The value of print get on the same page as ready to buy canadians
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The Value of Print Get on the same page as ready-to-buy Canadians. Complete your Marketing mix by being where motivated , purchase-ready customers expect you to be Get results with effective ads that are designed to make your phone ring

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The Value of Print Get on the same page as ready-to-buy Canadians

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The value of print get on the same page as ready to buy canadians

The Value of PrintGet on the same page as ready-to-buy Canadians

Complete your Marketing mix by being where motivated, purchase-ready customers expect you to be

Get results with effective ads that are designed to make your phone ring

Gain an edge over your competition by dominating your heading


Prin t advertising

Print Advertising

Proven results and still popular with Canadians

are followedup1

  • Be present: over 11.5 million Canadians used their local directory to make purchase decisions within the last month1

  • Be competitive: attract more customers by positioning your business better than your competition in the right markets

  • Be savvy: add unique call tracking numbers to show you exactly how many times your directory ad brings in new customers

87%of searches

(1) The 2012 Canadian Business Usage Study


The power of specialty print

The Power of Specialty Print

Get noticed with high visibility, unique ad placement opportunities

directory searches per minute1

  • Be exclusive: unique and prominent placement gets your ads seen before your competition

  • Be pro-active: being visible all the time – even before customers need you – that way your name is the first one they think of when they do

  • Be different: separate yourself from your competition by pushing the creative limits with your brand message

990

(1) The 2012 Canadian Business Usage Study


Canadians use directories to buy

Canadians use directories to buy

Be there when people are looking to purchase

shoppers make a directory search every day1

When consumers open up their directory, they have already decided to buy.

All they are looking for is the right business to choose.

1.4

million

73% of the population believe that the Yellow Pages directory is a valuable source to make a local search1.

When they open their directory are you there for them?

(1) The 2012 Canadian Business Usage Study


Top 6 reasons people use print directories

Top 6 reasons people use print directories

Canadians have many reasons to reach for the book

Make sure you are visible where ready-to-buy Canadians are looking

  • Speed: sometimes it’s faster to look in the book

  • Trust: directory ads are a physical and tangible way to reach “authentic” people-oriented experiences

  • Simplicity: the digital world can be complex and confusing - sometimes it’s just simpler to search their directory

  • Original Search: the print book is organized for easy results - it’s what people are used to doing

  • Reminders: directory ads provide visual reminders of businesses that can keep you top of mind

  • Local Connection: directories reinforce local associations and are a credible source of quality information


How to get results from your directory ad

How to get results from your directory ad

3 things proven to get you noticed and called

Make smart advertising decisions

  • Colour:Colour can generate more calls than black and white ads of the same size and in the same heading1

  • Size: Increasing your adsize can generate more calls to your business. Larger ads attract more attention!

  • Content: Tell them what they want to know. Be clear, concise and to the point.


Give them every reason to choose you

Give them every reason to choose you

Thousands of studies have proven that ads containing the following get more phone calls¹

Be seen before your competition with effective ads that get noticed


New compact directory is a winner

New compact directory is a winner

95% of users prefer the new format

Exposure and visibility that brings customers to your door

After publishing the reformatted Yellow Pages directory in St. Thomas, Ontario, we surveyed directory users to get their reaction.

56% of users will use the directory more often

43% of users will use the directory as often

Top User Reasons:

91% Easier to handle

– fast, simple browsing

89% Easier to read

– larger font improves legibility

90% Prefer the new cover

– photo has local, neighbourhood appeal

Maximize the value of your print advertising with the new Yellow Pages directory

Better exposureCapture customers that will use the directory more often

Improved visibilityReformatted layout helps you stand out and be noticed

Source: Post Implementation Survey Results, St. Thomas ON, December 2013


Print directory myths busted

Print directory myths busted

990 directory lookups a minute1

Popular and performing everywhere

Results

(National Average)2

Buyers

After a search1

84%

87%

Shoppers

Average ROI 14 to 1

keep a directory at home

will follow up

46%

65%

use it monthly to find local businesses

make a purchase

Restaurants

Dentists

Plumbing

14 to 1

6 to 1

10 to 1

That’s 11.5 million shoppers!

