yellow-pages-are-deadGoogle Search has pretty much killed the Yellow Pages. As a result, the 20 million small businesses in the U.S. that have historically relied on the Yellow Pages for their advertising are now forced to pay Google for advertising, right? Not necessarily. It is important to invest in the generation of “organic” searches for a company and its services. An organic search happens when someone already knows the name of a business but is trying to find that name on the internet. As a business owner, you don’t pay Google for organic searches. Organic search is the biggest part of internet search happening each day, and that is where “Vehicle Lettering” plays a huge part.

There are millions of vehicles that could be generating “organic searches” for the companies that letter those vehicles with visual graphics and/or colors. Of the 250 million vehicles in the U.S., a large part of these vehicles are owned by small businesses. Small businesses own cars and trucks that often operate 24 hours a day, seven days a week and are getting into places that traditional advertising doesn’t reach. For example, most business vehicles drive into neighborhoods or areas that don’t allow other advertising like signs or billboards to exist. And business vehicles travel on the busiest roads and intersections where it is difficult and expensive to obtain advertising.

Lettered vehicles provide high quality exposure at a low cost which further strengthens organ search. For example, a lettered plumbing truck that is seen at a neighborhood home may have less “views” than a television ad, but the quality of the neighborhood “vehicle view” is higher because it is a silent testimonial. And, this is at a very low cost per exposure. Most vehicle lettering jobs are less than $500, so when you add up the yearly exposure to “views” over the average 3-5 year life of the van, the cost of each exposure is just pennies!

Google doesn’t have to reap all the benefits from the death of the Yellow Pages. Lettering your vehicle is the most cost effective solution for small businesses to generate organic searches and replace the advertising benefit historically derived from Yellow Pages. Yellow Pages is dead (or at least dying), but vehicle lettering is alive and growing.

Reprinted with permission from Fellers Sign Supply Catalogue