PEMBROKE, Mass. — The Yellow Pages are dying, but they aren’t dead yet. Many consumers over 40 still use them as their first shopping resort. Every household still has them.
Most dry cleaners put line ads in several area books, and one or two competitors have standard bullet box ads that aren’t terribly effective. What that means for you is that you can more easily stand out and that you can bargain for a better price.
New residents use this resource to find whom to go to for dry cleaning. Transients use Yellow Pages to bring a load of clothing. Others use the book to find a special service, such as drapery cleaning. Angry patrons might use Yellow Pages to discover another source.
If your market is stable, without many comings and goings, you probably only need a line ad. But if you have a mobile market, with quite a bit of movement, then you might at least try a box ad.
