In a spot on the “Sky Radio and Technology Report”, sponsored by the Yellow Pages Association (YPA), President, Neg Norton, outlines positive changes within the Yellow Pages industry. In addition, he also talks about ways the industry is assisting small businesses to grasp on to the ever-changing advertising choices available to them. If you’re not flying American Airlines in the month of November in order to hear this interview, listen here……
November 16, 2009
Online Tear Pages Help The Environment
When advertisers make their Print Yellow Pages placement decisions, we realize they need a lot of tools to make the best choices for their business. Usually, several factors come into play to make a wise business decision as to what type of ad to place. Those things might include their budget, competitor advertising, demographic information, directory usage data, coverage of the directory, directories available within a mile radius of a particular site and viewing tear sheets or tear pages of the current book in circulation. We think it’s important that as your marketing partner, we make these tools available.
What we know for sure is that advertisers like to analyze the tear pages of the headings or categories that they advertise in when reviewing their media buys. Here at National Yellow Pages Media, we feel we provide a great service to our clients and help with the environment all at the same time. Some clients have multiple directories that are reviewed at one time and having the capability to view their own ad and those of their competitors provides easy accessibility and convenience. Many of our clients utilize our Tear Pages Online Portal. This not only saves us time and energy in copying a massive amount of paperwork, (we will still provide tear sheets in a paper format for those that request it) but reduces the amount of paper needed to complete the task. Most all directories are available online and can be beneficial in reviewing ad sizes, color ads and competitor advertising. Tear Pages not available online can be ordered and provided also.
This is just one area where we pride ourselves in making the placement decision process easier by offering user friendly resources to help you get the job done.
November 3, 2009
October 26, 2009
October 20, 2009
No Phone Book in Your Hotel Room? Say What?
Having just returned from attending a trade show in the DC area, I can totally understand why the Yellow Pages should be tucked away in the night stand at your hotel of choice. You’ve been there I’m sure………busy day at the office and then a long flight to your destination. Wouldn’t you agree that once you check in, food is the first item on the agenda? At least that’s how it usually works for me. I mean, the sandwiches (if you get that) that the airlines give travelers really aren’t my idea of a great meal, if you’re fortunate enough to be fed at all. A quick reference in the Yellow Pages can point you in the right direction.
I thought you’d find the update from the Simmons Spring 2009 data an interesting read, especially if you travel regularly, compliments of Dennis Fromholzer, Ph.D of CRM Associates. These stats clearly support the fact that those that travel frequently highly use the Yellow Pages print product.
Commentary:
Why Removing Directories From Hotel Rooms = Bad Customer Service
Dennis Fromholzer, Ph.D
CRM Associates
August 6, 2008; revised October 4, 2009
A number of hotel chains are no longer providing print directories in their hotel rooms. While I do not know of any research that directly measures directory usage from the hotel room, I would like to share usage data from Simmons that suggests that the hotels may not be in tune with their best customers. The data show that frequent hotel guests are significantly more likely to be print directory users than the average consumer.
Below are some stats, taken from the 2009 Spring Simmons data.
- Those who have stayed at a hotel/motel in the past 12 months are 30% more likely to be YP print users than those who have not. Those who have stayed at a hotel/motel in the past 12 months are 54% more likely to have used print YP for business or travel purposes in the past month than those who have not stayed at a hotel.
- Those who are members of hotel frequent guest programs are 20% more likely to be YP print users than those who are not. Members of hotel frequent guest programs are 22% more likely to have used YP print for business or travel purposes in the past month than those who are not members.
- Those who stay at hotels 3 or more times per year are 40% more likely to be YP print users than those who do not stay at hotels. Those who stay at hotels 3 or more times per year are 84% more likely to have used YP print for business or travel purposes in the past month than those who do not stay at hotels.
- 42% of those that stay at hotels 11 or more nights per year have used YP print directories in the past month at home; 20% have used YP print while traveling or for business. Bottom line: those that travel a lot are more likely to use YP print directories in an average month than those that do not travel much.
- Similarly, 18% of frequent guest program members have used YP print in the past month for business/travel purposes.
The message is clear: hotel guests, particularly the more frequently hotel guests are above average users of print directories both personally and for business and travel purposes. Not providing access to directories in the hotels is likely to be a disservice to the hotel’s best customers.
These data would suggest that continuing to provide directories in hotel rooms amounts to good customer service. As Stephanie Hobbs of the Yellow Pages Association noted a year ago: “You have to ask what your customers want, not what’s easier for hotels.”
