GDMI Corporate Blog

We are often asked the questions “How does Yellow Pages testing work?” or “What is the value of the yellow pages?”  In this day an age of tight marketing budgets and multiple distribution channels to choose from, it is imperative that Marketing Managers understand the value of the Yellow Pages and how their ROI is calculated.

Yellow Pages testing can be implemented in various forms including:

1. Metered Test Lines
2. Split Run Advertising Tests
3. Dedicated URLs
4. Focus Groups
5. Telephone / On-line Surveys
6. Intercept Studies

Let’s focus on the two most often used forms of Yellow Pages testing, Metered Test Lines and Split Run Advertising Tests.

Metered Test Lines

A dedicated metered test line is a specific telephone number which appears in a telephone directory in order to track the telephone calls generated by a specific advertising unit or classification.  Using Remote Call Forwarding technology, the traffic generated by the test phone number will be seamlessly forwarded to your main telephone number without any knowledge by the end user.  Each telephone call made from the specific unit or classification can now be accurately tracked and analyzed.

Though the data collected through meted test lines will accurately reflect those telephone calls generated from a specific ad or directory classification, foot traffic to your brick and mortar locations or visits to your website will obviously not be included in the data.  This additional traffic will need to be identified through surveys, intercepts, etc. to accurately reflect all traffic generated by a specific Yellow Page ad.

Similar to metered test line methodology, Yellow Page ads can include dedicated URLs which can track visits to a website generated from searches in the print Yellow Pages.  As with a telephone call, the data can now be accurately tracked and analyzed to determine the ROI from your Yellow Page campaign.

Split Run Testing

A split run test in the Yellow Pages will allow you to track different marketing strategies such as ad size, ad copy, or ad unit selection in the same market and determine the ROI for each strategy. 

In a given market offering a split run test program, you will be able to test two versions of the Yellow Page directory with each version being distributed to 50% of the households and businesses in the market area.  Each version of the ad being tested will include a specific metered test line to track the phone calls generated from that specific ad.  As discussed above, the data can now be analyzed to determine the ROI for each strategy tested.

Specific elements that can be tested include:

1. Ad Size
2. Ad Copy
3. Ad Layout
4. Headlines
5. Fonts
6. Graphics
7. Color

The various Yellow Pages publishing companies offer numerous split run testing opportunities each year to qualified national advertisers.  

The traditional print Yellow Pages generated over 13.4 billion searches in 2007 according to KN/SRI, a successfully executed display advertising program is an essential component of capturing traffic in highly competitive and multiple page Yellow Pages headings. GDMI has conducted extensive display advertising research; testing both ad design and unit / placement strategy to maximize the ROI of a Yellow Pages display advertising campaign.

Let’s start with the key elements of a well designed ad:

Layout – it’s not the size of the ad that attracts the eye, it’s the way the ad stands out against the competition. Display ads should include plenty of “open space” without heavy borders. The ad should draw the attention of the viewer and not be lost in the clutter.

Content – once the viewer has located your ad, content is the key driver of getting the viewer to take action. As stated above, ads with efficient copy and open space dramatically outperform wordy ads and heavy borders. The content of your ad should include a strong headline of your corporate brand and logo if applicable. The body copy of the ad should include key services and benefits you provide or those that differentiate you from your competition. The call to action should include telephone numbers and other contact information at the bottom of the ad.

Color – our research has shown that an ad with the proper layout and content can generate a higher ROI than an ad with color. Layout remains the key to generating responses to your ad. If color is used, it should stress key services or benefits you provide.

Graphics – once again, open space without heavy borders is the key to any ad. Graphics should be limited and reflect your logo or augment your message.

The following display ad incorporates the key design elements listed above:

Now that you have your ad designed, there are several key questions to answer in implementing your program. What heading(s) should you use? What size of ad should be used at each heading(s)? What is your targeted ROI?

Syndicated research and our proprietary research will assist in answering these key questions. Once the headings are identified, key factors such as number of pages in the heading, competition advertising in the heading, as well as the number of references to the heading are analyzed. GDMI can then create the proper campaign to maximize your ROI in the Yellow Pages.

Examples of various strategies used in display programs include:

• Display ad only
• Dominant ad size
• Leader ad only
• Leader ad with display ad
• Multiple display ads
• Display ad with in column trade advertising

Remember, a successful display advertising campaign starts with an effective ad design and then excels with the proper implementation strategy.

Contrary to media reports and the beliefs of many Marketing and Advertising Executives, the Yellow Pages, both print and Internet, remain an effective, low cost means of generating sales traffic for many businesses and should be a part of most advertisers marketing mix.  Could your business afford to miss out on over 17 billion Yellow Pages searches in 2007  (per KN/SRI)?

I didn’t think so.  Customers who are ready to purchase products and services use the Yellow Pages when they are ready to buy.  Hey, the industry isn’t dead yet!  Of course, if your selling space ships or property on Mars, you would probably be better served advertising somewhere in cyberspace.  We’ll get to cyberspace in a moment, let’s stay for awhile on the Yellow Page thing.

The print Yellow Pages have been around for over 100 years connecting buyers and sellers 24 hours a day, 7 days a week.  The “book” is there when you need it!  Power out?  No problem.  Internet connection down?  No problem.  A household without a computer (yes there are a few)?  No problem.  According to KN/SRI, 87 percent of the U.S. Population used the print Yellow Pages in 2007 referencing the medium over 13.4 billion times.  Why?  The print Yellow Pages are the ultimate local search tool - available to all demographics, easy to use with well organized headings and highly relevant information.

Internet Yellow Pages like the traditional print Yellow Pages deliver sales traffic when consumers are ready to purchase products and services.  Per Internet measurement firm comScore, there were over 3.8 billion references in 2007, an increase of over 16 percent.  Additionally, of the 144 million searches online in December 2007, 51 percent of the searches used Internet Yellow Pages.  Internet Yellow Pages are an easy and logical transition for users of traditional print Yellow Pages when searching online for local, regional or national products and services.

Now that we have some relevant data about the usage of print and Internet Yellow Pages, why wouldn’t part of your marketing mix be in the medium?  The key phrase here is marketing mix (this is where cyberspace and our real estate developer on Mars comes in).  I’m not a proponent of putting all your eggs or dollars in one basket such as the yellow pages.  With the tremendous growth of search engines, vertical market websites, social media platforms, and other online products, the way we communicate and search for products and services is rapidly changing.  These changes in consumers shopping behavior and communication methods mandate marketers reallocate dollars or fund additional marketing dollars to capture those consumers who are focusing their shopping searches online.

So what now?  The Yellow Pages clearly is a medium generating high quality sales leads when consumers are ready to purchase a product or service, however, the medium is facing pressure from online platforms for the consumers “searches”.  The answer of course is to do a little homework, talk to your Yellow Page professional regarding the usage and ROI for your product or service and what representation is right for your business.  Why miss out on over 17 billion annual searches?  The Yellow Pages is alive and kicking and an essential part of any marketing plan, unless of course you are selling space ships or property on Mars.