Yellow Pages, YellowPages.ca and the Walking Fingers & Design are trademarks of the Yellow Pages Group Co. in Canada.
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
Yellow Pages, YellowPages.ca and the Walking Fingers & Design are trademarks of the Yellow Pages Group Co. in Canada.
Print Advertising
• 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
Proven results and still popular with Canadians
are
followed
up1
87% of searches
(1) The 2012 Canadian Business Usage Study
Yellow Pages, YellowPages.ca and the Walking Fingers & Design are trademarks of the Yellow Pages Group Co. in Canada.
The Power of Specialty Print
• 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
Get noticed with high visibility, unique ad placement opportunities
990directory searches
per minute1
(1) The 2012 Canadian Business Usage Study
Yellow Pages, YellowPages.ca and the Walking Fingers & Design are trademarks of the Yellow Pages Group Co. in Canada.
Canadians use directories to buy
When consumers open up their directory, they have already decided to buy.
All they are looking for is the right business to choose.
Be there when people are looking to purchase
1.4 millionshoppers
make a directory
search every day1
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
Yellow Pages, YellowPages.ca and the Walking Fingers & Design are trademarks of the Yellow Pages Group Co. in Canada.
Top 6 reasons people use print directories
1. Speed: sometimes it’s faster to look in the book
2. Trust: directory ads are a physical and tangible way to reach “authentic” people-oriented experiences
3. Simplicity: the digital world can be complex and confusing - sometimes it’s just simpler to search their directory
4. Original Search: the print book is organized for easy results - it’s what people are used to doing
5. Reminders: directory ads provide visual reminders of businesses that can keep you top of mind
6. Local Connection: directories reinforce local associations and are a credible source of quality information
Canadians have many reasons to reach for the book
Make sure you are
visible where ready-to-buy Canadians are
looking
Yellow Pages, YellowPages.ca and the Walking Fingers & Design are trademarks of the Yellow Pages Group Co. in Canada.
How to get results from your directory ad
1. Colour: Colour can generate more calls than black and white ads of the same size and in the same heading1
2. Size: Increasing your ad size can generate more calls to your business. Larger ads attract more attention!
3. Content: Tell them what they want to know. Be clear, concise and to the point.
3 things proven to get you noticed and called
Make smart
advertising decisions
Yellow Pages, YellowPages.ca and the Walking Fingers & Design are trademarks of the Yellow Pages Group Co. in Canada.
Give them every reason to choose youThousands of studies have proven that ads containing the following get more phone calls¹
Be seen before your competition
with effective ads that
get noticed
Yellow Pages, YellowPages.ca and the Walking Fingers & Design are trademarks of the Yellow Pages Group Co. in Canada.
New compact directory is a winner
After publishing the reformatted Yellow Pages directory in St. Thomas, Ontario, we surveyed directory users to get their reaction.
95% of users prefer the new format
Exposure and visibility
that brings customers
to your door
56% of users will use the directory more often43% of users will use the directory as often
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
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
Source: Post Implementation Survey Results, St. Thomas ON, December 2013
Yellow Pages, YellowPages.ca and the Walking Fingers & Design are trademarks of the Yellow Pages Group Co. in Canada.
Print directory myths busted
990 directory
lookups a minute1
Popular and performing everywhere
(1) 2012 Business Usage Study
(2) 2010- 2012 Call Tracking internal data
BuyersAfter a search1
Results(National Average)2
84%
used by SMBs in Canada2
keep a directory at home
#1 media
73% of people
believe that Yellow Pages print directory is a valuable source to make a local search1
Average ROI 14 to 1
InsuranceLawyersNew cars
27 to 125 to 1
159 to 1
RestaurantsDentistsPlumbing
14 to 16 to 1
10 to 1
That’s 11.5 million
shoppers!
46% use it monthly to find local businesses
Making YP directories the That’s advertising that works, because
87%will follow up
65% make a purchase
55% are new customers
That represents $12.7 Billion in yearly sales!
Shoppers
Yellow Pages, YellowPages.ca and the Walking Fingers & Design are trademarks of the Yellow Pages Group Co. in Canada.
Print directory myths busted
Shoppers
894 directory
lookups a minute1
Popular and performing in small urban and rural markets
BuyersAfter a search1
Results(National Average) 2
91%
used by SMBs in Canada2
keep a directory at home
#1 media
76% of people
believe that Yellow Pages print directory is a valuable source to make a local search1
Average ROI 14 to 1
InsuranceLawyersNew cars
27 to 125 to 1
159 to 1
RestaurantsDentistsPlumbing
14 to 16 to 1
10 to 1
That’s 10 million shoppers!
45% use it monthly to find local businesses
Making YP directories the That’s advertising that works, because
86%will follow up
67% make a purchase
43% are new customers
That represents $12.7 Billion in yearly sales!
(1) 2012 Business Usage Study
(2) 2010- 2012 Call Tracking internal data
Yellow Pages, YellowPages.ca and the Walking Fingers & Design are trademarks of the Yellow Pages Group Co. in Canada.
Print directory myths busted
Shoppers
95 directory
lookups a minute1
Popular and performing in large urban marketsLike Vancouver, Montreal and Toronto
use it monthly to find local businesses
BuyersAfter a search1
Results(National Average) 2
71%
used by SMBs in Canada2
keep a directory at home
#1 media
64% of people
believe that Yellow Pages print directory is a valuable source to make a local search1
Average ROI 14 to 1
InsuranceLawyersNew cars
27 to 125 to 1
159 to 1
RestaurantsDentistsPlumbing
14 to 16 to 1
10 to 1
That’s 1.4 million shoppers!
28%
Making YP directories the That’s advertising that works, because
85%will follow up
68% make a purchase
64% are new customers
That represents $12.7 Billion in yearly sales!
(1) The 2012 Canadian Business Usage Study
(1) 2012 Business Usage Study
(2) 2010- 2012 Call Tracking internal data
Yellow Pages, YellowPages.ca and the Walking Fingers & Design are trademarks of the Yellow Pages Group Co. in Canada.
Top 50 Print Headings
Your competition
is there, make sure
you are too
11. Veterinarians12. Pest Control Services13. Electric Contractors14. Heating Contractors15. Excavating Contractors16. Pizza17. Funeral Homes18. Windows19. Landscape Contractors
& Designers20. Optometrists
1. Lawyers2. Dentists3. Plumbing
Contractors4. Insurance Agents &
Brokers5. Roofing Contractors
6. Bankruptcies-Trustees7. Restaurants8. Moving and Storage9. Denturists10. Storage –Self Service
21. Glass -Automobiles22. Air Conditioning
Contractors23. Paving Contractors24. Automobile Dealers-New
Cars25. Hearing Aids26. Physicians & Surgeons27. Tire Dealers–Retail 28. Tree Service29. Automobile Body
Repairing & Painting30. Chiropractors D.C
31. Insurance Brokers32. Insurance Agents33. Appliance-Major Sales &
Service.34. Contractors-General35. Carpet & Rug Cleaners36. Automobile Renting37. Garages-Auto Repairing38. Locks & Locksmiths39. Towing-Automotive40. Fences
41. Automobile Repairing & Service
42. Insulation Contractors-Cold & Heat
43. Furnaces-Heating44. Physiotherapists45. Kitchen Cabinets46. Beauty Salons47. Burglar Alarm Systems-
Residential,Commercial & Industrial
48. Doors-Overhead49. Renovations & Home
Improvements50. Retirement Communities
& Homes
Source: Yellow Pages internal data based on published revenues between July 2012 – June 2013. French and English headings combined.