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Who Are We?. SNAP Guides Inc. is a division of Yellow Pages Group. Its role is to market the Home Improvement and Caregiver Solutions issues, two new and innovative advertising solutions being introduced by Yellow Pages Group and Transcontinental Media in partnership.

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who are we
Who Are We?

SNAP Guides Inc. is a division of Yellow Pages Group. Its role is to market the Home Improvement and Caregiver Solutions issues, two new and innovative advertising solutions being introduced by Yellow Pages Group and Transcontinental Media in partnership.

SNAP Guides has sales offices in Toronto and Montreal, and is selling advertising in both markets to businesses and organizations targeting the home improvement and home care consumer markets.

The first Home Improvement Issue was distributed in Toronto and Montreal in March 2006. The second issue will be distributed in March 2007.

our partners
Our Partners

Yellow Pages Group

Transcontinental

  • Print
  • 337 directories
  • Circulation: 28 million copies
  • More than 370 000 advertisers
  • Reach 93% of the Canadian population
  • Canada’s largest publisher of consumer magazines
  • Canada’s largest door-to-door distributor of advertising material
  • Magazines read by over 11 million readers per month

Leading Titles

French :

Décormag

Coup de pouce

Elle

Bel Âge

  • Online
  • Operates Canada’s leading directory Internet sites
  • 2.4 million business listings on YellowPages.ca
  • 10.5 millions monthly unique visitors
  • Reach 30.4% of all online Canadians

English :

Canadian Living

Style at Home

the home improvement market
The Home Improvement Market

Canadian Renovation Spending

2005 Renovation Spending: 40.28 billion

8.84% increase from 2004

The Canada Mortgage and Housing Corporation (CMHC) projects Canadian

Renovations spending close to $43.6 billion in 2006.

Source: Housing Market Outlook, Canada Edition, Third Quarter 2005, CMHC & CANSIM, table 380-0010 & table 026-0009, Statistics Canada

the home improvement market4
The Home Improvement Market

Intentions to Renovate among Toronto Homeowners

  • 14% of homeowners are ready to renovate within the next 12 months, while another 6% of homeowners are thinking about renovating within the next 12 months.
  • These Toronto homeowners plan to spend an average of $15,763 on their renovation in 2006. 25% of them plan to spend more than $10,000.

Home renovation expenditures in Ontario reached 16 Billion in 2005

Source: Canada Mortgage and Housing Corporation, Consumer Intentions to buy or to renovate a home, May 2006 & Statistics Canada

product
Product

One guide. Two sections. Some solutions.

  • Categories: The two sections are divided in 8 categories of subjects.
  • Colour Coding:Each category is colour coded and thumb-nailed along page edges for easy navigation. The cover will also introduce a colour coded “menu” of the categories.
  • Tab: A tab separates the two sections.
  • Cross Referencing:Subject matter in each section will frequently be referenced to related subject matter in the complementary section to ensure a rich user experience.
  • Advertiser Index (resource section): This index will guide the users to the right business category.
  • Additional Navigational Aid:A detailed Table of Contents and Introductory pages will highlight features.
  • Format: 7 7/8 x 10 3/4 inches

Information, articles, buying guide

Resources, addresses, services

product6
Product

The Website

GuidePlus Solution:

Any advertising purchased in the print Home Improvement issue will be replicated online at no cost.

distribution
Distribution

Total Distribution in the Greater Toronto Area: 259 000

The Yellow Pages Group has won an excellence award for the Home Improvement Special Issue distrubution strategy at the Yellow Pages Association in Orlando, Florida. (April 2006)

return on investment
Return on Investment

Would your business turn down 4 new calls per week?

Advertising programs we have tracked in the Style at Home Special Issue have generated an average of 57 calls per customer over the first 14 weeks since delivery in March.

That’s more than4 calls per week

promotion
Promotion

Special Events

Print

Online

  • Directories
  • Transcontinental Magazines
  • Styleathome.com
  • Yellowpages.ca
return on investment10
Return on Investment

Measured Ads

Details on the advertising programs we have tracked in the Greater Toronto Area over the first 14 weeks since delivery in March 2006:

return on investment11
Return on Investment

Measured Ads

Details on the advertising programs we have tracked in the Greater Montreal Area over the first 14 weeks since delivery in March 2006:

research results
Research Results

The Style at Home Special Issue is a Winner!

We have the numbers to prove it.

We conducted a detailed survey of homeowners who recalled receiving the Special Issue. This is what we learned:

Source: Based on a telephone survey conducted by Ad Hoc Research between April 27 and May 18, 2006. 325 respondents were surveyed who live in the Greater Toronto Area and whose homes received delivery of the Style at Home Special Issue. To be eligible for the survey, respondents needed to be residents of a single or semi-detached house, townhouse, duplex, triplex or condo, and recall receiving the publication. Results are considered accurate within a margin of error of 5.40%.

research results13
Research Results

Recipient’s Profile: Style at Home Special Issue

  • Affluent.79% have a household income over $80,000. 51% have an income over $100,000.
  • Young Boomers.63% are between the ages of 35 and 54 years.
  • Investing in their Home.60% are either planning or in the midst of a home renovation or home maintenance project with an average value of $29,500.

These homeowners are:

Source: Based on a telephone survey conducted by Ad Hoc Research between April 27 and May 18, 2006. 325 respondents were surveyed who live in the Greater Toronto Area and whose homes received delivery of the Style at Home Special Issue. To be eligible for the survey, respondents needed to be residents of a single or semi-detached house, townhouse, duplex, triplex or condo, and recall receiving the publication. Results are considered accurate within a margin of error of 5.40%.

consumer buying cycle
Consumer Buying Cycle

Home

Improvement

Issue

Magazines

  • Think about a change
  • Look for ideas
  • Narrow down options
  • Decide on the change
  • Commitment to action
  • Look for suppliers
  • Get the job done
  • - DIY
  • - Contractor

Dreaming

Deciding

Yellow Pages

Directories

Doing

value equation
Value Equation
  • A unique guide accompanied by a website focusing on the expertise of two well-known brands
  • Practical and useful information
  • Free distribution to 259 000 targeted homes in the Greater Toronto Area
  • Promotion on the web, in print directories, and during special events
  • Kept as a valuable resource by the home renovators
  • Repeat usage
  • Be found by attracting and educating your customers
  • Generate, on average, one new call per business day
rates 2007
Rates 2007

Colour Printing

(Size reduced to 60%)

All dimensions are calculated from the left corner of the page

categories and headings
Categories and Headings

Appliances & Electronics

Appliances

Computers

Entertainment Systems

Outdoor Living

Garden & Landscape

Gazebos & Sheds

Outdoor Accessories

Patios, Decks & Fences

Swimming Pools & Hot Tubs

Structural Projects

Building Materials & Equipment Rental

Doors & Windows

Electrical

Heating & Air Conditioning

Plumbing

Roof and Exterior Walls

Specialty Trades & Drainage

Waterproofing & Drainage

Purchasing & Financial Services

Financial Planning

Insurance

Legal Services

Loans & Mortgages

Real Estate

Planning Your Project

Architectural Services

Building Contractors

Home Inspections & Environmental Assessments

Interior Design & Decorators

Landscape Architects & Contractors

Moving & Storage

Favourite Rooms

Basement

Bathroom

Home Office

Kitchen

Sunroom

Home Decor & Entertainment

Closets & Shelving

Entertaining in the Home

Fireplaces

Floors

Furniture & Decor

Lighting

Walls & Ceilings

Window Treatments

Security & Maintenance

Cleaning, Maintenance

Security

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