55%

are new customers

That’s advertising that works, because

Insurance

Lawyers

New cars

27 to 1

25 to 1

159 to 1

Making YP directories the

#1 media

used by SMBs in Canada2

73%of people

That represents $12.7 Billion in yearly sales!

believe that Yellow Pages print directory is a valuable source to make a local search1

(1) 2012 Business Usage Study

(2) 2010- 2012 Call Tracking internal data


Print directory myths busted1

Print directory myths busted

Shoppers

894 directory lookups a minute1

Popular and performing in small urban and rural markets

Results

(National Average) 2

Buyers

After a search1

91%

86%

Average ROI 14 to 1

keep a directory at home

will follow up

45%

67%

use it monthly to find local businesses

make a purchase

Restaurants

Dentists

Plumbing

14 to 1

6 to 1

10 to 1

That’s 10 million shoppers!

43%

are new customers

That’s advertising that works, because

Insurance

Lawyers

New cars

27 to 1

25 to 1

159 to 1

Making YP directories the

#1 media

used by SMBs in Canada2

76%of people

That represents $12.7 Billion in yearly sales!

believe that Yellow Pages print directory is a valuable source to make a local search1

(1) 2012 Business Usage Study

(2) 2010- 2012 Call Tracking internal data


Print directory myths busted2

Print directory myths busted

Shoppers

95 directory lookups a minute1

Popular and performing in large urban markets

Like Vancouver, Montreal and Toronto

Results

(National Average) 2

Buyers

After a search1

71%

85%

Average ROI 14 to 1

will follow up

keep a directory at home

28%

68%

make a purchase

Restaurants

Dentists

Plumbing

14 to 1

6 to 1

10 to 1

That’s 1.4 million shoppers!

use it monthly to find local businesses

64%

are new customers

(1) The 2012 Canadian Business Usage Study

That’s advertising that works, because

Insurance

Lawyers

New cars

27 to 1

25 to 1

159 to 1

Making YP directories the

#1 media

used by SMBs in Canada2

64%of people

That represents $12.7 Billion in yearly sales!

believe that Yellow Pages print directory is a valuable source to make a local search1

(1) 2012 Business Usage Study

(2) 2010- 2012 Call Tracking internal data


Top 50 print headings

Top 50 Print Headings

Your competition is there, make sure you are too

Lawyers

Dentists

Plumbing Contractors

Insurance Agents & Brokers

Roofing Contractors

Bankruptcies-Trustees

Restaurants

Moving and Storage

Denturists

Storage –Self Service

Veterinarians

Pest Control Services

Electric Contractors

Heating Contractors

Excavating Contractors

Pizza

Funeral Homes

Windows

Landscape Contractors & Designers

Optometrists

Glass -Automobiles

Air Conditioning Contractors

Paving Contractors

Automobile Dealers-New Cars

Hearing Aids

Physicians & Surgeons

Tire Dealers–Retail

Tree Service

Automobile Body Repairing & Painting

Chiropractors D.C

Insurance Brokers

Insurance Agents

Appliance-Major Sales & Service.

Contractors-General

Carpet & Rug Cleaners

Automobile Renting

Garages-Auto Repairing

Locks & Locksmiths

Towing-Automotive

Fences

Automobile Repairing & Service

Insulation Contractors-Cold & Heat

Furnaces-Heating

Physiotherapists

Kitchen Cabinets

Beauty Salons

Burglar Alarm Systems-Residential,Commercial & Industrial

Doors-Overhead

Renovations & Home Improvements

Retirement Communities & Homes

Source: Yellow Pages internal data based on published revenues between July 2012 – June 2013. French and English headings combined.


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