Marketing Communications

CASE 5 179

Figure 5.8 Information sources used when searching for a business – June 2009 to May 2010

Source : TNS Conversa.

Figure 5.9 Perceived most effective advertising media for small and medium-size businesses – June 2010

Source : TNS Conversa.

Staff and customer engagement

As part of the campaign, activities were used to create staff

involvement and interest. This started with clues for staff

to guess what product the new campaign was going to be

for, trialling the potential product and ending with a treasure

hunt for Yellow Pages Chocolate. A survey was carried out

with 415 Yellow Pages staff to assess the impact of the

campaign: 81% of staff followed the campaign; 87% talked

about it with family and friends; 35% bought a bar; and

overall 79% thought the campaign successfully promoted

Yellow Pages ( Figure 5.10 ).

Of Yellow Pages’ high-value advertiser customers, 120

had a sales rep deliver them a bar before they were made

M05_PELS3221_05_SE_C05.indd 179M05_PELS3221_05_SE_C05.indd 179 6/5/13 3:01 PM6/5/13 3:01 PM