MARKETING THE MEDIUM

"Yellow Pages. It Pays. We’ll Prove It."

Marketing the Medium® is a test program for national advertisers, which has been set up by the Association of Directory Marketing, and is facilitated by AB Advertising Group. The program theme is: Yellow Pages. It Pays. We’ll Prove It. A test demonstrates that an expanded yellow pages program will more than pay for itself by generating increased sales and profit and a favorable return-on-investment (ROI). In other words, for every dollar spent in yellow pages, an advertiser realizes multiple dollars in sales and profit. Marketing the Medium® is the most successful program ever designed to prove yellow pages’ value in attracting customers.

Testing answers advertiser questions such as:
• Value of larger ads
• Value of new heading(s)
• Value of advertising in a directory not previously part of the schedule.
• Value of neighborhood or suburban directories.

Advertiser Qualifications

Companies with products or services that are infrequently purchased or have a higher customer value are ideal candidates for yellow pages testing. For these types of products or services, consumers make purchasing decisions based on extensive information gathering which, studies show, typically involve use of yellow pages. Examples are automobiles, computers, home improvements, insurance, major appliances and financial planning. Existing national advertisers looking to expand their programs and non-yellow pages advertisers are welcome to submit proposals. While most tests are for ads appearing in print directories, Marketing the Medium® can be adapted for Internet products, samples or offers bundled with print yellow pages delivery and specialty print products such as coupons and tabs.

How Marketing the Medium® Works

We and our national client construct a research plan, including test markets and timetables. Test objectives with an ROI goal are developed to an advertiser’s satisfaction. This way, test results can be compared to objectives an advertiser approved. Research usually involves split-run directories that test a current ad against an alternative ad. In a test directory, one-half of the publication is printed with the current ad. The other half is printed with an alternative, larger ad. The directory is distributed to homes and businesses so that the current ad and test ad are evenly distributed in the directory coverage area among all demographic groups. The objective is to demonstrate that the additional cost of the alternative ad is not only covered but also exceeded because of increased sales.

Calls to telephone numbers in the current ad and test ad are automatically counted. Monthly reports provide number of calls to the advertiser’s location(s), day/time of call, call length and number of busy signals or unanswered calls. The call tracking is transparent to the caller and to the advertiser. Using the call data, an advertiser assesses the value of an expanded program with the larger ad. Most tests are successful. Many generate double-digit ROIs. While calls are monitored for the one-year life of a directory, many advertisers elect to expand programs before test completion because of compelling test results.

Advertiser Benefits

Advertisers have conclusive data to rationalize their yellow pages growth strategies and demonstrate yellow pages’ strong ROI. This is important because advertiser CEOs and CFOs are demanding ROI from all media because of recent legislation and accounting rule changes. Unlike most media, yellow pages welcomes the opportunity to demonstrate return on investment. Yellow pages publishers pay for most advertiser testing. Through August 2004, about 850 advertisers had taken advantage of ROI testing through the Marketing the Medium® program. Among those with completed tests, one-half implemented expanded programs, a reflection of their confidence in yellow pages’ ability to increase sales.

How Our Clients Participate

This program is available exclusively to our national clients. We will evaluate your current program and its suitability to the Marketing the Medium program. If appropriate, we will arrange a meeting with selected members of the Marketing the Medium® team to develop a test plan, select markets, set a timetable, and sign agreements.

If you believe that your company would benefit from this testing, please contact us!

This information has been provided by the Association of Directory Marketing.