Common Headings For Print and Internet Yellow Pages and the IYP User Profile

So, the stats are in!  It’s been determined which headings are most searched by consumers looking for products and services online through Internet Yellow Pages (IYPs).  On August 4th, the Yellow Pages Association (YPA) released the Top 10 IYP headings based on consumer usage according to research firm Knowledge Networks/SRI.  They are:

 

1. Restaurants
2. Physicians & Surgeons
3. Hotels
4. Auto Repairing & Service
5. Florists-Retail
6. Auto Dealers-New & Used
7. Dentists
8. Auto Parts & Supplies – New & Used
9. Beauty Salons (tie)
10. Hospitals (tie)

 

Not only were top headings revealed, but also the profile of IYP users.

This is really something to think about.  If you offer a product or service in these categories, and others for that matter, but haven’t developed your IYP presence, you could be missing out on a huge piece of the pie.  The IYP profile reflects that over 60% of IYP users are female, many of which are college educated and very stable in their lives.  It’s become very evident that females represent a large segment of buying power and are the decision makers in many households.  So why not reach out to the IYP customer?  If you’ve already developed an online presence, great!  Hopefully, you’re tracking your campaigns with test lines at various headings to analyze what’s working and what’s not.  If you haven’t implemented a targeted, strategic online program, get going!  If you’re a little timid about the whole online thing, just get your feet wet.  Start slowly, perhaps with a 3-6 month campaign integrating test lines and monitoring the campaign’s effectiveness.

 

One thing is for sure, consumers are using Print and Internet Yellow Pages to find the products and services they need.

Not Knowing What Your Customers Want Can Be a Big Problem

So, you’ve just taken a long trip, you’ve arrived at your hotel tired and hungry and all you’re really interested in at that moment is knowing which restaurants are near your hotel. You’ve experienced this, right?  You get checked in, and begin searching your night stand for the print Yellow Pages.  What?  No Yellow Pages?   Well, according to an article that recently ran in USA Today, a number of hotel chains will no longer provide print directories for their guests.

 

I don’t think that’s a move in the right direction.  Aren’t we, as businesses in dealing with our customers, supposed to focus on customer service and strive to give the customer what he wants?   Maybe the hotels need to review the 2007 Simmons data below shared by Dennis Fromholzer, Ph.D, CRM Associates, that clearly shows that people who travel frequently are much more likely to reference the print Yellow Pages in a given month than people that don’t.

 

Below are some stats, taken from the 2007 Spring Simmons data.  I define a “heavy YP print user” as one who uses YP print directories on average at least once a week.

 

·         Those who have stayed at a hotel/motel in the past 12 months are 1.8 times more likely to be heavy YP print users while on the road than those who have not.

 

·         Those who are members of hotel frequent guest programs are 1.4 times more likely to be heavy YP print users while on the road than those who are not.

 

·         Those who stay at hotels 3 or more times per year are 1.6 times more likely to be heavy YP print users while on the road than those who do not stay at hotels or who stay only 1 or 2 times per year.

 

·         53% of those that stay at hotels 11 or more nights per year have used YP print directories in the past month at home;  24% have used YP print while traveling or for business.   Compare this to:  37% of those that have not stayed at hotels in the past year have used YP in the past month at home, and 11% have used YP print while traveling or for business (17% for those that stay only 1 or 2 nights per year).   Bottom line:  those that travel a lot are 40-100% more likely to use YP print directories in an average month than those that do not travel much.

 

·         Similarly, 53% of frequent “guest” program members have used YP print for personal purposes in the past month (vs. 45% of non-members); 25% of frequent guest program members have used YP print in the past month for business/travel purposes (vs 16% of non-members). 

 

These data would suggest that continuing to provide directories in hotel rooms amounts to good customer service.  As Stephanie Hobbs of the Yellow Pages Association notes in the article:  “The move will upset many guests. “You have to ask what your customers want, not what’s easier for hotels.”

 

My hope is that this initiative won’t be adopted by most hotels.  I need my Yellow Pages to find the nearest steak and baked potato!