Posts Tagged ‘print Yellow Pages’

Legal Battle Over Print Yellow Pages Placement Shows Continued Value

Friday, January 22, 2010

Recently on this blog, we’ve focused on the growing importance of online and mobile opportunities for Yellow Pages companies and their small business advertisers. Recently,  SuperMedia (formerly Idearc) emerged from bankruptcy with a commitment to developing those areas of its business.

But in Baltimore this month, the continued importance of print Yellow Pages as an marketing medium became clear after a legal battle emerged over which local law firm would be allowed to advertise on the back cover of this year’s directory.

The dispute, though unfortunate because it involved an error on the part of the local directory publisher, nonetheless emphasized the high regard small businesses still hold for print Yellow Pages.

Read more on the BIA Kelsey blog.

January 22, 2010 | 1 Comment
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Simmons Findings Show Value in Print Directories for Hotel Guests

Tuesday, October 6, 2009

While a number of hotel chains have discontinued the practice of providing Yellow Pages directories in each room, a newly released report from CRM Associates would indicate that this might be the wrong move.  Data from Simmons Spring, 2009, suggests that frequent hotel guests are significantly more likely to use print directories than the average consumer.

Some of the findings from the Simmons data include:

  • Those who have stayed at a hotel/motel in the past 12 months are 30% more likely to be print yellow pages users than those who have not and 54% more likely to have used print yellow pages for business or travel purposes in the past 12 months.
  • Members of hotel frequent guest programs are 20% more likely to be print yellow pages users than those who are not and 22% more likely to have used print yellow pages for business or travel purposes in the past month.
  • Those who stay at hotels three or more times per year are 40% more likely to be print yellow pages users than those who do not stay at hotels and 84% more likely to have used print yellow pages for business or travel purposes in the past month.
  • 42% of those that stay at hotels 11 or more nights per year have used print yellow pages directories in the past month at home; 20% have used print yellow pages while traveling or for business.

The message is clear: hotel guests, particularly frequent hotel guests, are above average users of print directories both personally and for business travel purposes.  Not providing access to print directories in the hotels is likely to be a disservice to the hotel’s best customers.  And who can afford poor customer service when business is slow?

October 6, 2009 | Leave a Comment
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Print Yellow Pages 2012: Critical Changes to the Core Product

Thursday, September 24, 2009

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For anyone who believes print is no longer viable, today’s panelists made a strong case for not just the current state of their products, but the future as well.  From the multiple-platform suite of products provided by Sensis to the finely targeted, hyperlocal directories delivered by HomePages Directories, there is strong growth to be had…providing your business model is focused and disciplined.

Michelle Sherwood, Sensis General Manager Marketing, kicked off her presentation with a “consumer on the street” video clearly demonstrating the variety of ways that customers use Sensis products to find solutions.  She went on to say that their business model is a simple one – Usage drives ROI, drives Stockholder value.

This model has worked, generating continued, sustained growth over the past few years.  With services that are easily accessible and a strong network approach, they are able to provide buyers with even more choice – including a new iPhone app that is the number three pick of Australian consumers.

Sherwood also pointed out that the ROI debate must shift to leads as the currency of local search, “real leads, not clicks”.  And that Sensis has embraced the “loud” approach to communicating the value of their products to consumers, advertisers and analysts.

Abe Andrzejewski, CEO of American Marketing & Publishing LLC/HomePages Directories, followed with an equally compelling story about their journey to success as “a neighborhood/hometown directory – hyperlocal books.”

Andrsejewski suggested that the future of print Yellow Pages is a geo-relevant book, providing strong growth in existing footprints and challenging online and over-scoped directories.  In other words, he observed, books with “deep, relevant contact and an absence of irrelevant content coupled with community information at the most local level.”

He advised the group that well-developed local books create the aura of in-group loyalty based on use by consumers and for merchants the opportunity to participate for a low rate, making them a costly mistake to pass up.

HomePages’ sales force has evolved into a highly disciplined, tightly focused group because “a confused sales rep is an ineffectual sales rep – and a confused merchant never buys.”

Abe believes that consumers are currently challenged by the absence of a single dominant, hyperlocal destination for geo-relevant content – and intends HomePages to fill that void.

Strong results bolster both the Sensis and HomePages approach and both groups continue to work to meet the needs of consumers and advertisers.

September 24, 2009 | 1 Comment
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Getting Ready for the Fourth of July Weekend

Thursday, July 2, 2009

The 4th is almost upon us and many American families will be hosting guests, having cookouts and going to watch the fireworks at their local parks.  Some will be camping, many will be playing baseball and others traveling to visit friends and family in distant places.  And of course, there will be lots of good food – crab cakes, ribs, hot dogs, potato salad and apple pie.

With so much to do and so little time, here’s where the Yellow Pages – print and online – can really save you time and money.

Holiday Need
 Heading
Need to board your pet while you travel? Kennels
Camp Site? Campgrounds & Recreational Vehicle Parks
Baseball Equipment? Sporting Goods
Rental Car?     Automobile Renting   
Hotel for overflow guests?      Hotels  / Motels
Extra tables, chairs, tents?                 Party Supplies-Renting
Flowers for the table? Florists
Red, white and blue decorations?            Party Supplies
Barbecue supplies?    Barbecue Equipment and Supplies
Apple Pie? Bakeries

The list goes on and on.  Whether you get out the book or go online, the Yellow Pages are there with the right business to help you out.  And don’t forget to look for the discount coupons to help save some money while you save precious time.

