The Dispensary is a new research lab launched by Proximity London in January 2008 <ul><li>What do we dispense? Information...
Document brief <ul><li>Communications audit of the following directory competitors  </li></ul><ul><ul><li>BT Phonebook, Th...
Contents <ul><li>Media strategy & messaging analysis </li></ul><ul><ul><li>BT Phonebook </li></ul></ul><ul><ul><li>Thomson...
Media strategy & messaging analysis
 
BT Phone Book 2006 press campaign <ul><li>Messaging </li></ul><ul><ul><li>Aimed at SMEs who want to reach their local cust...
Bt Phone Book 2007 Outdoor <ul><li>Media strategy  </li></ul><ul><ul><li>Uses same theme as seen in other media </li></ul>...
BT Phone Book 2007 Radio <ul><li>Messaging </li></ul><ul><ul><li>Aimed at wide range of radio listeners in order to catch ...
Bt Phone Book 2007 direct mail <ul><li>Messaging </li></ul><ul><ul><li>DM pack aimed at local SMEs </li></ul></ul><ul><ul>...
 
Thomson Local 2007 direct mail <ul><li>Messaging </li></ul><ul><ul><li>Aimed at SMEs who want to reach their local custome...
Thomson Local 2007 Radio <ul><li>Messaging </li></ul><ul><ul><li>Voiceover of business owner which mentions the benefits o...
Thomson 2007 Thomson Business Strata <ul><li>Messaging </li></ul><ul><ul><li>Aim:  To generate sales leads for Thomson Bus...
Thomson Local 2008 press campaign <ul><li>Messaging </li></ul><ul><ul><li>Aimed at SMEs in car insurance sector </li></ul>...
 
Hull Colour Pages <ul><li>No B2B Hull Colour Pages campaigns have been recorded by Billets Media Monitoring from January 2...
 
Google  2007 B2B Adwords banner campaign <ul><li>Messaging </li></ul><ul><ul><li>Aim:  to encourage SMEs to trial Google A...
Google Adwords 2008 Radio <ul><li>Messaging </li></ul><ul><ul><li>Aimed at businesses in Birmingham and the West Midlands ...
Google Adwords 2008 press campaign <ul><li>Messaging </li></ul><ul><ul><li>Aim:  to encourage SMEs to trial Google Adwords...
Google Adwords 2008 direct mail <ul><li>Messaging </li></ul><ul><ul><li>Aimed at SMEs who want to reach local or global cu...
Google Paid for Search Using Google’s own sponsored listings to promote business products <ul><li>2008 Google Adwords </li...
Google Paid for Search 2008 Adsense campaign <ul><li>Google Adsense </li></ul><ul><ul><li>Google AdSense is an ad serving ...
Appendix Further insight gained from communications audit
Not using paid for search to target business audience <ul><li>Media strategy </li></ul><ul><ul><li>There is a lack of pres...
BT Tradespace targeting businesses in paid for search <ul><li>Media strategy </li></ul><ul><ul><li>Targeting small busines...
Competitors and online positioning Directories Search Comparison Sites Search Aggregators
<ul><li>BT Phonebook </li></ul><ul><ul><li>Remains a traditional directory service with Company name, address and telephon...
Thomson Local shifting position as a personal finance comparison site  <ul><li>Thomson local </li></ul><ul><ul><li>Still o...
Hull Colour Pages a classified online directory service <ul><li>Services </li></ul><ul><ul><li>Online directory for local ...
Google's mission is to organise the world's information and make it universally accessible and useful <ul><li>Google searc...
