I worked as a consultant of the "Yellow Pages" for 25 years in the Phoenix metro area. This city has a unique set of challenges that many other large cities do not touch. For example, there is the harsh climate. Summer may be an average of 110 degrees for the entire month. Thus, kandytsyyanernyya firms thrive while travel agencies are not working. However, mild winters also bring spring training in the big leagues, golfistav, resorts and kanferentsyyanerav visitors. All wishing to see the Grand Canyon usually do so through Phoenix. This deserted city, the fifth largest in the country, also with a & # 39 is the gateway to the south of Mexico, Los Angeles and Las Vegas to the west, New Mexico and Utah in the east to the north.
Snow birds flock here from the cold Midwest from November to April. Restaurants and hotels are filled with souvenir shops in the malls. Warm winter means more outdoor activities and lower heating bills. Tourists fill the airport and limousines. In addition, every August in the Arizona State University 60,000 students come from all over the world. So, what does this mean for the average business that is trying to make a living? This means that you need to know about the unique circumstances facing them, when placed on your & # 39; reality in the catalog, which comes out once a year.
For his 25 years, I have many hours discussing the problem of seasonality. Describe one typical example. One of the largest accounts, with whom I consulted, there was a campaign of air conditioning, who lived and died with the seasons. In late May began a hot temperature, which ended about the middle of October. Despite the fact that they offered heating, 75% of businesses had during the summer months. However, their yellow pages of the & # 39; waking were mainly for cooling. They always complained about how unfair it was forced to have advertising, which in the winter they do not benefit. And yet on the & # 39; in reality indicates "heating and cooling", and they filed a case with the stoves, but not much. I was sympathetic, but could little to change the situation.
Any business that has a seasonal loss of customers, is in the same boat. But consider the other cities. If you offered snegaachystki service in St. Paul, would not it be a waste in June or August? In restaurants, we loved the snow birds to help fill their places, but moaned that the locals already knew them and did not want to look in the Yellow Pages to find them. I always explained that the catalog is delivered to beginners all year round and it will help them with new customers who did not know them. This is a complex subject, which can cope with. I worked every month, and every change in temperature brings a new set of dilemmas. People from car repairs love summer because it meant overheated radiators, vydutyya tires and broken air conditioners. Winter caused great influenza activity for doctors, as well as old snow birds who needed treatment and care.
Sometimes I wanted to have a six-month book, but then it would depend on when they will be delivered. Distribution does not make anyone happier in mid-July or January. I'm always just trying to develop the best advertising that could work in any season, which was available in good times and bad. I'm still doing private consulting and offer any Phoenix business best in personal care products. My advice to any company in the field is in the planning of the annual budget for the season
advertising program, and I understand that the profits will not be correct, but the main thing this year. Create advertising that attracts residents and tourists. Focus on any goods or services that can work all year round, and spadyaytsesya the best. For more information, go to my website and send an email. I am a year-round resident, and I understand the frustration, but I like to live here more than 33 years. And yes, I still use the Yellow Pages.