Zip Code Phonebook 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 Code is 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 code along with the Pareto Principle that 80% of your customers reside within the zip codes that connect to your location. 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. Only it has grown 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 was first introduced, the world “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 or look online than it is 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 into.

You can cover as many Zip Codes as you want, just make sure you do not pile up a marketplace so large you are practically competing with the phone company. The best rule of thumb is to break the phone company’s 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 similar to the way all other phonebooks do. Advertisers want solid numbers. Zip Codes are solid. Just ask the postal service.

The Road to Big Profits

Maps serve a purpose. People use it for directions. They trust it and depend on it to get them where they want to go. It tells them where the local attractions are, and other places if interest, particularly among tourists – the people who use maps the most.

Considering the credibility and the power of maps as a printed medium, it takes an entrepreneur 2 seconds to realize that there’s money in maps… as an advertising vehicle.

You can design your city map to be as large as 28″ x 40″ which can be printed by commercial print houses with large format presses. Or you can use the 11″ x 17″ format and bring it to your neighborhood quick printer.

The Map

What you’re going to make a map of is as critical as deciding about how you’re going to do it. These are the two questions that will make the foundation of your business.

Big cities are very seldom a great market for City Maps. However, if you break them apart and make maps for selected business districts, even down to selected neighborhoods, the taking is plenty.

Focus on dense retail districts. Target those with neighboring restaurant row, historical spots or other tourist attractions.

Purchase reprint rights of already existing maps as this would prove significantly easier and more cost efficient than producing one yourself.

Cartoon styled maps may be visually entertaining, but they are seldom useful. You will probably attract more advertisers if you can equate your advertising rates with potential use.

Advertisers

Position advertising blocks on the outer edge of the map area. Depending of the size of your map and the paper you plan to print it in, you can have as many or as few “blocks” to offer for advertising. Encourage your advertisers to buy more than one block of advertising. This will not only make your map look more exclusive, it will also make your selling ad spaces get done a lot sooner.

All-Cruise Travel Club

Most Travel Clubs are organized on the premise of building a sizable membership capable of negotiating discounts with various ravel providers.

Minimum Start-Up: $500
Average Start-UP: 10,000
Revenue: $25,000 – $250K
Profits: $10,000/Month
One Person Business: Yes

The Travel Club makes money earning a commission every time a member purchases airline tickets, books a hotel room, or goes on a cruise.

Today, things have changed quite a bit.

SELLING MEMBERSHIPS

With a swelling membership basis it is difficult for travel clubs to ignore the profits of charging for membership, no matter how insignificant the amount.

With 10,000members, a travel club charging only $20 a year will earn $200,000 in membership dues. This revenue is over any commission the Club earns when a member travels.

SPLIT DISCOUNTS

A Travel Club normally acts as a travel agent for the exclusive use of its members. As an “agency”, it gets standard agent commissions from airlines, hotels and cruise lines.

This can range anywhere between 10% and 18% of the purchase price. What travel clubs usually do is offer its members a rebate equivalent to 50% of its commission (meaning 5% to 9% of their purchase price.

If the member spends $1,000, they will get back anywhere between $50 and $90. This is enough reason for people to join a travel club, especially if the membership dues are just $20 a year.

ALL-CRUISE

As todays market shifts from the “all-in-one” and “do-it-all” service companies to that of “specialized” services, so do travel clubs.

Based on industry statistics, the best area to specialize in is the Cruise business, the fastest-growing segment in Travel.

YOUR BUSINESS

Sell memberships to your All-Cruise Travel Club and offer rebates on all cruises and peripheral services the member books through the club.

Find products or services that you can give as bonus for signing up for a year’s membership.

You may even want to seek distributors who will purchase membership cards in advance, at 15% of the retail price.

This means that if the membership retails for $20, a distributor buys it from you for $3. If you sell 10,000 memberships this way, you’ve just earned $30,000. Then, add to this revenue from commissions when members take a cruise.