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Directory Competitive Audit

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A review of the B2B communications for BT Phonebook, Thomson Directories, Hull Colour Pages and Google

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Directory Competitive Audit

  1. 2. The Dispensary is a new research lab launched by Proximity London in January 2008 <ul><li>What do we dispense? Information, insight and inspiration. </li></ul><ul><li>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. </li></ul><ul><li>But we can also help clients by providing a bespoke research service. Whether they’re curious about an emerging trend or wish to explore a new target market, feel threatened by a competitor’s move or need to investigate what’s going on around the globe. </li></ul>
  2. 3. Document brief <ul><li>Communications audit of the following directory competitors </li></ul><ul><ul><li>BT Phonebook, Thomson, Hull Colour Pages and Google </li></ul></ul><ul><li>What they do to attract revenue </li></ul><ul><ul><li>Messaging, media strategy used </li></ul></ul><ul><li>Identify if there are any differences within spend, messaging and media by national, metro areas and Hull over 3 years </li></ul><ul><ul><li>Data sources: </li></ul></ul><ul><ul><ul><li>Billetts Media Monitoring May 2008 (formerly Thomson Intermedia) </li></ul></ul></ul><ul><ul><ul><li>ComScore MyMetrix May 2008 </li></ul></ul></ul>
  3. 4. Contents <ul><li>Media strategy & messaging analysis </li></ul><ul><ul><li>BT Phonebook </li></ul></ul><ul><ul><li>Thomson </li></ul></ul><ul><ul><li>Hull Colour Pages </li></ul></ul><ul><ul><li>Google </li></ul></ul><ul><li>Appendix </li></ul><ul><ul><li>Further insight gained from communications audit </li></ul></ul>
  4. 5. Media strategy & messaging analysis
  5. 7. BT Phone Book 2006 press campaign <ul><li>Messaging </li></ul><ul><ul><li>Aimed at SMEs who want to reach their local customers in the BT Phone Book </li></ul></ul><ul><ul><li>The messaging is personalised so that it appeals to local businesses </li></ul></ul><ul><ul><li>Readers are alerted to the fact that adverts also appear online and the directory is in colour </li></ul></ul><ul><li>Media strategy </li></ul><ul><ul><li>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 </li></ul></ul><ul><ul><li>Advertising was carried out in regional newspapers such as Liverpool Echo, Leicester Mercury and Evening Standard </li></ul></ul>July 2006
  6. 8. Bt Phone Book 2007 Outdoor <ul><li>Media strategy </li></ul><ul><ul><li>Uses same theme as seen in other media </li></ul></ul>June 2007 January 2007 <ul><li>Messaging </li></ul><ul><ul><li>Aimed at a wide audience due to outdoor’s exposure </li></ul></ul><ul><ul><li>The message concentrates on its wide use among the population at large and the necessity for businesses to be listed </li></ul></ul>
  7. 9. BT Phone Book 2007 Radio <ul><li>Messaging </li></ul><ul><ul><li>Aimed at wide range of radio listeners in order to catch business owners </li></ul></ul><ul><ul><li>Main message concentrates on the number of people who use the Phone Book and businesses should take advantage </li></ul></ul><ul><ul><li>Call to action via freephone telephone number </li></ul></ul><ul><li>Media strategy </li></ul><ul><ul><li>Airing took place during first 5 months of 2007 and is the same campaign as seen in DM packs </li></ul></ul><ul><ul><li>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 </li></ul></ul>
  8. 10. Bt Phone Book 2007 direct mail <ul><li>Messaging </li></ul><ul><ul><li>DM pack aimed at local SMEs </li></ul></ul><ul><ul><li>The messaging explains they are now taking bookings for the new edition of the directory </li></ul></ul><ul><ul><li>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 </li></ul></ul><ul><ul><li>Call to action via telephone number or freepost contact form </li></ul></ul><ul><li>Media strategy </li></ul><ul><ul><li>This particular DM pack is aimed at businesses in the Norwich and North Norfolk area but this campaign also extends to other areas </li></ul></ul><ul><ul><li>This particular campaign started in 2006 and continued in 2007 </li></ul></ul>January 2007
