Posts Tagged ‘multi-platform’

‘Search Starts Here’: Print Directories in a Multi-Platform World

Thursday, April 18, 2013

In today’s increasingly digital world, print directories still play an integral role in a comprehensive local media strategy, according to our expert panel.

Emil Morales, senior vice president at TNS and panel moderator, kicked off the session by showcasing TNS study results indicating print Yellow Pages extends the reach of other local media. The data show consumers use print Yellow Pages in conjunction with all other types of local media prior to and following the decision to buy – a clear opportunity for our industry to bundle print and digital products.

“There’s a lot of great news to share about the print Yellow Pages story,” according to Matt Centofanti, director National Marketing at YP. “[Print] is not dying on schedule.”

Matt discussed the strong volume of call counts and the high return on investment advertisers receive from print directories. Matt said ROI for print ads is 13:1 and that call volumes are up 8% year-over-year, generating 35% more calls for existing customers, according to CRM Associates’ latest study.

Matt also talked about the significance of knowing your ideal customer, stressing that formany traditional Yellow Pages categories with desirable demographics like baby boomers and seniors, print Yellow Pages is still driving leads.

Eric Webb, president of Marquette Group, focused on the importance of “a print and” strategy, noting that advertisers should consider print along with other media options.  Eric said demonstrating media value based on population alone is insufficient given that deeper demographic variations may exist among markets.

Dave Wolf, managing partner at Linkmedia 360, said the challenge facing print is the fragmented media environment with numerous competing products and platforms available for advertisers to reach consumers. Dave talked about opportunities to supplement a digital advertising plan with print Yellow Pages rather than print being the primary medium.

 

The Chi of Hidden Pizza

Wednesday, May 12, 2010

We asked Wayne Aspland, group manager of corporate positioning at Sensis, to share some further thoughts on the Yellow Pages Hidden Pizza campaign in Australia.  The campaign has attracted a fair amount of attention in the media and among bloggers, prompting discussion about how Yellow Pages advertising works in tandem with social media.  Wayne elaborates on some of the points raised in this guest post.

Call me a violent thug, but one of my favourite films is Stephen Chow’s beautifully farcical 2005 epic Kung Fu Hustle.

In it, The Beast, who is the world’s (as it turns out, second) greatest kung fu master – and a thoroughly nasty chap – dishes out the beating of all beatings to our hero, Sing. In fact, he pulps Sing so badly that he inadvertently releases Sing’s chi flow and turns him from a street beggar cum wannabe gangster to ‘The One’ – a kung fu master capable of feats that would bring tears even to Chuck Norris’ eyes.

And that’s saying something when you consider how tough Chuck Norris is (check out www.chucknorrisfacts.com if you don’t know what I’m talking about).

In other words, in attacking Sing, The Beast actually helped him.

In a roundabout (okay, very roundabout) way, Sensis’ recent Hidden Pizza campaign has sparked a not dissimilar joust in the local search industry.

Last week, YPA’s Stephanie Hobbs used a Search Engine Land article to explain how many Yellow Pages companies (including Sensis) are focused on providing integrated solutions to advertisers at a time of fragmentation in media consumption.

The theory goes that by giving companies the ability to advertise not just in Yellow Pages print but in online, voice, mobile and in other sites like search engines – all in the one bundle – you help them get searched for in more places, more easily.

Along the way, Stephanie’s article referenced Sensis’ recent ‘Hidden Pizza’ campaign as an example of how Yellow Pages continues to deliver considerable advertiser value.

And that’s where the fun begins.

You see, there’s been a bit of disquiet about this campaign in certain sectors of the digital industry.

As a spin off of this, Stephanie copped a bit of flak for her Hidden Pizza mention.

And that’s fair enough. We’re all adults here (even if we do love whacky kung fu films).

But what I find priceless about these particular attacks is that in trying to discredit Hidden Pizza, they actually did a beautiful job of proving Stephanie’s core point. That:

“a multi-platform approach makes the most sense for local business advertising—it realizes the benefits and opportunities available across all forms of media, whether they’re in print, online or on mobile.”

On the one hand, the critics of Hidden Pizza claim that by restricting the contact details to Yellow Pages, you’ll get a high percentage of Yellow Pages responses.

But, on the other, they show graphically how word of the campaign did, in fact, get out.

The end result being a pizza restaurant with whopping great queues of hungry patrons, 70% of whom came from Yellow Pages and the rest from social media and other sources.

To me, the conclusion is pretty plain. Yellow Pages works – both as a powerful advertising medium in its own right and as a part of the broader media landscape as well.

People today are searching for local businesses in Yellow Pages print, online and mobile as well as other media. So the prime position for businesses is to be searchable across as many of those channels as possible.

Which is precisely what Stephanie is advocating and precisely what the Yellow Pages industry is working to deliver.

Thanks for your criticism guys. We appreciate your support.

Sensis: ‘Traditional and Digital Together is Far More Powerful Than Digital Alone’

Wednesday, May 5, 2010

Earlier this week, I shared an article I wrote for Search Engine Land that talked about the importance of multi-platform advertising in generating new leads for local businesses.

Today, I’m happy to see that our Australian member Sensis—which I cited in the article—also shares my view that generating local business visibility across various channels increases the opportunity for meaningful results.

In a post on the company’s blog, Speaking Sensis, Wayne Aspland discusses two recent studies which show that despite common perceptions, both digital and traditional media usage are up recently. As he explains, increases in online usage have not come at the expense of traditional usage – instead, digital and traditional usage have grown together.

Given this data, Wayne argues that “we should put an end to these phony media wars and start realizing we’re all in this together…because, clearly, that’s what consumers (and advertisers) want.”

I couldn’t agree more. Here’s the link to Wayne’s post.

Sensis ‘Free Pizza’ Campaign Shows: When it Comes to Finding New Business, Yellow Pages are Still 70% of the Pie

Monday, April 26, 2010

Over the past few months, we’ve released new data that reinforces the ongoing value of print and Internet Yellow Pages to local businesses. Now a new advertising campaign by Sensis, an Australian Yellow Pages provider, shows that when put to the test, our findings match up closely with the real world.

As The Australian reports, Sensis opened a new Melbourne restaurant, the Hidden Pizza Restaurant, in the basement of an alleyway earlier this month. Flyers distributed in the local area, as well as the restaurant’s website and Facebook page, offered a free pizza to consumers who could find its location during a two week period. The restaurant’s blog told consumers to, “just look us up the way you would any other business.”

Data collected during the campaign, which concluded April 25, found that of the 8,000 consumers who located the restaurant, 70% found their way via a paid Internet Yellow Pages listing, through paid search engine listings that Sensis placed, or from a print Yellow Pages directory (which were delivered shortly before the campaign began). Blogs, social media, and other forms of word-of-mouth accounted for the other 30% of customers, the company said.

We’re very encouraged by the results of this campaign, which we believe illustrate the strength of Yellow Pages’ multi-platform advertising model in driving real leads for local businesses.

For more, read the full The Australian article here.