Posts Tagged ‘PYP’

Telmetrics: Northeasterners Flock to Print Yellow Pages Following October Snowstorm

Thursday, December 8, 2011

This past October, an unseasonal snowstorm hit the Northeast from New Jersey to Maine. Following the storm, local consumers flocked to their phone books to find a wide variety of important business services, according to internal data shared with us by Telmetrics, which tracks consumer calls from ads in print directories.

Telmetrics looked at the change in average daily call volume per print directory ad between what it designated as Week 1 (October 22-28), the week before the storm, and Week 2 (October 29-November 4), the week of the storm.

According to the data, the daily average number of calls per print ad increased by more than 18% across the region as a result of the storm, with Connecticut seeing a nearly 47% increase:

Telmetrics also found triple digital growth for the daily average number of calls per ad for a wide variety of important business headings, ranging from security services and systems, to lighting systems and equipment, generators, attorneys, tree service and car towing:

These findings provide clear evidence of the important role that print Yellow Pages continue to play in connecting local businesses with customers during important life events like the aftermath of a storm.

Americans Reference ‘Jewelers’ Heading in Record Numbers in November

Wednesday, November 16, 2011

With the holidays right around the corner, Americans nationwide looking to buy the perfect gift for a loved one, will turn to Yellow Pages search tools in record numbers to find a local jeweler.

More than 31 million searches are made for “jewelers” in print and Internet Yellow Pages each year, with the highest number of lookups occurring in November, according to our Local Media Tracking Study released earlier this year.

The study also found that:

  • Men continue to drive searches for jewelers in print and Internet Yellow Pages, compromising 60% of searchers.
  • Of the total number of searches each year, more than 70% are made by married individuals.
  • Prior to referencing print Yellow Pages, nearly half of consumers (48.1%) had a decision to make, meaning they had no jewelers or multiple jewelers in mind.
  • Nearly three out of four consumers searching for jewelers (73.1%) look at multiple ads, turning to an average of 7.4 ads before making a purchase decision. This is significantly higher than the 4.7 ads referenced in the average Yellow Pages search.
  • Consumers, on average, spend $227 after searching for “jewelers.”

Jewelers of America (JA), a national trade association for businesses serving the fine jewelry marketplace, says that print and Internet Yellow Pages are an important asset for their members to connect with customers.

See our full press release to learn more about what JA advises consumers to look for in a local jeweler.

As the Heat Spikes, So Does Yellow Pages Usage

Thursday, July 15, 2010

It’s another brutally hot July, with record-breaking temperatures sweeping the country. And once again, consumers are turning to Yellow Pages for air-conditioning solutions so they can get some relief from the heat.

When it comes to a major buy like an air conditioning system, consumers rely on Yellow Pages to provide the trusted local business information they need to get started on their purchase. In fact, over the course of the year, more than 32 million references will be made to air conditioning contractors and systems in Yellow Pages directories—with the highest number of references occurring in July— according to the Local Media Tracking Study commissioned by YPA and conducted by Burke.

A review of the data also show that:

  • An air conditioning heading user spends $1,497 on average, significantly higher than the all-headings average of $440.
  • The average user seeking to purchase an A/C system looks at approximately 5.4 ads, higher than the all-heading average of  4.9 ads.
  • Because air conditioning equipment is an infrequent purchase, most consumers are in a search mode when shopping.  Fifty-six percent of Yellow Pages users either have no name or multiple names in mind when looking at the heading, providing an opportunity for advertisers to influence consumers’ decisions about where to purchase. Moreover, 70% of shoppers end up doing business with an establishment that they have never used before.

  • Data also show that hot weather is a larger driver than cool weather to Yellow Pages directories.

As this data indicates, consumers who reference air-conditioning contractors and systems through a Yellow Pages directory are likely to consider a larger number of businesses before making their purchase—and willing to spend a lot, too. That means that those local businesses who invest in advertising in this category have a higher likelihood of attracting the high-quality local leads they seek the most.

