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

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

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  1. 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

  2. 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

  3. 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

  4. 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

  5. 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

  6. 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.

  7. 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

  8. 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

  9. 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

  10. 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

  11. 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

  12. 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.