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Who can we help? Well, everyone in every department of Proximity. Whether planning, creative, client service or data. Whether on business-as-usual jobs, proactive projects or pitches.

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Document brief Communications audit of the following directory competitors BT Phonebook, Thomson, Hull Colour Pages and Google What they do to attract revenue Messaging, media strategy used Identify if there are any differences within spend, messaging and media by national, metro areas and Hull over 3 years Data sources: Billetts Media Monitoring May 2008 (formerly Thomson Intermedia) ComScore MyMetrix May 2008

Communications audit of the following directory competitors

BT Phonebook, Thomson, Hull Colour Pages and Google

What they do to attract revenue

Messaging, media strategy used

Identify if there are any differences within spend, messaging and media by national, metro areas and Hull over 3 years

Data sources:

Billetts Media Monitoring May 2008 (formerly Thomson Intermedia)

ComScore MyMetrix May 2008

Contents Media strategy & messaging analysis BT Phonebook Thomson Hull Colour Pages Google Appendix Further insight gained from communications audit

Media strategy & messaging analysis

BT Phonebook

Thomson

Hull Colour Pages

Google

Appendix

Further insight gained from communications audit

Media strategy & messaging analysis

BT Phone Book 2006 press campaign Messaging Aimed at SMEs who want to reach their local customers in the BT Phone Book The messaging is personalised so that it appeals to local businesses Readers are alerted to the fact that adverts also appear online and the directory is in colour Media strategy Campaign which was designed to reach as many local people as possible. This particular advertisement is for Liverpool but the same campaign was also rolled out in other areas such as London, Manchester, Nottingham and Newcastle Advertising was carried out in regional newspapers such as Liverpool Echo, Leicester Mercury and Evening Standard July 2006

Messaging

Aimed at SMEs who want to reach their local customers in the BT Phone Book

The messaging is personalised so that it appeals to local businesses

Readers are alerted to the fact that adverts also appear online and the directory is in colour

Media strategy

Campaign which was designed to reach as many local people as possible. This particular advertisement is for Liverpool but the same campaign was also rolled out in other areas such as London, Manchester, Nottingham and Newcastle

Advertising was carried out in regional newspapers such as Liverpool Echo, Leicester Mercury and Evening Standard

Bt Phone Book 2007 Outdoor Media strategy Uses same theme as seen in other media June 2007 January 2007 Messaging Aimed at a wide audience due to outdoor’s exposure The message concentrates on its wide use among the population at large and the necessity for businesses to be listed

Media strategy

Uses same theme as seen in other media

Messaging

Aimed at a wide audience due to outdoor’s exposure

The message concentrates on its wide use among the population at large and the necessity for businesses to be listed

BT Phone Book 2007 Radio Messaging Aimed at wide range of radio listeners in order to catch business owners Main message concentrates on the number of people who use the Phone Book and businesses should take advantage Call to action via freephone telephone number Media strategy Airing took place during first 5 months of 2007 and is the same campaign as seen in DM packs National campaign using stations such as Capital Radio, LBC, Clyde 1, Cool FM, LBC, BRMB & Radio City covering areas like London, Glasgow, Birmingham, Liverpool & Northern Ireland

Messaging

Aimed at wide range of radio listeners in order to catch business owners

Main message concentrates on the number of people who use the Phone Book and businesses should take advantage

Call to action via freephone telephone number

Media strategy

Airing took place during first 5 months of 2007 and is the same campaign as seen in DM packs

National campaign using stations such as Capital Radio, LBC, Clyde 1, Cool FM, LBC, BRMB & Radio City covering areas like London, Glasgow, Birmingham, Liverpool & Northern Ireland

Bt Phone Book 2007 direct mail Messaging DM pack aimed at local SMEs The messaging explains they are now taking bookings for the new edition of the directory The reach that business can enjoy is explained and not only do they benefit from an online listing at BT but ads are also placed on Yahoo! Local Call to action via telephone number or freepost contact form Media strategy This particular DM pack is aimed at businesses in the Norwich and North Norfolk area but this campaign also extends to other areas This particular campaign started in 2006 and continued in 2007 January 2007

Messaging

DM pack aimed at local SMEs

The messaging explains they are now taking bookings for the new edition of the directory

The reach that business can enjoy is explained and not only do they benefit from an online listing at BT but ads are also placed on Yahoo! Local

Call to action via telephone number or freepost contact form

Media strategy

This particular DM pack is aimed at businesses in the Norwich and North Norfolk area but this campaign also extends to other areas