For more information, read our press release about air conditioning references.

Multiple Yellow Pages Performance Indicators Moved Up in 2009

Tuesday, June 29, 2010

Dr. Dennis Fromholzer, president of CRM Associates, has been following Yellow Pages usage for many years. He sent to me this week some thoughts that sum up recent data regarding print usage. Thanks to Dennis for sharing his expert opinion with us.

A number of businesses, bloggers, media commentators, and even public officials are accepting or propagating the myth that “no one uses the print Yellow Pages anymore.”  These statements typically are made based on personal experience or conversations with a few friends, and are largely made data-free.  The usage and call tracking data tell just the opposite story.   Data from multiple studies show that while print usage did drop in the past few years due to the recession, print directories are still widely used.  In fact, as the economy has started to recover, usage of Yellow Pages has started to increase – completely contrary to the popularly held myth.

This post provides a high-level summary of the multiple studies of the trends in usage and in call response to Yellow Pages ads.  The fact that multiple measures point to the same conclusion suggest that the result is real and not an aberration or artifact from a single study.

Several studies since the beginning of the year prove that Yellow Pages remain a vibrant, essential tool for consumers looking to find businesses.  In a nutshell:

  • Print usage Reach and Frequency increased throughout 2009 by about 15% (Burke 2010 YP Usage Study).
  • IYP usage Reach and Frequency increased throughout 2009 (Burke 2010 YP Usage Study).
  • Total calls to Yellow Pages increased for both print and IYP in 2009 (CRM Associates 2010).
  • Calls per advertiser increased in 2009 for print display, space, and trade ads and for IYP ads (CRM Associations 2010 Metered Ad Study)
  • Calls either grew or were stable for 72% of top headings in 2009 compared with 82% of headings that showed a negative trend in 2008. (CRM Associates’ 2010 Metered Ad Study)
  • Compared with 10 years ago, 43% of the top 660 headings received at least as many references from print as 10 years ago; 33% (one third) of the headings received 20% or more print references than 10 years ago. (Knowledge Networks/SRI, CRM Associates)

The growth in usage of hundreds of headings clearly contradicts the suggestion that “there is a systematic migration of usage away from the print directories,” or that the Yellow Pages medium is “dying,” or that “no one uses the Yellow Pages anymore.”  Rather, the fact that so many headings have experienced increased usage shows that the medium remains vibrant and relevant to today’s shoppers.

More Than 1,700 Students Participate in YPA’s Yellow Pages Advertising Challenge

Wednesday, May 19, 2010

While Yellow Pages continue to be one of the most widely-used mediums for local business search, the industry’s offerings are rarely discussed in college and university marketing and advertising classes— leaving the next generation of advertisers and marketers in the dark about the benefits of multi-platform local advertising.

Five years ago, the Yellow Pages Association launched a competition designed to raise awareness for print and Internet Yellow Pages advertising among college and university advertising and marketing students, as well as increase the likelihood that instructors would cover Yellow Pages in their course materials.

The Yellow Pages Advertising Challenge asks undergraduate students at two and four year U.S. and Canadian colleges and universities to create print and Internet Yellow Pages advertising for a local business. The program provides valuable “real-world” experience for students just starting their academic careers in curricula including marketing, advertising, and graphic design. It also increases their exposure to Yellow Pages, their overall positive experiences and/or attitude towards its offerings, as well as their perceptions about the role Yellow Pages plays in the advertising mix.

In addition to having their work showcased on the YPA Academic website, and competition winners and faculty sponsors share nearly $10,000 in total award prizes.

We are delighted to announce that the 2009-2010 academic year competition was the most successful ever with approximately 1,050 combined entries from more than 1,700 students across nearly 150 schools.

This year’s top three winners include:

First Place: Ashley Rich
Faculty Sponsor: Carole Mauge-Lewis
School: Kennesaw State University

View entry here.

