"We’ve gone to YP over the years to have the appropriate presence in the Real Yellow Pages®, and more recently mobile communications, as well as the internet. And they help us to adjust our spending so that we have the best coverage in the right area at the right time."
Aero Compressor is Southern California’s leading distributor of top-of-the-line industrial air compressors, air dryers, vacuum systems, and filters. In the manufacturing industry, compressed air is considered the “fourth utility.” It can be used to power cylinders, valves, and other equipment, however it’s cleaner and safer than most forms of energy.
While Aero Compressor has been in business since 1962, its owners and managers have strategically limited its growth, keeping the company small and specialized. But they face the challenge of competing with large manufacturing companies that invest significantly more money in sales and marketing.
“We are a smaller company, and we play against major manufacturers with billions of dollars to invest,” said Steve Johnson, Aero Compressor’s general manager. “We have to invest our dollars very wisely with people who want to work with us and help us gain. YP’s done that for us.”
YP℠ marketing consultants work with Steve to determine the best tactics for reaching his target audience, and they advise him on how to expand and contract his budget to suit the seasonality of his market. “YP has introduced us to the concept of trying to address the market that’s available at any given time,” Steve said. “With that we’ve adjusted how we do our mailings, to address the time of the year and what we’re advertising to fit that.”
Aero Compressor takes advantage of a full range of YP’s marketing solutions, including print ads in The Real Yellow Pages®, online search ads, promotional video content, and direct mail marketing.
“We’ve had more than one consultant with YP in the past, and honestly they’ve all been excellent,” said Steve. “They’ve worked with us diligently to make sure we’re getting the biggest bang for our buck. They always come to us with great ideas and new concepts for us to consider and to apply to our business where appropriate.”