Yellow Pages B2B
Taxi 2
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...