Sensis ‘Free Pizza’ Campaign Shows: When it Comes to Finding New Business, Yellow Pages are Still 70% of the Pie
April 26, 2010 | Contributed by: Stephanie Hobbs
Over the past few months, we’ve released new data that reinforces the ongoing value of print and Internet Yellow Pages to local businesses. Now a new advertising campaign by Sensis, an Australian Yellow Pages provider, shows that when put to the test, our findings match up closely with the real world.
As The Australian reports, Sensis opened a new Melbourne restaurant, the Hidden Pizza Restaurant, in the basement of an alleyway earlier this month. Flyers distributed in the local area, as well as the restaurant’s website and Facebook page, offered a free pizza to consumers who could find its location during a two week period. The restaurant’s blog told consumers to, “just look us up the way you would any other business.”
Data collected during the campaign, which concluded April 25, found that of the 8,000 consumers who located the restaurant, 70% found their way via a paid Internet Yellow Pages listing, through paid search engine listings that Sensis placed, or from a print Yellow Pages directory (which were delivered shortly before the campaign began). Blogs, social media, and other forms of word-of-mouth accounted for the other 30% of customers, the company said.
We’re very encouraged by the results of this campaign, which we believe illustrate the strength of Yellow Pages’ multi-platform advertising model in driving real leads for local businesses.
For more, read the full The Australian article here.