Yellow Pages Group (YPG) is circling small business owners in an attempt to grow its business.
The Montreal-based company has launched a comprehensive B2B campaign in support of its Yellow Pages 360 Degree Solution—a suite of services featuring digital components like online, mobile and search engine optimization in addition to its traditional directory service.
Annie Marsolais, director of communications for YPG in Montreal, said there has been a “whole company mobilization” around promoting the 360 Degree Solution to Canadian small businesses.
After repositioning its consumer offering last year, YPG is now reaching out to the local businesses that comprise an estimated 90% of its business. Marsolais said that while roughly 65% of YPG’s nearly 400,000 ad clients currently have an online presence, the new campaign is aimed at showcasing YPG’s digital tools, including its newest product offering: website creation and management.
“We know for a fact that consumers look for a company’s website just to make sure that the business is credible,” she said. “Now we’re making it easy for businesses not only to have a website, but for the website to be optimized so it’s found.”
Developed by Taxi 2 with media from PHD Canada, the eight-week TV, radio, print and online campaign will run in Vancouver, Toronto and Montreal. Each campaign element features YPG’s new “It’s smart business for any business” positioning, and will be complemented by conferences and seminars, said Marsolais.
The first TV spot, “Not Here,” is aimed at businesses that are new to online advertising. “It’s a bit overwhelming for businesses nowadays. They have so many options and don’t know where to start,” said Marsolais. “That’s why we’re here to help.”
The spot opens with a man standing at a bakery counter sampling some of the baked goods. When the owner asks if she can help, he replies “No thanks. I’m not really here. I would be, but I can’t find your business online.” When the owner looks confused, the man explains “If people can’t find your business online, they’re going to find somebody else’s.”
The second spot, “Window Cleaner,” is aimed at what Marsolais described as “more savvy” business owners, underscoring the standout results that can be achieved by using 360.
Three radio spots, “Tools,” “Sounds Made Up” and “SEO” take the form of a multiple-choice quiz with each answer—including a comedic choice C—revealing that respondents need to use the 360 products. A print ad featuring the headline “What’s the best online marketing strategy?” indicates the scope of YPG’s services.
