Bring Back the Walking Fingers
Comments by Sieg Fischer, President & CEO,Valley Yellow Pages, during Simba Webinar, April 28, 2005
We need a national usage campaign that is supported by all publishers to promote yellow pages overall.
Bring back the walking fingers  promote the hell out of it.
It is a nationally recognized logo. Stop the bashing of fellow publishers in front of advertisers and consumers. If we can grow the total pie using a national campaign and syndicated usage research, we can grow 10% and stop the share slide. Everyone would benefit.
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Thanks Sieg,
Consumers seem to consider the "Yellow Pages" to be one large company publishing "those books I keep getting."
The concept has merit, but I don't see the industry majors being willing to do anything that might support a competitor such as the company you've built.
Let me know how that works, will ya?
posted by Dick Larkin at 11:53 AM
2 Comments:
I don't see how a large scale promotion of an icon is going to change the marketplace. Even if it did who would pay for such a campaign and why? It definitely would not benefit the name brand players such as BellSouth.
Customers don't buy yellow pages based on an icon they buy based on value. You can't make the Walking Fingers the focus of your presentation. Any books that want added credibility need to improve their products. It's all about Possession, Usage and Preference.
I agree with Jim Hobson..... I work for Verizon. I think Sieg has a valid comment when you consider the Direct Mail impact on the YP industry..... yet publishers offer competing products in the same market... working together when one or another is "superior" is ludicrous. We need more syndicated research!
Gerry... the one to promote a "use the YP" national campaign should be Larry Small and crew at YPIMA in Denver CO! We publishers should fund it... not political lobbyists! lol
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