The Value of Print Get on the same page as ready-to-buy Canadians

Yellow Pages, YellowPages.ca and the Walking Fingers & Design are trademarks of the Yellow Pages Group Co. in Canada.

The Value of PrintGet on the same page as ready-to-buy Canadians

• Complete your Marketing mix by being where motivated, purchase-ready customers expect you to be

• Get results with effective ads that are designed to make your phone ring

• Gain an edge over your competition by dominating your heading


Print Advertising

• Be present: over 11.5 million Canadians used their local directory to make purchase decisions within the last month1

• Be competitive: attract more customers by positioning your business better than your competition in the right markets

• Be savvy: add unique call tracking numbers to show you exactly how many times your directory ad brings in new customers

Proven results and still popular with Canadians

are

followed

up1

87% of searches

(1) The 2012 Canadian Business Usage Study


The Power of Specialty Print

• Be exclusive: unique and prominent placement gets your ads seen before your competition

• Be pro-active: being visible all the time – even before customers need you – that way your name is the first one they think of when they do

• Be different: separate yourself from your competition by pushing the creative limits with your brand message

Get noticed with high visibility, unique ad placement opportunities

990directory searches

per minute1



Canadians use directories to buy

When consumers open up their directory, they have already decided to buy.

All they are looking for is the right business to choose.

Be there when people are looking to purchase

1.4 millionshoppers

make a directory

search every day1

73% of the population believe that the Yellow Pages directory is a valuable source to make a local search1.When they open their directory are you there for them?



Top 6 reasons people use print directories

1. Speed: sometimes it’s faster to look in the book

2. Trust: directory ads are a physical and tangible way to reach “authentic” people-oriented experiences

3. Simplicity: the digital world can be complex and confusing - sometimes it’s just simpler to search their directory

4. Original Search: the print book is organized for easy results - it’s what people are used to doing

5. Reminders: directory ads provide visual reminders of businesses that can keep you top of mind

6. Local Connection: directories reinforce local associations and are a credible source of quality information

Canadians have many reasons to reach for the book

Make sure you are

visible where ready-to-buy Canadians are

looking


How to get results from your directory ad

1. Colour: Colour can generate more calls than black and white ads of the same size and in the same heading1

2. Size: Increasing your ad size can generate more calls to your business. Larger ads attract more attention!

3. Content: Tell them what they want to know. Be clear, concise and to the point.

3 things proven to get you noticed and called

Make smart

advertising decisions


Give them every reason to choose youThousands of studies have proven that ads containing the following get more phone calls¹

Be seen before your competition

with effective ads that

get noticed


New compact directory is a winner

After publishing the reformatted Yellow Pages directory in St. Thomas, Ontario, we surveyed directory users to get their reaction.

95% of users prefer the new format

Exposure and visibility

that brings customers

to your door

56% of users will use the directory more often43% of users will use the directory as often

Maximize the value of your print advertising with the new Yellow Pages directory

Better exposureCapture customers that will use the directory more often

Improved visibilityReformatted layout helps you stand out and be noticed

Top User Reasons:

91% Easier to handle– fast, simple browsing

89% Easier to read– larger font improves legibility

90% Prefer the new cover– photo has local, neighbourhood appeal

Source: Post Implementation Survey Results, St. Thomas ON, December 2013


Print directory myths busted

990 directory

lookups a minute1

Popular and performing everywhere

(1) 2012 Business Usage Study

(2) 2010- 2012 Call Tracking internal data

BuyersAfter a search1

Results(National Average)2

84%

used by SMBs in Canada2

keep a directory at home

#1 media

73% of people

believe that Yellow Pages print directory is a valuable source to make a local search1

Average ROI 14 to 1

InsuranceLawyersNew cars

27 to 125 to 1

159 to 1

RestaurantsDentistsPlumbing

14 to 16 to 1

10 to 1

That’s 11.5 million

shoppers!

46% use it monthly to find local businesses

Making YP directories the That’s advertising that works, because

87%will follow up

65% make a purchase

55% are new customers

That represents $12.7 Billion in yearly sales!

Shoppers



Shoppers

894 directory

lookups a minute1

Popular and performing in small urban and rural markets


Results(National Average) 2

91%



#1 media

76% of people


Average ROI 14 to 1


27 to 125 to 1

159 to 1


14 to 16 to 1

10 to 1

That’s 10 million shoppers!

45% use it monthly to find local businesses


86%will follow up

67% make a purchase







Shoppers

95 directory

lookups a minute1

Popular and performing in large urban marketsLike Vancouver, Montreal and Toronto

use it monthly to find local businesses


Results(National Average) 2

71%



#1 media

64% of people


Average ROI 14 to 1


27 to 125 to 1

159 to 1


14 to 16 to 1

10 to 1

That’s 1.4 million shoppers!

28%


85%will follow up

68% make a purchase







Top 50 Print Headings

Your competition

is there, make sure

you are too

11. Veterinarians12. Pest Control Services13. Electric Contractors14. Heating Contractors15. Excavating Contractors16. Pizza17. Funeral Homes18. Windows19. Landscape Contractors

& Designers20. Optometrists

1. Lawyers2. Dentists3. Plumbing

Contractors4. Insurance Agents &

Brokers5. Roofing Contractors

6. Bankruptcies-Trustees7. Restaurants8. Moving and Storage9. Denturists10. Storage –Self Service

21. Glass -Automobiles22. Air Conditioning

Contractors23. Paving Contractors24. Automobile Dealers-New

Cars25. Hearing Aids26. Physicians & Surgeons27. Tire Dealers–Retail 28. Tree Service29. Automobile Body

Repairing & Painting30. Chiropractors D.C

31. Insurance Brokers32. Insurance Agents33. Appliance-Major Sales &

Service.34. Contractors-General35. Carpet & Rug Cleaners36. Automobile Renting37. Garages-Auto Repairing38. Locks & Locksmiths39. Towing-Automotive40. Fences

41. Automobile Repairing & Service

42. Insulation Contractors-Cold & Heat

43. Furnaces-Heating44. Physiotherapists45. Kitchen Cabinets46. Beauty Salons47. Burglar Alarm Systems-

Residential,Commercial & Industrial

48. Doors-Overhead49. Renovations & Home

Improvements50. Retirement Communities

& Homes

Source: Yellow Pages internal data based on published revenues between July 2012 – June 2013. French and English headings combined.

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The Value of Print Get on the same page as ready-to-buy Canadians