Second Place: Kelsey Kohler
Roland Rueppell
Faculty Sponsor: Victoria Muschek
School: San Diego State University

View entry here.

Third Place: Joseph Byer, Jr.
Faculty Sponsor: Vivek Madupu
School: Missouri Western State University

View entry here.


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.

The Importance of Multi-Platform Advertising

Monday, May 3, 2010

In my Search Engine Land article posted today, I talk about how in today’s digital world, the most successful local search campaigns are those that create integration and leverage audiences across technologies.

Just last week, we blogged about findings from a recent Sensis “free pizza” campaign which found that when consumers need to locate local business information, the majority turn to Yellow Pages’ various offerings.

That’s why a multi-platform approach, championed by our industry, 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.

To read my full Search Engine Land article, click here.

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.

YPA Data is eMarketer Stat of the Day

Monday, April 26, 2010

eMarketer, a leading digital research and trend analysis company, featured data from our Local Media Tracking Study yesterday in its popular e-newsletter and on its website.

The story, entitled “Finding Consumers Who are Ready To Buy,” discussed our research, conducted by Burke, which found that eight out of ten print and Internet Yellow Pages searches in 2009 were conducted by people who said they were ready to buy. The article also talked about additional data which found that two-third of respondents said print and Internet Yellow Pages were more trustworthy and accurate than search engines for finding local business information.

We’re excited to see that eMarketer published another statistic from our research as their Facebook “Stat of the Day” on Friday. It’s nice to see that the online community is taking note of our data and the continued role that Yellow Pages platforms provide in generating leads in our rapidly changing media environment.

Study: 8 Out of 10 Print and Internet Yellow Pages Users Ready to Buy

Tuesday, April 13, 2010

Last month, we released the results of our first Local Media Tracking Survey, which showed that Yellow Pages continued to perform well in local search in 2009.

In addition to capturing the greatest reach across media platforms for consumers searching for local businesses, results of the study—which cites data from Burke and comScore—indicated that print and Internet Yellow Pages generated approximately 16.9 billion combined references during the year. The study also found that Yellow Pages maintained high levels of consumer trust in its listings.

While reach and trust are both important indicators for evaluating Yellow Pages’ continued success as a visibility platform for local businesses in their communities, an additional key factor to consider has to do with what kinds of consumers Yellow Pages attract. Are these consumers who are interested in locating local businesses to make a purchase—and do they actually end up making purchases? Do they already know which businesses they’re looking for when they consult Yellow Pages, or are they using directories to find new businesses?

Today, we have new data from the study which show that the vast majority of consumers who consult print and Internet Yellow Pages sites for local business information are “ready to buy” after their search:

  • 8 out of 10 Internet Yellow Pages searches were from people who said they were ready to buy, with 36% reporting they had made a purchase after finding a local business at an Internet Yellow Pages site, and an additional 44% saying they intended to make a purchase.
  • Approximately 8 out of 10 print Yellow Pages searches were from people who said they were ready to buy, with 39% reporting they had made a purchase after finding local business in a print Yellow Pages directory, and an additional 39% saying they intended to make a purchase.

Additionally, new data show that Yellow Pages platforms continue to attract new customers for local businesses:

  • 40% of those who made a purchase said they found and made that purchase from a new company after reviewing local information on an Internet Yellow Pages site.
  • 35% of those who made a purchase said they found and made a purchase from a new company after reviewing local information in a print Yellow Pages directory.
  • Of searches made by people who used Internet Yellow Pages, 37% said they had no company name in mind when they started their search.
  • Of references made by people who used print Yellow Pages, 34% said they had no company name in mind when they started their search.

For years, local businesses have relied on Yellow Pages to help them generate qualified new leads from consumers who are ready to buy products or services. These new data show that Yellow Pages’ print and online platforms continue to deliver on that promise. By implementing Yellow Pages’ hybrid approach, local businesses benefit from its unparalleled reach, trust, and ability to attract new customers who are willing to make purchases.