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Yellow Pages(R): Evolving to meet buyer and seller needs
- 1. Michelle Sherwood General Manager, Marketing & Product Yellow ™ & White Pages ®
- 3. 1993 4 TV channels 149 radio stations 395 magazine titles 2008 100+ TV channels 600+ radio licenses 1,000+ magazine titles 21m mobile telephones 5.1m internet households
- 5. Is migration a myth? The future is everywhere and local search is a multi-channel activity with print at its core Source: Roy Morgan Single Source Australia, April 07 to March 08. Base Australians 14+. Print local search includes Yellow™ and White Pages® print directories. Online local search includes yellow.com.au, whitepages.com.au, whereis.com.au, truelocal.com.au, Google Maps, mylocal.com.au. Print Online 30% 18% 52% Total local search audience: 11.9 million
- 6. Reinvigorating the brand FROM Helpful Smart Organised Stimulating Australian Trustworthy Credible Quick TO
- 7. Investment in above the line ‘ Home Renovation’ campaign results: 85% recognition 85% correct branding ‘ Robbin’s Veterinary Clinic’ TVC
- 8. Businesses are consumers Kikki K founder and owner, Kristina Karlsson
- 9. 1993 2008
- 10. Revitalising print Yellow™ In the Car Maximising more usage occasions Your fast and easy way to compare and choose Yellow™ Directory
- 11. Richer, more refined online search *Roy Morgan Single Source Australia: monthly average July 2007–June 2008. yellow.com.au More relevant content available in more places 6 million references per month* New send to mobile feature
- 12. Yellow™ content when & where consumers want it Yellow on ninemsn generated 180,000+ visits in September Additional 950K+ visits to yellow.com.au from search engines in September
- 13. Unleashing the power of mobile 140% usage growth since Jan 36% of users take further action: click to call or download map
- 15. The brand evolution continues Maintain strength Retain heritage Ensure flexibility for the future Ranked 28th out of the 1,245 brands in Y&R’s Brand Asset Valuator Use ‘Pages’ where it makes sense
- 16. A simple business model underpins our growth Usage Advertiser ROI Shareholder Value Sales Effectiveness Marketing Excellence
- 17. A story of growth 1: TNS Consumer Monitor 2: TNS, Sensis KPI Report, months as shown (top box scores 8-10) 3: ISR – Sensis Employee Opinion Survey 2007 vs 2006 +8pp +7pp +9pp Employee satisfaction 3 Usage 1 7.2% total growth FY08 FY08 Financials Value for Money 2 +10pp +14pp +15%