Yodle Building Feet on the Street Too

The image “https://i0.wp.com/www.yodle.com/img/logo.gif” cannot be displayed, because it contains errors.I had an interesting conversation this morning with Court Cunningham, CEO of Yodle (formerly NatPal), a local SEM firm. Yodle is in the hunt for SMB online advertising dollars and says its growing ranks of advertisers are spending roughly $1K per month — a figure that I’ve heard from others.

This translates to an average annual spend of roughly $12K, which compares with an approximate annual spend in print yellow pages of $4.5K or so.

One of the things that makes Yodle interesting and different is that, like ReachLocal, it’s opening local sales offices. It currently has five in New York, Philadelphia, Boston, DC, Atlanta, with one soon to open in Chicago. Cunningham sees many more opening next year.

The company is driving clicks but selling calls. It doesn’t guarantee clicks or calls but uses predictive modeling to set expectations (e.g., for that spend you can expect to receive X calls, based on Y clicks). Cunningham said that his sales team offers what amount to small, medium and large packages that are budget based and very simple to sell and buy.

Other than the yellow pages, ReachLocal, Yodle and Weblistic are the three trying to build local offices and sales forces.

Cunningham acknowledges that there’s a growing din among competing providers but there’s still a low level of awareness among local advertisers/SMBs about the availability of these services. Cunningham said that he thinks we’re “18 months” from a time when there will be three or four highly visible and perhaps dominant companies in the segment (beyond the YP publishers).

Beyond clicks/calls Yodle is exploring other products, such as audio and video.


11 Responses to “Yodle Building Feet on the Street Too”

  1. Yodle selling ads to small businesses at Ghost of Midnight Says:

    […] Greg Sterling writes today… […]

  2. paul Harvell Says:

    I would like you to have a look at our logo and name and maybe you can ask court how he thought up his name and logo. Wwe have been around for 2 and half years and are the biggest Google reseller in Australia and New Zealand. We also operate in the US and UK and Irealand.

  3. paul Harvell Says:


  4. Greg Sterling Says:

    That’s probably a better question for you to ask Court.

  5. paul Harvell Says:


  6. barb Sterwar Says:

    Oh my gosh, Yodle copied your style and flow

  7. James Says:

    Yodle makes false promises. I have recently signed up for their service. My account rep promised they could increase targeted traffic to my website. After the first few weeks of no traffic, they stopped returning email messages for updates on my account. I tried to get them to resolve the issue, but with no avail. Here is a quote from the last un-answered email. “3rd and final request. Next requests will go to the credit card company, BBB and the Attorney General Office of both our states, and RipOffReport.com.” I would have to caution anyone on wants to use this company, make sure you do your homework before selecting a company to do your online advertising.

  8. James Says:

    I’d like to formally update and correct my previous posting related to Yodle. The management at Yodle promptly resolved my issues. Thank you Yodle for your professionalism and understanding

  9. Ryan Says:


    I am with Upscale Atlanta, which is the publisher of a high-end cooperative direct mail piece that is mailed to the top 120,000 most affluent homeowners in metro Atlanta. I am interested in speaking with you about becoming a strategic partner and providing Yodle’s SEM solutions to my clients.. Please call me at 404 729 2924… Thanks


  10. Top Posts of 2008 « Screenwerk Says:

    […] Yodle Building Feet on the Street Too              […]

  11. LeahW Says:


    Looking for something else, but very good site. Thank you….

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