Transcript cmr_summit_bob_nunn.pps

Buyers meet Advertisers:
How we’re bringing them together
Bob Nunn
Director, Marketing Communications
Strengths
A Household Name: 93% penetration
Awareness:
Awareness of Yellow Pages branded
Telephone Directories, 2004
97%
97%
East
West
In their words…
“Organized,
comfortable,
familiar,
reliable…We just
love Yellow
Pages!”
In their words…
“Accessible,
precise, efficient,
easy, complete”
Challenges
“It’s a reflex to go right
away to the Yellow Pages™
book … I never use the
Internet, I’m a dinosaur. I
use the book so often, I
never have difficulty finding
what I’m looking for.”
Print user
“Old school,
heavy,
established,
what my
grandparents
used, sometimes
cumbersome”
Net user
Conclusions: Brand Insight
Print or Online, Yellow Pages directories are a trusted
source of reliable, relevant local business information
New services such as New Platform, WebNumber and
HelloYellow create interest and signal that it is evolving
More than a search engine…
We are a FIND engine.
Brand Mission
To rejuvenate and expand the definition of
the Yellow Pages brand.
Brand Video
Advertising Mission
To get in the way of every business search
in a remarkable way.
TV – American Idol
TV – Ma maison Rona
RADIO: Hunnybun
RADIO: HelloYellow
Online - Dirty
Guerilla project - Stickers
Brand Portrait
Results
Results
YPA Gold Award winner 3 years in a row
for Advertising & Promotion
Awareness:
▲
Print + Online Usage Share: ▲
Unique Visitors:
▲