Q: For the last three years we have had the standard line listing in the yellow pages that comes free with all business accounts. We just discovered that our listing was left out this year. How can we determine the value of our listing? We do not otherwise have an advertising budget.
A: That's a tough break. With yellow pages advertising, you're stuck for an entire year whether your company name is spelled wrong, an incorrect phone number is given or you're left out altogether.
With the yellow pages, you're available to potential customers 24/7. Research shows eight out of 10 consumers check the yellow pages first with 40% of those people then making a purchase.
In your case, see if the phone company will do a make-good for their error. Instead of your line listing next year, they may be able to give you a display ad at no cost.
As far as how the year without being listed will hurt your business, gauge how many new clients you get this year with how many new clients you got last year. It won't be an exact science but it can help you determine how much new business you're getting off the yellow pages vs. word of mouth in your area since you mentioned this is the only way you advertise your company.