The extension of Yellow Pages’ reach via other media is well under way. We’ve seen versions of Yellow Pages advertising on the Web, CD ROMs, billboards, and interactive TV. And we’ve heard Yellow Pages advertising on various phone services as well.
Direct mail is good too. Last week, my “affluent” home received a SuperpagesDirect Card Pack in the mail. The cards extend SuperPages SuperGuarantee – although none of the cards in the deck actually carried the shield (they weren’t services).
Included in the decks is a card for EveryCarListed.com, an auto site recently acquired by Idearc Media. The cards are also viewable online by clicking on Superpages.com’s “coupons and deals” link from listings. All-in-all, an effective offering.
I’ve heard from some Idearc company insiders that the direct mail aspect of their business has been quite successful.
It’s a way to extend the sales relationship and leverage the outside team.
The customer using direct mail coupons is much more responsive than the printed directory.
What’s interesting is that in your home town of Carlsbad, CA, Idearc is not the incumbent publisher, and is instead a competitor in an intensely crowded directory market with AT&T, YellowBook, and United Publishers.