  9. 12. Thomson Local 2007 direct mail <ul><li>Messaging </li></ul><ul><ul><li>Aimed at SMEs who want to reach their local customers </li></ul></ul><ul><ul><li>The messaging concentrates on its popularity and reach </li></ul></ul><ul><ul><li>Encourages take-up of Nectar ads which reward anyone who calls with 50 Nectar points </li></ul></ul><ul><ul><ul><li>“ the only directory that gives you Nectar points” </li></ul></ul></ul><ul><ul><li>No call to action </li></ul></ul><ul><li>Media strategy </li></ul><ul><ul><li>Aimed at businesses in the Lancashire and Yorkshire regions </li></ul></ul><ul><ul><li>Targeted at men and women in the 35+ age group </li></ul></ul>February 2007
  10. 13. Thomson Local 2007 Radio <ul><li>Messaging </li></ul><ul><ul><li>Voiceover of business owner which mentions the benefits of the Nectar partnership and how it has helped the business grow </li></ul></ul><ul><ul><li>Call to action via telephone to book before local directory closes </li></ul></ul><ul><li>Media strategy </li></ul><ul><ul><li>Campaign started in June 2007 and last until March 2008 </li></ul></ul><ul><ul><li>Radio stations employed include Clyde, Magic, Key and Metro City covering areas such as London, Manchester and Glasgow </li></ul></ul><ul><ul><li>Ties up with other communications promoting the benefits of the Nectar partnership </li></ul></ul>
  11. 14. Thomson 2007 Thomson Business Strata <ul><li>Messaging </li></ul><ul><ul><li>Aim: To generate sales leads for Thomson Business Strata </li></ul></ul><ul><ul><li>Offer messaging to encourage product trial & service demonstration </li></ul></ul><ul><ul><ul><li>“ Generate more business; Business Strata; THOMSON FREE 24hr Trial; call 0845 855 2114 or click here” </li></ul></ul></ul><ul><li>Media strategy </li></ul><ul><ul><li>Objective of up-selling other business products to existing Thomson Directory customers </li></ul></ul><ul><ul><li>Banners only running as in-house advertisements (thomsonlocal.co.uk) </li></ul></ul><ul><ul><ul><li>Approach saves media budget & reaches a warm audience </li></ul></ul></ul><ul><ul><ul><li>Long term media strategy with activity running continuously since October 2007 </li></ul></ul></ul>
  12. 15. Thomson Local 2008 press campaign <ul><li>Messaging </li></ul><ul><ul><li>Aimed at SMEs in car insurance sector </li></ul></ul><ul><ul><li>Messaging outlines the number of leads they can generate via pay per call </li></ul></ul><ul><ul><li>Call to action via website or telephone number </li></ul></ul><ul><ul><li>Branding changed to male cartoon cat </li></ul></ul><ul><li>Media strategy </li></ul><ul><ul><li>Press advertisement geared towards car insurance professionals </li></ul></ul><ul><ul><li>One-off advertisement in Insurance Times magazine </li></ul></ul>March 2008
  13. 17. Hull Colour Pages <ul><li>No B2B Hull Colour Pages campaigns have been recorded by Billets Media Monitoring from January 2005 to June 2008 </li></ul>
  14. 19. Google 2007 B2B Adwords banner campaign <ul><li>Messaging </li></ul><ul><ul><li>Aim: to encourage SMEs to trial Google Adwords </li></ul></ul><ul><ul><li>Simple creative with clear call to action delivered within two frames </li></ul></ul><ul><ul><ul><li>“ Google AdWords; £30; FREE ONLINE VOUCHER Find the people trying to find you;” </li></ul></ul></ul><ul><li>Media strategy </li></ul><ul><ul><li>Objective: Reaching SME decision makers and IT professionals </li></ul></ul><ul><ul><li>Sites targeted: </li></ul></ul><ul><ul><ul><li>IT professionals: PCPro, ZDnet, ComputerShopper </li></ul></ul></ul><ul><ul><ul><li>Financial: ThisisMoney </li></ul></ul></ul>
