertising that only Michaels Wilder, Inc. the Yellow Page Experts can do for you!