
Do you still use trade directories?
Last summer we conducted a survey of over five hundred clients and contacts to ascertain how event industry companies sourced their new suppliers. We wanted to know how effective printed trade directories are in a world where we are a click away from a plethora of relevant contacts and suppliers via the internet.
See below for results
RESULTS
We asked respondents to choose one answer to the following question...
When searching for a new corporate event/entertainment supplier do you:
A) Go only to your favoured trade directory/ies to find what you're looking for?
2 Percent selected A
B) Go to your favoured trade directory/ies to find what you're looking for, before trying the internet if there's nothing suitable there.
31 Percent selected B
C) Go only to the internet to find what you're looking for?
22 Percent selected C
D) Go to the internet to find what you're looking for and then try your favoured trade directory/ies?
45 Percent selected D
Additional Comments Made
Quite a number of respondents kindly gave additional thoughts:
- About five percent stated that they preferred to seek advice from colleagues first.
- Two people stated that they would only use companies found at an exhibition or trade show.
- One person said that they would never use the internet as it could not give a true picture of a company. (Our thought is that the the internet possibly gives a clearer picture than a short sales based advert).
Summary
Whilst there are a number of excellent trade directories and we will continue to have a presence within them, our spending next year will reflect the findings above and a greater proportion of our advertising budget will be spent on internet marketing. Pay-per-click advertising on the internet so far this year has been over 1050% more cost effective than our best directory advertising campaign.
We thank all of those who took part in the survey, your input is thoroughly appreciated.
As a gentle inducement to take part in the survey we offered a case (x6) of Bollinger Champagne to the name of a respondent we drew from our ice bucket. Nicola Lee from Richards Butler will shortly have reason to invite a few friends around as it was her name drawn on 1st November.
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