This particular campaign started in 2006 and continued in 2007

Thomson Local 2007 direct mail Messaging Aimed at SMEs who want to reach their local customers The messaging concentrates on its popularity and reach Encourages take-up of Nectar ads which reward anyone who calls with 50 Nectar points “ the only directory that gives you Nectar points” No call to action Media strategy Aimed at businesses in the Lancashire and Yorkshire regions Targeted at men and women in the 35+ age group February 2007

Messaging

Aimed at SMEs who want to reach their local customers

The messaging concentrates on its popularity and reach

Encourages take-up of Nectar ads which reward anyone who calls with 50 Nectar points

“ the only directory that gives you Nectar points”

No call to action

Media strategy

Aimed at businesses in the Lancashire and Yorkshire regions

Targeted at men and women in the 35+ age group

Thomson Local 2007 Radio Messaging Voiceover of business owner which mentions the benefits of the Nectar partnership and how it has helped the business grow Call to action via telephone to book before local directory closes Media strategy Campaign started in June 2007 and last until March 2008 Radio stations employed include Clyde, Magic, Key and Metro City covering areas such as London, Manchester and Glasgow Ties up with other communications promoting the benefits of the Nectar partnership

Messaging

Voiceover of business owner which mentions the benefits of the Nectar partnership and how it has helped the business grow

Call to action via telephone to book before local directory closes

Media strategy

Campaign started in June 2007 and last until March 2008

Radio stations employed include Clyde, Magic, Key and Metro City covering areas such as London, Manchester and Glasgow

Ties up with other communications promoting the benefits of the Nectar partnership

Thomson 2007 Thomson Business Strata Messaging Aim: To generate sales leads for Thomson Business Strata Offer messaging to encourage product trial & service demonstration “ Generate more business; Business Strata; THOMSON FREE 24hr Trial; call 0845 855 2114 or click here” Media strategy Objective of up-selling other business products to existing Thomson Directory customers Banners only running as in-house advertisements (thomsonlocal.co.uk) Approach saves media budget & reaches a warm audience Long term media strategy with activity running continuously since October 2007

Messaging

Aim: To generate sales leads for Thomson Business Strata

Offer messaging to encourage product trial & service demonstration

“ Generate more business; Business Strata; THOMSON FREE 24hr Trial; call 0845 855 2114 or click here”

Media strategy

Objective of up-selling other business products to existing Thomson Directory customers

Banners only running as in-house advertisements (thomsonlocal.co.uk)

Approach saves media budget & reaches a warm audience

Long term media strategy with activity running continuously since October 2007

Thomson Local 2008 press campaign Messaging Aimed at SMEs in car insurance sector Messaging outlines the number of leads they can generate via pay per call Call to action via website or telephone number Branding changed to male cartoon cat Media strategy Press advertisement geared towards car insurance professionals One-off advertisement in Insurance Times magazine March 2008

Messaging

Aimed at SMEs in car insurance sector

Messaging outlines the number of leads they can generate via pay per call

Call to action via website or telephone number

Branding changed to male cartoon cat

Media strategy

Press advertisement geared towards car insurance professionals

One-off advertisement in Insurance Times magazine

Hull Colour Pages No B2B Hull Colour Pages campaigns have been recorded by Billets Media Monitoring from January 2005 to June 2008

No B2B Hull Colour Pages campaigns have been recorded by Billets Media Monitoring from January 2005 to June 2008

Google 2007 B2B Adwords banner campaign Messaging Aim: to encourage SMEs to trial Google Adwords Simple creative with clear call to action delivered within two frames “ Google AdWords; £30; FREE ONLINE VOUCHER Find the people trying to find you;” Media strategy Objective: Reaching SME decision makers and IT professionals Sites targeted: IT professionals: PCPro, ZDnet, ComputerShopper Financial: ThisisMoney

Messaging

Aim: to encourage SMEs to trial Google Adwords

Simple creative with clear call to action delivered within two frames

“ Google AdWords; £30; FREE ONLINE VOUCHER Find the people trying to find you;”

Media strategy

Objective: Reaching SME decision makers and IT professionals

Sites targeted:

IT professionals: PCPro, ZDnet, ComputerShopper

Financial: ThisisMoney

Google Adwords 2008 Radio Messaging Aimed at businesses in Birmingham and the West Midlands Messaging includes a real business owner talking about his use of paid search Call to action via Google website specifically aimed at businesses from this area (http://www.google.co.uk/birmingham) Media strategy Airing took place February 2008 and ties up with DM packs which feature same businesses The ads were aired on BRMB and Heart 100.7