Baseball, Apple Pie and the Yellow Pages.  Sounds like a holiday to me.

Have a safe and happy 4th of July!

July 2, 2009 | Leave a Comment
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Telmetrics: Print Advertising Drives Online Leads

Thursday, May 28, 2009

I asked Bill Dinan, president of Telmetrics, to write our very first member blog for InsideYP on what we all know is an important topic – ROI. Telmetrics recently released some interesting data on lead generation from print Yellow Pages, and Sebastien Provencher, Greg Sterling, and Kelsey Group have had it on their radar screens.

So, here’s what Bill had to say:

Today’s volatile economic climate and the proliferation of media have put marketing budgets under intense scrutiny – making tracking advertising ROI and results a number one priority for marketers.

As a result, performance measurement tools are in greater demand. Advertisers have found transparent measurement tools with Yellow Pages – namely call and URL measurement. Tracking Yellow Pages lead generation through unique phone numbers and URLs (used only in those ads) proves the consumers that the medium delivers to advertisers.

From a data review of 1,200 Yellow Pages ads running November 2008 to April 2009 with unique phone numbers and URLs, we know that print advertising drives calls and clicks. In fact, tracking unique URL activity in addition to call measurement shows a 78 percent increase in the overall leads driven by print Yellow Pages.

Without tracking unique URL activity, Web traffic leads could be attributed to another medium – highlighting the importance of transparent ad measurement. This type of value isn’t offered by any other advertising medium today and continues to be a key differentiator and value proposition for the Yellow Pages industry.

Our opinion? Over the years, many have tried to position print Yellow Pages as a gateway to additional information. This study from Telmetrics quantifies and proves that a substantial number of leads that have heretofore been attributed to the internet are in fact a direct result of print Yellow Pages advertising. These data will go a long way in proving the value of our medium to both existing and perspective customers.

May 28, 2009 | Leave a Comment
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Google Outage Highlights Importance of Print Media

Friday, May 15, 2009

Yesterday, Google’s search and e-mail services were disrupted for about an hour and the world took notice.

This made me think about the misconception I often hear that no one uses print Yellow Pages anymore, and how a brief Google outage shows the importance of print media in our culture.

Yesterday’s event illustrates the fact that technology simply cannot be available to 100% of us 100 % of the time.  And for that reason, there are many people who need or might even prefer to use print media to find the information they’re seeking.

Several examples readily come to mind:

First of all, we can’t forget that there are still a large number of people who do not have 24-7 access to the Web.  And even for those who do, there are still going to be down times.  Maybe your power goes out, there’s an emergency, the DSL is down temporarily, or, yes, Google has a snafu.  Or perhaps you’re just not near the computer or iPhone.

And then there are the people who simply prefer to use print media.  It’s tangible.  You can touch it.  You can flip the pages, look at the display ads next to each other, write on it, circle things.  It offers a tactile experience that is different than online, and it’s very valuable.

Finally, there are the people who feel compelled to check multiple sources.  They do a Google search, they review their favorite Internet Yellow Pages site, they check their local Yellow Pages directory, and maybe ask a few friends.  They use these sources in tandem to make an educated decision on a local business to patronize.

Now, obviously, our industry works with Google and other search engines.  They provide important services that benefit Yellow Pages companies and our customers.  For example, search engine results often display the Internet Yellow Pages listings of our small businesses advertisers.  So in that regard, we don’t want to see Google’s service interrupted.

But with many different types of “local searchers” out there, and a technology grid that just isn’t perfect, I think print has a lot of life in it.  That’s why Yellow Pages companies continue to deliver print products, even as we see double-digit growth in our Web and mobile offerings.

May 15, 2009 | Leave a Comment
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Panel of Advertisers Say They Believe in Print

Monday, April 27, 2009

Charles Laughlin of the Kelsey Group moderated today’s insightful National Advertiser Panel, which featured Chris Borrink from Allied and North American Van Lines, Michael Strait of Telmetrics, Pat Vihtelic with Progressive Insurance, John Vitagliano of Meineke Car Care Centers, Inc and Elizabeth Young from ARS / Rescue Rooter.The panelists discussed a wide array of topics ranging from value perception to pay for performance. Chris Borrink was “bullish on print, remarking that it was the “bread and butter” of his business. John Vitagliano agreed saying “no one questions the value of the Yellow Pages.”

The panelists voiced that the medium is still an integral part of their marketing mix, and that increased tracking and measurement were key to ensuring a good ROI.

Many agreed that there is a perception issue surrounding product use, but that solid testing and reporting can be used to combat the argument that less dollars should be allocated to Yellow Pages advertising.

Panelists did have some suggestions for improvements, including bundling metrics into the total cost, increased split testing, and enhanced local support. However, the overall tone of the session was positive and the panelists emphasized that Yellow Pages is a key part of the growth and promotion of their business.

April 27, 2009 | 1 Comment
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