Zip Code Phonebook: The New Neighborhood Phonebook

12/30/2013

Yellow Pages, a California-based research company has been extensively doing studies on U.S. ZIP (Zone Improvement Program) Codes. They can now predict, with certain percentage of accuracy, what you ate for breakfast based on your zip code.

ZIP Codes are the smallest, most organized accumulation of information by which we can evaluate the demographic flavor of a given area.

From a marketing standpoint, most retail businesses use ZIP codes along with the Perretto Principle that 80% of your customers reside within the ZIP codes that connect to your collection. In theory, they live no more than 7 miles from where you are.

A Changing Marketplace

The phonebook we have grown accustomed to was developed over 30 years ago. The only way it has grown in in terms of thickness, weight, and aesthetic design.

From a marketing perspective, except for its dominance and near monopoly, it has been rendered useless by a more mobile and more efficient market.

When the Yellow Pages were first introduced, the world of "malls", "strip malls", "executive centers", and "postal & mail box centers" were unknown to American consumers. Today, it is easier for us to dial directory assistance than to use the phonebook.

Use Old Patterns

To make it easy for advertisers and consumers to swallow something new, make it look like it's old. So, use simple patterns and designs borrowed from old phonebooks, including rates charged for your territory. Establish your advertising rates based on the number of homes and businesses your ZIP Code phonebook is going to.

You can have as many ZIP Codes covered, just make sure you do not pile up a marketplace too large you are practically competing with the phone company. The best rule of thumb is to break the phone companies general distribution area into 7 phonebooks.

GTE used to have what they called "The Neighborhood Phonebook". I think the reason it died is that it broke down its neighborhood either very conceptually or too similarly to the way all other phonebooks do. Advertisers want solid numbers. ZIP Codes are solid. Just ask the postal service.

Related Articles

How to Make $50 Mailing 150 Envelopes

7/22/2013

Order 5,000 3 x 6 commission circulars from your printer selling $1.00 items that you earn 50% commission on every order you receive. Have your name printed on them - it will save you hours of stamping time.

27 Service Businesses to Start Now

8/8/2013

There are hundreds of opportunities in the service arena offering low-cost start-ups and high profit returns. Almost all can be run from home.

A Furniture Refinishing Business in Your Home

11/18/2013

If you have a garage or work building and are willing to learn a craft, upholstering, re-upholstering and/or furniture refinishing would make an excellent home business.

How to Find a Unique Product or Service That Will Make You Money

7/16/2013

I would say the most frequently asked question from beginners about opening their own business is "What should I sell?" I then proceed to ask them, "What interests and hobbies do you have?" Most don't know how to answer that question because they ...

How to Give Away Magazines and Make Great Profits

11/19/2013

People are always interested in saving money. If you can develop a product or service that will help them save, you are almost guaranteed success.

Riches through Creative Thinking

7/17/2013

When solving problems after you have exhausted the normal means of coming up with the solution, think in terms of unorthodox methods. Vary your thinking and try to solve the problems by creating something completely new and irrelevant.

71 Ways for a Writer to Make Money

7/18/2013

71 Ways for a Writer to Make Money

Big Profits In The Sign Fabrication Business

11/19/2013

A few years ago it would have been foolish to even consider a sign business unless you were well qualified to hand paint letters and illustrations.

16 Ways You Can Make Money Collecting Things in Woods and on Beaches

8/6/2013

16 Ways You Can Make Money Collecting Things in Woods and on Beaches

The Lazy Man's Way to Big Money Fast

7/20/2013

When the average guy thinks of enjoying himself he sees himself spending a lot of money to do it. He calls a travel agent to have a whole trip arranged and it cost him a fortune.

Terms of Use

All content provided on this website is for general informational purposes only. No warranty is expressed or implied. Your use of this website is subject to our Terms of Use.