Messaging

Aimed at businesses in Birmingham and the West Midlands

Messaging includes a real business owner talking about his use of paid search

Call to action via Google website specifically aimed at businesses from this area (http://www.google.co.uk/birmingham)

Media strategy

Airing took place February 2008 and ties up with DM packs which feature same businesses

The ads were aired on BRMB and Heart 100.7

Google Adwords 2008 press campaign Messaging Aim: to encourage SMEs to trial Google Adwords Messaging is based around the effectiveness of paid search and reducing waste when it comes to marketing Free £30 voucher and call to action via Google website Media strategy Press insert targeting IT professionals and IT savvy individuals who are likely to be familiar with paid search Titles targeted: Computer Weekly, Computing, Computer Weekly & Information Age Advertising has evolved considerably and is much more visual and emotive compared to previous campaigns August 2007 August 2008

Messaging

Aim: to encourage SMEs to trial Google Adwords

Messaging is based around the effectiveness of paid search and reducing waste when it comes to marketing

Free £30 voucher and call to action via Google website

Media strategy

Press insert targeting IT professionals and IT savvy individuals who are likely to be familiar with paid search

Titles targeted:

Computer Weekly, Computing, Computer Weekly & Information Age

Advertising has evolved considerably and is much more visual and emotive compared to previous campaigns

Google Adwords 2008 direct mail Messaging Aimed at SMEs who want to reach local or global customers The messaging is based around the targeted nature of Google’s paid search product and its reach “ We're a small business, but with Google advertising we sell around the world ” Free £30 voucher which is part of Google’s strategy to encourage take-up Media strategy A couple of DM packs were found targeting people in the Yorkshire region February 2008

Messaging

Aimed at SMEs who want to reach local or global customers

The messaging is based around the targeted nature of Google’s paid search product and its reach

“ We're a small business, but with Google advertising we sell around the world ”

Free £30 voucher which is part of Google’s strategy to encourage take-up

Media strategy

A couple of DM packs were found targeting people in the Yorkshire region

Google Paid for Search Using Google’s own sponsored listings to promote business products 2008 Google Adwords Flagship advertising product and main source of revenue Media strategy Brand terms Signposting users looking for Google products & directing them to products without being diverted to Search Engine Marketing companies Category targeting Targeting SME’s to set up and manage their own paid for search campaigns to increase website’s traffic Keyword targeting Brand terms: ‘adwords’ ‘Google paid search’ Category targeting: ‘website design’ ‘small business’

2008 Google Adwords

Flagship advertising product and main source of revenue

Media strategy

Brand terms

Signposting users looking for Google products & directing them to products without being diverted to Search Engine Marketing companies

Category targeting

Targeting SME’s to set up and manage their own paid for search campaigns to increase website’s traffic

Keyword targeting

Brand terms: ‘adwords’ ‘Google paid search’

Category targeting: ‘website design’ ‘small business’

Google Paid for Search 2008 Adsense campaign Google Adsense Google AdSense is an ad serving program run by Google. Website owners can sign-up in this program to enable text, image and video advertisements on their sites. These ads are administered by Google and generate revenue on either a per-click or per-thousand-impressions basis. Media strategy Brand terms Again signposting users looking for Google products & directing them to products without being diverted to Search Engine Marketing companies Category targeting Targeting website owners to monetise their own site by earning income from having Google advertising on their site Keyword targeting Brand terms: ‘adsense’ ‘Google adsense’ Category targeting: ‘website design’ ‘small business’

Google Adsense

Google AdSense is an ad serving program run by Google. Website owners can sign-up in this program to enable text, image and video advertisements on their sites. These ads are administered by Google and generate revenue on either a per-click or per-thousand-impressions basis.

