Yellow Pages(R): Evolving to meet buyer and seller needs


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Yellow Pages(R): Evolving to meet buyer and seller needs

  1. 1. Michelle Sherwood General Manager, Marketing & Product Yellow ™ & White Pages ®
  2. 2. The Yellow story <ul><li>Myths and migration </li></ul><ul><li>Adapting the business and brand to a new multi-channel, customer-focused world </li></ul><ul><li>Investment in traditional and emerging mediums </li></ul><ul><li>Delivering on the brand promise </li></ul><ul><li>The evolution continues </li></ul>
  3. 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
  4. 4. Haven’t we heard this somewhere before? <ul><li>“ Cinema was going to kill radio” </li></ul><ul><li>“ Television was going to kill cinema” </li></ul><ul><li>“ The VCR was going to kill television” </li></ul><ul><li>“ Pay TV was going to kill television” </li></ul><ul><li>“ DVDs were going to kill cinema” </li></ul><ul><li>“ Satellite radio is going to kill commercial radio” </li></ul><ul><li>“ The internet is going to kill newspapers” </li></ul><ul><li>“ iPods are killing radio” </li></ul><ul><li>“ The internet is killing television” </li></ul>Source: David Kirk (CEO Fairfax) address to National Press Club Oct 24 2006
  5. 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,,,, Google Maps, Print Online 30% 18% 52% Total local search audience: 11.9 million
  6. 6. Reinvigorating the brand FROM Helpful Smart Organised Stimulating Australian Trustworthy Credible Quick TO
  7. 7. Investment in above the line ‘ Home Renovation’ campaign results: 85% recognition 85% correct branding ‘ Robbin’s Veterinary Clinic’ TVC
  8. 8. Businesses are consumers Kikki K founder and owner, Kristina Karlsson
  9. 9. 1993 2008
  10. 10. Revitalising print Yellow™ In the Car Maximising more usage occasions Your fast and easy way to compare and choose Yellow™ Directory
  11. 11. Richer, more refined online search *Roy Morgan Single Source Australia: monthly average July 2007–June 2008. More relevant content available in more places 6 million references per month* New send to mobile feature
  12. 12. Yellow™ content when & where consumers want it Yellow on ninemsn generated 180,000+ visits in September Additional 950K+ visits to from search engines in September
  13. 13. Unleashing the power of mobile 140% usage growth since Jan 36% of users take further action: click to call or download map
  14. 14. Imagine what’s possible
  15. 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. 16. A simple business model underpins our growth Usage Advertiser ROI Shareholder Value Sales Effectiveness Marketing Excellence
  17. 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%
  18. 18. We believe… <ul><li>Yellow™ is a growth business </li></ul><ul><li>in the power of print and online to bring buyers and sellers together </li></ul><ul><li>to be successful, customers should be at the centre of every strategy </li></ul><ul><li>success is achieved by focusing the organisation on the few things that make the most difference </li></ul><ul><li>our front line is our bottom line </li></ul>
  19. 19. <ul><li>Thank you </li></ul>