Yellow Pages B2B
Section I — Basic information
|Business Results Period (Consecutive Months):||February 2011 – April 2011|
|Start of Advertising/Communication Effort:||February 21, 2011|
|Base Period as a Benchmark:||8 weeks prior to campaign launch|
Section II — Situation analysis
a) Overall Assessment
Google, Bing, Yelp, Groupon, Foursquare, Facebook … Yellow Pages?
In the Fall of 2010, Yellow Pages Group (YPG) had a daunting challenge in driving sales among its core customers: small businesses. Six of the Internet's most innovative companies were considered key competitors in its bid to be Canada's number one provider of digital marketing solutions to small businesses in Canada. YPG had to find some way to be considered in the same light as these progressive digital leaders who were aggressively innovating their local business marketing solutions. This was a tall order for a brand that was traditionally thought of as a paper directory; there was little awareness of its digital properties and full suite of digital marketing services and solutions.