Annoyance Grows as Brant Florist's YellowPages™ Mistake Continues Directing Callers to French Speaking Sympatico Offer

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Ken Bolt's face is blushing as red as the beautiful roses he sells in his family florist store on Brant Street. The embarrassed owner/operator of this successful local business is handling one of their worst advertising mix-ups in their 30 year history - their year long YellowPages advert is directing callers away from their flower store...

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Ken Bolt's face is blushing as red as the beautiful roses he sells in his family florist store on Brant Street. The embarrassed owner/operator of this successful local business is handling one of their worst advertising mix-ups in their 30 year history.

"When the 2007 edition of the Burlington YellowPages™ hit the streets the latest Brant Florist advert was included. The newly designed advert was already causing a stir for its new and somewhat controversial advertising approach. So you can imagine my dismay when I began receiving angry calls from customers asking what was wrong with the phone number," said Ken.

"During the final stages of advert approval, the new phone number shown in the advert (310-BRANT) was supposed to be working because Bell was already billing us for it. That was not the case at all, and the 310 number is useless because it sends all callers to a French Speaking Sympatico offer, it's infuriating and we have to live with it for a whole year!" complained Ken.

When asked what remedy Bell had offered, Ken said, "Bell refused to add a switch to the number which would allow callers to 'Press 1 to reach Sympatico or Press 2 to reach Brant Florist.' They were very unreasonable, those folks at Bell. We wish now that we'd stuck with our long time phone number 905-639-7001. Fortunately Bell have absorbed the charges for the 310-BRANT mistake and the cost of the YellowPages advert, but that does not make up for our lost business."

The controversial advert is shown on the page 357 of the 2007 Burlington YP edition, and represents the largest independent store in the section. "This phone number mix-up is going to cause us some head aches," said Ken. "However, we're using this advertising review to implement some new concepts. It's forcing us 'out of the box.' We're looking at increasing our newspaper print advertising, special door hangers, a monthly draw for various gifts like an Apple iPod, and possibly even fax broadcasting to local businesses. We're getting creative - you could say it forced us to grow," said Ken with a smile.

Fortunately for Brant Florist, their online YellowPages advertising is correct, as are their other adverts in different directories such as the ever popular Gold Book. However, since Burlington is their home town - this mix-up hits close to home.

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