Marketing / Advertising
Our customized approach begins with our Marketing department, an extensive team of experienced marketing professionals who research, develop, analyze and coordinate all phases of our sales approach for each individual market. This includes determining which print and online product offerings should be made available and what specific pricing strategy and advertiser incentive plans should be implemented based on current market conditions.
In addition to research done by our marketing analysts, LIYP also contracts with an independent research firm to find how our directories compare to those of our competitors in the same market area. Four key determining factors are measured, including Possession, Usage, Frequency and Preference. The results are collected and used in conjunction with other valuable research to develop market-specific sales collateral and direct mail for supporting sales during the directory canvass.
Beyond these functions, LIYP’s Marketing department is constantly developing and rolling out new products and services depending on specific market needs and opportunities. For example, our new iPrint Bundles offer advertisers a wide array of directory supported internet products under one all-inclusive package. Our recycling programs promote Independent Telephone Companies as environmentally responsible members of the community. Finally, our “pick-up-point” distribution program helps put our books in the hands of every local consumer and business, driving additional usage and value.
Every year, after a complete review of each market, a fresh marketing plan is formulated, geared toward specific needs and opportunities. This plan includes a detailed advertising strategy, utilized in coordination with the individual sales campaign for maximum effectiveness. Our advertising support ranges from direct mail for advertisers, billboards and newspaper to radio and television and is designed to increase consumer awareness and usage. The specific program is dependent on market size, competition, local needs and negotiated budget agreements.
Prior to the beginning of a directory sales canvass, the Area Marketing Manager and Analyst will participate in a sales “kickoff” for the market, either in person or by conference call. The marketing plan is thoroughly discussed and reviewed with Sales. All expectations and goals are clearly stated at this time by the sales manager. From that point, these parties keep in constant communication throughout the canvass, appraising progress and evaluating the effectiveness of the implemented strategy. If necessary, revisions are made to ensure a successful canvass.
