Multi-Platform Promotion Gives Us the 411 on YellowPages.com
Though having just secured a potentially lucrative partnership with AOL, telecom giants AT&T and BellSouth aren’t exactly sitting pretty waiting for the revenue stream to flow in.
The conspiring companies’ joint venture, Yellowpages.com, kicked off a marketing blitz on Monday to build brand awareness. The new TV and online ad campaign – which bears the theme of “Need Something?” and introduces the tagline “We wrote the book on local search”- is aimed at an audience that’s increasingly gravitating towards the Web for its information. “The campaign’s establishing Yellowpages.com as the authority on local search and helping consumers find what the need when they need it,” Mary Jane Thornburg, Yellowpages.com director of marketing, tells ADOTAS.
The online (and TV) executions as well as the media buys in this multi-million dollar marketing effort were managed and implemented by GSD&M, Yellowpages’ agency of record. For the interactive portion, three different Flash-based online ads zoom out to showcase humorous, mildly absurd situations including a man mowing the lawn with a vacuum cleaner and a woman with a haircut gone awry. After the ad expands, the text then reads, “Need something?” and the YellowPages.com search box is presented as the solution. The ad then caps off with the aforementioned tagline. “Our series of creative approaches has somebody in a situation doing something that just isn’t quite right,” Thornburg explains. “That theme evolves throughout the television, cable as well as the online advertising, and we will be introducing quite a few more as the year progresses.”
While the folks at Yellowpages.com are planning approximately a dozen online spots for 2006, the current batch is running on information-oriented sites like CNN.com, MSN, WeatherChannel.com, MSNBC and USAToday.com. According to Thornburg, the company also plans roadblocks on sections of AOL.com in the coming weeks and will do takeovers on other sites. “For our online buy, we really wanted to have an excellent mix of high-reach and relevant properties, so we were looking at leading content sites,” she explains.
While the rich media spots are the basis of the online campaign, Yellowpages.com is instilling additional components that include local targeting and search. “With this buy across television and on online, we’ve got extra components to where we’ll be supplementing and having additional localized approaches — local weather, banners, and things like that,” says Thornburg. “Our approach with this business is keywords and buying search engine optimization to where we do have extended presence in local search engine results. But this specific campaign is focused on brand awareness.”
Though Yellowpages.com casts a fairly wide net to effectively achieve brand penetration, Thornburg insists targeting was still focused. “The more efficient we can make the media buys, the better,” she says. “We do have a fairly wide target, but we’ve really segmented by looking at lifestyles within a target audience of 18-49 year olds with a female skew. [Essentially], we’re really looking for those folks who are information-seekers. We know that they’re Internet-driven households, they’re doers, they dine out, they’re time-pressured, they’re family-centric, they have high energy and they entertain.”
“So it’s [about] looking for the type of programming and media associated with folks who would be in those types of activities as well.”
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