----- Original Message -----
Sent: Wednesday, December 27, 2000 12:02
PM
Subject: RE: CAA: Airport Marketing &
Public Relation, Airport Marketing & Public Relation, "Telephone book
advertising"
Pat:
Although I'm
with the Kiehl Hendrickson Group now (aviation consultants), I previously
worked as the marketing director for a small-hub (900,000 enplanements)
airport. I had the same questions as you. We were spending a lot
of my advertising budget on yellow page advertising, and it wasn't producing
anything positive that we could measure. The airlines, rental car
agencies, and other tenants were the beneficiaries of our ad dollars. So
we reduced our exposure to a simple listing for the main switchboard line,
which then gave consumers a menu to choose from. Guess what? That
was all people needed. The only negative feedback we ever got was from
the yellow page sales reps.
So, what would
my message be? The public needs a general phone number and
address. Your tenants will do their own advertising in the yellow
pages. What's the worst that will happen if you lose the fancy display
ad? Nothing!
Best
Regards
William A. Rathert
Kiehl Hendrickson Group
Hello everyone!
Tis the season for phone book advertising
renewal. The yellow pages around here, as everywhere I'm sure, are
outrageously expensive. I am wondering how valuable the group thinks
these ads are. We spend thousands of dollars each year to advertise in
Ameritech, TDI and local books...the content is mainly our airlines and
their 1-800 numbers, as well as our web site information.
Any insights as the the value of this sort of
advertising would be greatly appreciated!
Happy holidays!
Pat Corfman
Bishop International Airport
Flint, MI
Email: pcorfman@xxxxxxxxxxx
