The rate of return in a national direct mail campaign averages 2 to 3 percent. Directories also provide a specific target market. The most common form of directory is the Yellow Pages of the local telephone book. The directory provides a long-lasting advertisement, usually published annually. Often its life expectancy is the longest of any promotional message- a year or more, or as long as the directory lasts.
Outdoor promotions is an area that is often under-used but still successful.
The use of billboards, buses, and taxies may be developed and effectively used. Outdoor promotions are an excellent way to reach travelers, often with many repeat readers. It should be understood, however, that the promotional mix always varies with the product and the market. The mix is rarely the same for any two businesses or for different time periods in the same business. Effective use of promotion should be a valuable tool to any small business owner or entrepreneur.