September 30, 2009
Mobile Search on the Rise
I just stumbled upon a blog post I wrote a year ago (recreated here in its entirety so you too can appreciate the humor and see how far I’ve come). Reading it now it’s hard for me to believe that I actually wrote it. Me, who thought my phone served three basic functions…to call people, text and occasionally check my email. Me, who didn’t want to be THAT connected to folks 24/7. I’ve done a complete 180 and have crossed over to the dark side! My new phone is indeed pink but I upgraded to a BlackBerry and it’s hard to see my home screen with all the app icons you’ll find on my new best friend. Facebook – because I HAVE to stay connected to 300 of my closest pals at all times, WordPress – so I can blog about it, of course, Citysearch – so I can get the address for the restaurant I’ve been wanting to try, Google maps – so directionally challenged me can find my way home from that restaurant, the weather channel – so I know how to dress for my hot date at that restaurant. And the list goes on and on.
My power went out last weekend and unable to access my desktop, I turned to my little constant companion. Sure enough, there was a citywide outage reported by the electric company. And this news came to me via my phone. That experience reminded me of an article posted by a fellow LinkedIn subscriber stating that mobile searches are catching up with desktop searches. A year ago I wouldn’t have believed that but I’m living proof that you can teach an old dog a new trick. A year ago I wouldn’t have used my cell phone to Google “Illuminating Company power outages.”
As marketers we are missing the boat if we don’t tap into this growing, I-can’t-be-away-from-my-phone-or-I’ll-experience-separation-anxiety crowd. More and more folks are using their phones to gather news, to connect with social sites, perform searches, redeem coupons and even find a date. The demand is there. Are you taking steps to meet it?
Sept. 19, 2008 — I’m going shopping for a new cell phone this weekend. It’s kind of a big deal for me because, like my cars, I keep my phones until they’re on their last leg. I’ve been doing a little online previewing and it’s simply amazing to me how far we’ve come. Once upon a time I worked for one of the major wireless carriers, back in the day when there were only two of them. My first mobile phone was just that…mobile…as it was installed in my car. And the portable phones came in bags that you had to carry around and I swear those things weighed 10 lbs! So yes, I’m blown away by the advances in modern technology and all the amazing things we can do with our little phones these days.
I’m not fancy. Okay, yes, I carry a Pink Razr and it’s got a rhinestone encrusted cover, but that’s strictly cosmetic What I mean by that is my phone has three basic functions…I use it to make phone calls, to send text messages and occasionally to check my personal email. It may have more features I am simply unaware of but it’s served its purpose so I don’t feel like I’ve been missing out on anything.
But when I hit Circuit City this weekend and talk to my friendly Verizon rep I’m sure he’ll tell me all about the wonderful new things phones can do these days, features I simply can’t live without and of course I’ll buy into it and upgrade to a model with more bells and whistles. Will I use the features? I suppose with a little education, I think maybe, yes. Especially if I purchase a phone with the MP3 player built in. Video. Local Search. Mobile coupons. There’s an awful lot we can do and some days it’s just downright overwhelming. I still type in complete sentences when texting so I’ll need a little time to wrap my head around all these other very cool features. Baby steps, baby steps.
But this brings me to an article I read in Advertising Age. Not unlike me, it seems most folks simply want to talk on their cell phones. I’m certainly not denying there has been a healthy shift to mobile. I know more than one “Crack”berry addict. The invention of the iPhone is driving more people to watch online videos, surf the web and check their email. I think the younger population is a driving force in the use of some of the newer, fancier applications found on today’s mobile devices.
But according to the Ad Age survey 3 out of 10 wireless device owners would prefer a small phone with fewer features in the future. I wonder who these people are? I’m guessing the older generation, a little reluctant to embrace change, maybe? But I can’t wait to see what very cool features my next phone will include…and of course it will be pink!
September 28, 2009
I’ll Take A Venti Half-Caf Latte and Throw in a Free Mobile App, Please
As a Starbucks lover and Rewards Card holder, I got an email very recently informing me about two free mobile app downloads. I have a Blackberry, but this deal is great for all you iPhone™/iPod Touch™ owners. Check this out, in case you hadn’t heard……Starbucks is reaching out to its customers as they recognize the benefits of connecting with them through mobile communication via SMS texting, coupons, or downloadable apps, etc. The Starbucks Card Mobile will allow you to check your Rewards Card balance, register your Card and reload it as well. For a limited time, you’ll even earn $5 bonus with a $25 reload! Not bad!
It gets even better with the features of the myStarbucks app. Starbucks jumps on board with search, email and SMS to help you search stores, customize your drinks, browse the Starbucks menu and learn additional information about Starbucks coffees. You can even share information with friends about your drink(s) by sending an email or SMS directly to their iPhone ™ or iPod touch ™.
To all you fellow Blackberry owners out there, I’m hopeful there are apps coming out for us. What do you think? Do you plan to use these apps?
Patti Spirko
Renae Dabney