  15. 20. Google Adwords 2008 Radio <ul><li>Messaging </li></ul><ul><ul><li>Aimed at businesses in Birmingham and the West Midlands </li></ul></ul><ul><ul><li>Messaging includes a real business owner talking about his use of paid search </li></ul></ul><ul><ul><li>Call to action via Google website specifically aimed at businesses from this area (http://www.google.co.uk/birmingham) </li></ul></ul><ul><li>Media strategy </li></ul><ul><ul><li>Airing took place February 2008 and ties up with DM packs which feature same businesses </li></ul></ul><ul><ul><li>The ads were aired on BRMB and Heart 100.7 </li></ul></ul>
  16. 21. Google Adwords 2008 press campaign <ul><li>Messaging </li></ul><ul><ul><li>Aim: to encourage SMEs to trial Google Adwords </li></ul></ul><ul><ul><li>Messaging is based around the effectiveness of paid search and reducing waste when it comes to marketing </li></ul></ul><ul><ul><li>Free £30 voucher and call to action via Google website </li></ul></ul><ul><li>Media strategy </li></ul><ul><ul><li>Press insert targeting IT professionals and IT savvy individuals who are likely to be familiar with paid search </li></ul></ul><ul><ul><li>Titles targeted: </li></ul></ul><ul><ul><ul><li>Computer Weekly, Computing, Computer Weekly & Information Age </li></ul></ul></ul><ul><ul><li>Advertising has evolved considerably and is much more visual and emotive compared to previous campaigns </li></ul></ul>August 2007 August 2008
  17. 22. Google Adwords 2008 direct mail <ul><li>Messaging </li></ul><ul><ul><li>Aimed at SMEs who want to reach local or global customers </li></ul></ul><ul><ul><li>The messaging is based around the targeted nature of Google’s paid search product and its reach </li></ul></ul><ul><ul><ul><li>“ We're a small business, but with Google advertising we sell around the world ” </li></ul></ul></ul><ul><ul><li>Free £30 voucher which is part of Google’s strategy to encourage take-up </li></ul></ul><ul><li>Media strategy </li></ul><ul><ul><li>A couple of DM packs were found targeting people in the Yorkshire region </li></ul></ul>February 2008
  18. 23. Google Paid for Search Using Google’s own sponsored listings to promote business products <ul><li>2008 Google Adwords </li></ul><ul><ul><li>Flagship advertising product and main source of revenue </li></ul></ul><ul><li>Media strategy </li></ul><ul><ul><li>Brand terms </li></ul></ul><ul><ul><ul><li>Signposting users looking for Google products & directing them to products without being diverted to Search Engine Marketing companies </li></ul></ul></ul><ul><ul><li>Category targeting </li></ul></ul><ul><ul><ul><li>Targeting SME’s to set up and manage their own paid for search campaigns to increase website’s traffic </li></ul></ul></ul><ul><li>Keyword targeting </li></ul><ul><ul><li>Brand terms: ‘adwords’ ‘Google paid search’ </li></ul></ul><ul><ul><li>Category targeting: ‘website design’ ‘small business’ </li></ul></ul>
  19. 24. Google Paid for Search 2008 Adsense campaign <ul><li>Google Adsense </li></ul><ul><ul><li>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. </li></ul></ul><ul><li>Media strategy </li></ul><ul><ul><li>Brand terms </li></ul></ul><ul><ul><ul><li>Again signposting users looking for Google products & directing them to products without being diverted to Search Engine Marketing companies </li></ul></ul></ul><ul><ul><li>Category targeting </li></ul></ul><ul><ul><ul><li>Targeting website owners to monetise their own site by earning income from having Google advertising on their site </li></ul></ul></ul><ul><li>Keyword targeting </li></ul><ul><ul><li>Brand terms: ‘adsense’ ‘Google adsense’ </li></ul></ul><ul><ul><li>Category targeting: ‘website design’ ‘small business’ </li></ul></ul>
  20. 25. Appendix Further insight gained from communications audit
  21. 26. Not using paid for search to target business audience <ul><li>Media strategy </li></ul><ul><ul><li>There is a lack of presence from BT Phonebook, Thomson Directories and Hull Colour Pages on the sponsored listing across the major search engines </li></ul></ul><ul><ul><li>Instead these directories are relying on natural search listings to drive companies looking to advertise in directories </li></ul></ul><ul><ul><li>BT make up for lack of presence with a significant paid for search spend for BT Tradespace </li></ul></ul>
