Yellowbook – Helping America Break its Google Habit
Gotham New York
It often seems that Google's march to complete market dominance in search is a foregone conclusion.
This paper shares the experience of one brand that wasn't ready to just throw in the towel. It's the improbable story of how an 80-year-old brand in the directory services category, the most analog seeming of businesses, found a way to co-exist with Google, and even thrive, despite Google's concerted effort to gain share in local search at its expense.
The planning team recognized early on that we were a specialist going up against the ultimate generalist, and that perhaps therein lay an opportunity. This case explains how we realized the need for, and identified, a specific kind of occasion to which we could lay claim. And it shows how good old-fashioned analysis of client's data, viewed through the lens of a planner's eye, led to a new insight and a new strategy that ultimately exceeded all objectives and grew the client's business in the midst of the worst economic downturn in memory.