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Show Phone directory cover coming If JltMllf 9 V, r 4 The past decade has been a time of change and advancement that has touched virtually every aspect of our society. Near the top of the list of those affected by modern change is today's businessman. The onset of new marketing techniques, greater public awareness aware-ness and the information age is helping to create a changing marketplace mar-ketplace that is increasingly competitive. com-petitive. While some companies flourish, others are finding it more and more difficult to survive. For most businesses, public awareness and that "competitive edge" have become more crucial than ever before. be-fore. One new company in the Benchmark Ben-chmark Region has recognized the need for today's businessman to reach the public in new and creative crea-tive ways, and they are marketing a produce that does just that. The Company is Tait Enterprises. The product is a simple, but effective, idea in telephone directories called the Local Business Yellow Page Index. The directory is distributed in the form of cover advertising on a heavy duty, durable binder that holds already existing telephone books. Unlike other similar products, pro-ducts, this binder contains no display dis-play advertising. Rather, it utilizes a yellow page format of line listings under categorial headings. According to Doug Tait, owner of Tait Enterprises, "the binder-directory binder-directory idea is somewhat revolutionary, revolu-tionary, and has been successful locally and in other areas of the, country. The Tait binder will be distributed distri-buted to 20,000 homes in the South Davis area at no charge to the consumer. con-sumer. It will be sized to fit the smaller, local directory and is marketed mar-keted for four years at a time. "The binder is designed to last longer than four years," Tait said, "but after four years the binder becomes be-comes a little outdated and will be re-distributed. However, some homes will keep the original binders bin-ders after the second distribution, thus increasing the longevity of the advertising in some instances." The idea of a phone book binder has been received well locally. Over 50 contracts have currently been sold, including: Lake wood's Home Furnishings, Russon Brothers Mortuary, Lakeview Hospital, Tracy Collins Bank and Trust, Mrs. Cavanaugh's Chocolates Choco-lates and others. A number of home-owned businesses are also listing with the binder. "The Tait binder promotes the local economy, is an appreciated service to consumers and is a worthwhile method of immediate response and long-term advertising. advertis-ing. The best part, however, is the bottom line," he said. Tait claims that the cost of a listing list-ing on the binder is less than most phone book advertising, and almost always less than most other common forms of advertising for the coverage received. "We offer advertising that lasts longer, that gives better exposure, that is always in the home, that is an easy to use service for customers custom-ers and, even after all that, we still cost less," Tait said. VINCE GREGG "For years people have used telephone books and telephone book covers," Tait said. "We are marketing a product that brings together the best of both worlds on a simple product that is effective and easy to use." As well as the genera) business listings, the binder will also include a number of specialty sections, including in-cluding a restaurant guide, a banking bank-ing guide, a medical and professional profes-sional guide and an apartment guide. Unlike its phone book cover competitors, the Tait binder will use a spine to hold in the phone books, instead of a slip-on system. Tait claims that the consumers who receive the binder will virtually virtual-ly be able to use the binder in place of the phone book in most inst- ALISA JEMMETT ances, and that the binder will be quicker and easier to use than even the localized diictories. "Our goal is to make virtually any business or community service number available at a glance," he said. "By limiting the number of listings per heading, we have made room on this product for good representation rep-resentation from virtually every line of business that a consumer generally looks for in the phone books." "We have made a product that is less cluttered than the phone books, and that is easier to use," Tait said. "On top of all that, we deliver to the businessman greater exposure than he gets in the books, and in most cases, we eliminate most of the competition found in the books." An introduction letter from the Bountiful Area Chamber of Commerce Com-merce said, "This may be an excellent excel-lent way of advertising your business, busi-ness, and you may find it advantageous advan-tageous to spend a few minutes with (a representative)." Distribution of the binder is scheduled to be completed by January, 1987. Tait's local representatives repre-sentatives are Vince Gregg and Al-isaJemmett. Al-isaJemmett. For more information on the binder, call 298-4867. |