Why advertising in Print Yellow Pages is still a great decision

Hello Everyone,

I was glad to read three recent articles published by Chris Silver Smith: Are Yellow Pages Toast? Four Years Later We Review Ad Value. by from Stephanie Hobbs : Four Key Reasons To Reconsider Today’s Yellow Pages For Local Marketing and from Amy Rybczynski Don’t Write that Obituary Just Yet…Print is Alive and Well! highlighting Yellow Pages publishers should still be considered as great suppliers for local businesses to generates leads and Value.

For the last 4 years, Yellow Pages publishers have been fighting the perception that print is already dead and that search engines are the only viable solution for the future. Wait a minute! Don’t throw in the towel too easily. This is not a black and white situation. We are definitively in a grey zone where multi variables should still be considered.

1. Coverage

Internet access or Mobile accesses are not available in every zone of Canada. Does it make sense for an advertiser to invest in Search Engine solution in rural areas where internet / 3G penetration is low ? Not sure it does but investing Yellow Pages print sure does.

2. Socio demographic considerations

Yellow Pages Print usage studies show better usage with the 40+ years audience, with fairly decent revenues and consumer habits. In Urban Market areas we have more 40s+ relying exclusively on print vs. online. Besides this age bracket has better revenue and stronger consumer habits than younger generations.

3. ROI

What is the most important for an advertiser ? The ROI he can get. Any $ invested that can generate more $ in revenue is a win.

I could argue that Yellow Pages Group in Canada delivers an average 14:1 (Canadian Usage Study 2011) ROI across all markets and categories. But how valuable a figure is for individual business owner. What is your business type?What is your industry ? How many competitors do you have? How well your name, your brand known? There are many elements to be considered.

We understand from past evaluations some headings are generating higher ROI than others. Insurance, Home renovations, Wedding, Lawyers, Dentist, etc.. used to be strong winners and…

 

The Original Search Engine

… are still strong winners. There is no doubt that ROI is lower than it was pre-digital days, but one of the strongest ROI of any media available local businesses  How many horror stories I may have heard from customers who decided to drop their advertisement from their print directories, only to face a drastic decrease in business and, when they were able to survive, decided to reinvest massively in print the following year.

An advertiser’s choice in choosing advertising media for his or her local business should be based on factual elements as ROI and not on false perceptions.

4. Yellow Pages directories have moved beyond print

It is true that Yellow Pages publishers have been investing a lot in transformation over the last few years. It is not because they threw in the towel, it is because of natural evolution of products and platforms.

When 40 years ago, we used to have one TV set with 3 channels – Advertisement platforms were limited. Today, media has been fragmented and consumers have changes the way they for information and businesses. It is Online, it is on Mobile, it is on TV, it on newspapers, it is on Print Yellow Pages, etc.  An advertiser can’t be focusing on one unique media and they now need to be on multiple platforms to reach their audience.

What Yellow Pages publishers have been trying doing over the last decade is to offer integrated solutions that would answer the majority of small business needs. Because a business owner has more to gain in running his business than saving in trying to understand what are the best media for his own advertisement needs. Yellow Pages Publishers are now offering an end-to-end solution. Yellow Pages Publishers have made their product evolve by offering by default online, mobile presence and content when advertisers buy print and building integrated media solution that could be tailored per business specific needs. This is what Yellow Pages Group proposes with his 360 Solution.

In conclusion:

Print is far from being dead, it still delivers incomparable value.
Print should be considered as an anchor in any media plan for SMB, the starting point before moving onto other platforms.
Advertisers should not disregard print based on perceptions and should assess the ROI print platform provide to them before taking a decision that could have heavy consequences on their business revenues.

 

How to monetize mobile properties (Part 2)

 

As introduced in my previous post « How to monetize mobile properties (Part 1)« , we have tried to respect three basic rules to make this product a hit:

1. Have a user friendly product

2. Generate a ROI for the advertiser

3. Ease product communication and pitch for our selling team

 

So, first, let’s talk about the user friendly aspect of the product

The mobile team has been working hardly to develop an ergonomic App that would respect user experience and expectations. Since the initial launch of mobile yp.ca on iPhone, Blackberry and Mobile Web. My colleague Carolyne Moran has always defended the ergonomic aspect of the app. So we have had few interesting discussions with two different objectives – Defend advertiser ROI on my Hand, defend user experience on Carolyne’s hand. We have done our home works and tried to benchmark ourselves on what is done in the industry. Reviewed YP apps around the world, identify cool features and design from related apps, discussed design to respect brand equity to deliver a balanced app for User, YP and Advertiser Interests.

Concretely, initially the plan was to have two dedicated spots on the top of organic results to showcase our advertisers. Considering the newest aspect of monetization on mobile, considering this could have been intrusive for our users, then we have decided to limit advertising real estate to one unique spot only.

Second Item: Generate ROI for The Advertiser

Return On Investment (ROI)

Generating ROI from Mobile platform is the easiest part especially with a low entry price. This is the avenue we have decided to take. Concretely we wanted to have an attractive entry price point to sell the inventory as fast as possible to have a decent base to  measure the ROI we were delivering to our advertisers. With this approach we were able to have in our hands concrete data to be able to identify what would be the perfect pricing point to deliver a good value for both the advertiser and YPG. Win – Win relationship was our goal in order to create a long term relationship with our clients.

Third point: How to ease communication with Sales and make sure this product becomes a hit with our advertisers?

Key success factor: do not try to revolutionize what our Marketing Consultants have been selling in the past. So the idea was to stick as much as possible to existing products they have already been selling on other platforms as Print or Online. The Mobile Sponsored Placement is a simple extension of our products available on our other platforms. Double Full Page on Print or Guarantee Online Placement on YP.ca.

To conclude the alchemy was found:

1. An ergonomic product generating a value added for the Users – Find local businesses around you with great content

2. A revenue generator tool for the Advertiser – Generating businesses for our clients and great ROI.

3. A product simple to pitch and to sell – A product Anchored on existing product portfolio

Thomas Petyt

Hello Everyone!

 

 

Hello Everyone,  let’s me introduce myself. My name is Thomas Petyt (nickname is Shorty) as « Petit » in french means Small. However, my key characteristic – I am 6’9 » – An impressive personal branding isn’t it ?

I was born and grew up in France, I have lived for 4 years in Madagascar and I have been living in Montreal since 2002, within the Beautifull Province of Quebec, Canada. Then I speak French and English.

I am married and I have a 9 years old daughter.

Why this blog ?

Share and communicate about my professional Interest: Marketing, Monetisation, Mobile, New Media Trends.

Why these topics especially ? Because I have been working for YellowPages Group since 2002 in Marketing, Biz dev, Sales, Finance, Mobile team and now back to Marketing as Director.

I will be happy to have an Interactive Blog to share and think about new ideas. Do not hesitate to communicate or exchange in French or English or Both, I will be happy to answer.

Then Let’s Start !