  22. 27. BT Tradespace targeting businesses in paid for search <ul><li>Media strategy </li></ul><ul><ul><li>Targeting small businesses aiming to grow and increase traffic to their business online through paid for search </li></ul></ul><ul><ul><li>Aim to maximise response from paid for search </li></ul></ul><ul><ul><ul><li>Sponsored listings found on all major search engines </li></ul></ul></ul><ul><ul><li>Objective to grow the online business marketplace within BT Tradespace to give users a choice of products and services </li></ul></ul><ul><ul><li>Keywords include: </li></ul></ul><ul><ul><ul><li>‘ increase traffic to website’ </li></ul></ul></ul><ul><ul><ul><li>‘ classified business ads’ </li></ul></ul></ul><ul><ul><ul><li>‘ growing business’ </li></ul></ul></ul><ul><ul><ul><li>‘ business advertising’ </li></ul></ul></ul>
  23. 28. Competitors and online positioning Directories Search Comparison Sites Search Aggregators
  24. 29. <ul><li>BT Phonebook </li></ul><ul><ul><li>Remains a traditional directory service with Company name, address and telephone number </li></ul></ul><ul><ul><li>Other services: Text number service & map </li></ul></ul><ul><ul><li>1 million users* </li></ul></ul><ul><li>BT Tradespace </li></ul><ul><ul><li>BT Tradespace is an online marketplace of real businesses which users would normally have searched for in a traditional directory </li></ul></ul><ul><ul><li>BT Tradespace promotes these businesses on their behalf through search engine marketing </li></ul></ul><ul><ul><li>Users are able to buy directly from BT Tradespace, post feedback & rate businesses </li></ul></ul><ul><ul><li>100,000 registered members since launched February 2007 </li></ul></ul><ul><ul><li>172,000 users* </li></ul></ul>BT have diversified online directory positioning with creation of BT Tradespace Source: ComScore May 2008
  25. 30. Thomson Local shifting position as a personal finance comparison site <ul><li>Thomson local </li></ul><ul><ul><li>Still offering full directory listings including business address, map </li></ul></ul><ul><ul><li>Also allows users to contact businesses via email </li></ul></ul><ul><ul><li>Partnership with Nectar – earn nectar points with searches </li></ul></ul><ul><ul><li>696,000 users* </li></ul></ul><ul><li>Thomson Local Money </li></ul><ul><ul><li>Diversifying as a comparison site for personal finance </li></ul></ul><ul><ul><li>The comparison site is powered by ‘Beat that Quote’ </li></ul></ul><ul><ul><li>Does not offer a comparison of businesses listed on Thomson Local </li></ul></ul><ul><ul><li>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 </li></ul></ul>Source: ComScore May 2008
  26. 31. Hull Colour Pages a classified online directory service <ul><li>Services </li></ul><ul><ul><li>Online directory for local businesses </li></ul></ul><ul><ul><ul><li>Limited number of businesses listed </li></ul></ul></ul><ul><ul><li>Classified advertising </li></ul></ul><ul><ul><ul><li>Limited number of classified ads </li></ul></ul></ul><ul><ul><ul><li>Classified ads quickly out of date </li></ul></ul></ul>
  27. 32. Google's mission is to organise the world's information and make it universally accessible and useful <ul><li>Google search </li></ul><ul><ul><li>Search results for anything and everything </li></ul></ul><ul><ul><li>29 million users* </li></ul></ul><ul><li>Google maps </li></ul><ul><ul><li>Google Maps (formerly Google Local) </li></ul></ul><ul><ul><li>Functionality includes: business listings, directions, route planner, satellite map, review & rating </li></ul></ul><ul><ul><li>More: Photos & Wikipedia entries </li></ul></ul><ul><ul><li>9 million users* </li></ul></ul><ul><li>Google Product Search </li></ul><ul><ul><li>Google Product Search (formerly Froogle) is a price comparison service </li></ul></ul><ul><ul><li>Aggregates products from ecommerce sites submitted to Google for free unlike traditional comparison sites </li></ul></ul><ul><ul><li>1 million users* </li></ul></ul>Source: ComScore May 2008

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