Media strategy

Brand terms

Again signposting users looking for Google products & directing them to products without being diverted to Search Engine Marketing companies

Category targeting

Targeting website owners to monetise their own site by earning income from having Google advertising on their site

Keyword targeting

Brand terms: ‘adsense’ ‘Google adsense’

Category targeting: ‘website design’ ‘small business’

Appendix Further insight gained from communications audit

Not using paid for search to target business audience Media strategy There is a lack of presence from BT Phonebook, Thomson Directories and Hull Colour Pages on the sponsored listing across the major search engines Instead these directories are relying on natural search listings to drive companies looking to advertise in directories BT make up for lack of presence with a significant paid for search spend for BT Tradespace

Media strategy

There is a lack of presence from BT Phonebook, Thomson Directories and Hull Colour Pages on the sponsored listing across the major search engines

Instead these directories are relying on natural search listings to drive companies looking to advertise in directories

BT make up for lack of presence with a significant paid for search spend for BT Tradespace

BT Tradespace targeting businesses in paid for search Media strategy Targeting small businesses aiming to grow and increase traffic to their business online through paid for search Aim to maximise response from paid for search Sponsored listings found on all major search engines Objective to grow the online business marketplace within BT Tradespace to give users a choice of products and services Keywords include: ‘ increase traffic to website’ ‘ classified business ads’ ‘ growing business’ ‘ business advertising’

Media strategy

Targeting small businesses aiming to grow and increase traffic to their business online through paid for search

Aim to maximise response from paid for search

Sponsored listings found on all major search engines

Objective to grow the online business marketplace within BT Tradespace to give users a choice of products and services

Keywords include:

‘ increase traffic to website’

‘ classified business ads’

‘ growing business’

‘ business advertising’

Competitors and online positioning Directories Search Comparison Sites Search Aggregators

BT Phonebook Remains a traditional directory service with Company name, address and telephone number Other services: Text number service & map 1 million users* BT Tradespace BT Tradespace is an online marketplace of real businesses which users would normally have searched for in a traditional directory BT Tradespace promotes these businesses on their behalf through search engine marketing Users are able to buy directly from BT Tradespace, post feedback & rate businesses 100,000 registered members since launched February 2007 172,000 users* BT have diversified online directory positioning with creation of BT Tradespace Source: ComScore May 2008

BT Phonebook

Remains a traditional directory service with Company name, address and telephone number

Other services: Text number service & map

1 million users*

BT Tradespace

BT Tradespace is an online marketplace of real businesses which users would normally have searched for in a traditional directory

BT Tradespace promotes these businesses on their behalf through search engine marketing

Users are able to buy directly from BT Tradespace, post feedback & rate businesses

100,000 registered members since launched February 2007

172,000 users*

Thomson Local shifting position as a personal finance comparison site Thomson local Still offering full directory listings including business address, map Also allows users to contact businesses via email Partnership with Nectar – earn nectar points with searches 696,000 users* Thomson Local Money Diversifying as a comparison site for personal finance The comparison site is powered by ‘Beat that Quote’ Does not offer a comparison of businesses listed on Thomson Local US online directory Superpages have site feature which allows users to compare businesses from the directory. For example it allows users to compare selected florists in New York. The comparison table is simply re-presenting the existing information on the three florists selected from the directory listing Source: ComScore May 2008

Thomson local

Still offering full directory listings including business address, map

Also allows users to contact businesses via email

Partnership with Nectar – earn nectar points with searches

696,000 users*

Thomson Local Money

Diversifying as a comparison site for personal finance

The comparison site is powered by ‘Beat that Quote’

Does not offer a comparison of businesses listed on Thomson Local

US online directory Superpages have site feature which allows users to compare businesses from the directory. For example it allows users to compare selected florists in New York. The comparison table is simply re-presenting the existing information on the three florists selected from the directory listing

Hull Colour Pages a classified online directory service Services Online directory for local businesses Limited number of businesses listed Classified advertising Limited number of classified ads Classified ads quickly out of date

Services

Online directory for local businesses

Limited number of businesses listed

Classified advertising

Limited number of classified ads

Classified ads quickly out of date

Google's mission is to organise the world's information and make it universally accessible and useful Google search Search results for anything and everything 29 million users* Google maps Google Maps (formerly Google Local) Functionality includes: business listings, directions, route planner, satellite map, review & rating More: Photos & Wikipedia entries 9 million users* Google Product Search Google Product Search (formerly Froogle) is a price comparison service Aggregates products from ecommerce sites submitted to Google for free unlike traditional comparison sites 1 million users* Source: ComScore May 2008

Google search

Search results for anything and everything

29 million users*

Google maps

Google Maps (formerly Google Local)

Functionality includes: business listings, directions, route planner, satellite map, review & rating

More: Photos & Wikipedia entries

9 million users*

Google Product Search

Google Product Search (formerly Froogle) is a price comparison service

Aggregates products from ecommerce sites submitted to Google for free unlike traditional comparison sites

1 million users*