Local service advertising is used when a service is being offered to consumers within a specific locale or small regional area.
• Yellow Pages or phone book advertising is the most cost-effective local service advertising medium for many area-specific service businesses. Advertising in the Yellow Pages requires a firm commitment for one year. If you are just starting out in business, don't purchase too much ad space. Wait until you see what kind of results you net over the year. In this medium, your ad can be smaller than your competitors' because you are appealing to consumers who are already seeking your type of service.
• Newspapers can offer a highly effective format for advertising locally available services. Localized papers often run a directory of area tradespeople that readers automatically turn to in search of services. Metropolitan newspapers may group related services, such as educational or computer related services, together on an editorially related page on a specific day each week.
• Direct mail can be a highly effective medium for developing local service trade. The expense involved in implementing a direct mail campaign, however, may render this medium cost ineffective.
• Television certainly has impact, but this will be far outweighed by its expense. Unless your company has an image that must be communicated in order to attract clientele, such as a dating service might, this isn't a good option.
• Radio spots are a poor bet for local service business advertising. Use it as a last resort if other mediums don't work for you. Try to find a station that covers the town or region you serve.
• Outdoor and transit ads are a good bet for image ads only..
