Case study

Distribution of the Yelllow Pages

in Prague8-9/2007

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Background

• Client Mediatel s.r.o.• Product Yellow Pages (Zlaté stránky) • Action distribution of the Yellow Pages in Prague • Distribution mixed• Circulation Yellow Pages 300.000 ks

informational leaflet 620.000 ksdoorhanger 30.000 ks

• Weight Yellow Pages 1,5 kginformational leaflet 3 gdoorhanger 7 g

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Distribution scheme

door-to-door

addressed

hand-to-hand

non-addressed

distribution to mailboxes

non-addressed

door-to-door

non-addressed

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Description of the distribution – door to door

• Door-to-door distribution of the Yellow Pages – both addressed and non-addressed

• Delivery sectors were optimized via geomarketing • Due to its dimensions (297x210x35 mm) the directory could

not be delivered directly to the mailbox therefore we decided to distribute it door to door – to ring at the door and deliver it personally. If the user was not at home the deliverer left a doorhanger on the door handle.

• 80.000 pcs (of which 10.000 pcs in a addressed way)

• Interesting experience, deliverers met final users in person, we have intermediated their feedback to the publisher.

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Description of the action – the non-addressed part

• Distribution of the informational leaflets to mailboxes

• Globally all over Prague in all the mailboxes • 620.000 pcs of informational leaflets in mailboxes of both

households and companies

• Exceptional distribution which covered all mailboxes of households and companies, including company branches (stores, plants etc.). The leaflet informed about locations where Yellow Pages can be collected free of charge.

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Description of the action – the non-addressed part

• Distribution of the Yellow Pages – hand-to-hand• 220.000 pcs of copies of the Yellow Pages • Locations to collect the directory were situated next to more

than 30 underground stations and other frequented places• Camelots from TNT Post gave the copies to all the interested

persons, up to 20 pcs per person, a mass collection was carried out in our central warehouse

• This distribution method represented a new experience for us, again, a direct contact with the final user – feedback for Mediatel

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Assessment of the action

• The distribution was carried out successfully to the client’s great satisfaction. Mediatel, assisted by us, tested new distribution channels in 2007, which proved well • Based on this success, TNT Post became

GENERAL PARTNER FOR THE DISTRIBUTION

OF THE YELLOW PAGES IN 2008, in all the regions of the Czech Republic.