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Why Advertise?

Those Who Know You

Where do you look for new customers to replace those you will lose? Your market is made up of 2 groups of buyers that use the yellow pages...

Those who know you & those who DON'T know you.

  • Newcomers must find new sources to buy from.
  • Emergency Buyers need help fast.
  • Dissatisfied Buyers look for products & services.
  • Infrequent Buyers are occasional purchasers.
  • Comparison Shoppers look for quality, estimates & services.
  • Transient visitors need help. Tourists, Business Travelers and Ex-pats


Annual Directory Comparisons

New Homes. New Buyers. New Employment. All effect your business. Buyers in your area are on the move. You have to find them or be where they can find you.

A comparison of Last Year’s Directory to This Year’s:

2,109 Listings Added.
2,268 Listings Removed.
720 Listings Changed.
---------
5,097 Total Changes.

This represents a 22% market change.

Source: Comparison of representative pages from the current to previous directory.


Directory Coverage

Island-wide Distribution. Highest global rates of number of directories in circulation to number of people in Bermuda (1.9 books per resident). Through the addition of other interactive products, a listing can be enhanced to give your business a strong online presence.

  • 20,000 Book Of Maps distributed.
  • 35,000 Mini Directories distributed.
  • 75,000 Large Directories distributed.
  • 110,000 Total Directories distributed island wide.
  • 186,000 Landline Calls Per Day.
  • 62,000 Population


Business Choices

Choices...As a business owner you have many. One critical to your success is advertising!

Only one media resource provides this kind of ACTION...

  • Acceptance is universal... used by 9 out of 10 adults.
  • Circulation: 110,000 to every home and business in Bermuda.
  • Time Saving for today’s working family.
  • Inexpensive: One of the lowest cost advertising mediums.
  • On Duty Day & Night: Whenever the prospect is ready to buy, 24 hours a day, 365 days a year.
  • Nationally Advertised: Multi-million dollar promotional campaign.


Choices

The Choice... is YOURS!

Choices are clear when a firm communicates...

  • RELIABILITY: Years in Business. Association Memberships. Size and scope of firm.
  • AUTHORIZED BRANDS: Sales. Service. Parts. Rentals.
  • SPECIAL FEATURES: Unique and unusual to your business.
  • COMPLETENESS OF SERVICE: Hours. Delivery. Parking. Estimates. Credit.
  • OPENING HOURS: Weekdays. Weekends. Holidays. Emergencies.
  • ILLUSTRATIONS & SLOGANS: Picture appeal. Copy arrangement. Company logo.
  • LOCATION & AREA SERVED: Map. Prominent landmarks. Service area.


Added Value

More then just a phone book...

alltogether.jpg75,000 Total Distribution: Large Directory.

35,000 Total Distribution: Mini Directory.

20,000 Total Distribution: Book Of Maps.

7,000 Total Distribution: CD ROM.
Including Channel Islands, Cayman Islands, Bahamas, Monaco & Other Off Shore Islands.

Over 1 Million online searches per year.

Comparative Price Increase

Needing direction for advertising your business? Let your fingers do the walking!

Still Lower Than our Competitors

Bermuda Yellow pages has increased our rates by 4% of Bermuda inflation rates.

Bermuda Yellow Pages is the most used information source at 97%

  • The ROYAL GAZETTE follows at 90%.
  • LOCAL TELEVISION at 80%.
  • The COMMUNICATIONS DIRECTORY scored 38%.

Source: Market World ® Bermuda Survey July 2006


Why Advertise?

Business people advertise for 3 reasons...

  1. Profit
  2. Prestige
  3. Protection


Current Customers Are The Mainstay Of Your Business

Advertising... Helps current customers remain your customers.

1/3 of customers are lost by businesses each year

  • Customers Move Away
  • Some Have Their Needs Satisfied
  • Others Become Dissatisfied
  • Some Are Poor Credit Risks & Cannot Remain Customers
  • Some Pass Away


Memories Are Short

Tests conducted... by Dr. Walter Dill Scott, former president of Northwestern University, have proven that the memory of a person is very short.

If 1,000 people are handed a copy of an advertisement ...

  • 25% will forget your message 1 DAY LATER
  • 50% will forget your message 2 DAYS LATER
  • 85% will forget your message 4 DAYS LATER
  • 97% will not remember you 7 DAYS LATER!


Viewer Response

Facts about the study... National Scale Survey: Consumer impressions in the presence and absence of advertising information.

To determine how Yellow Pages users respond to advertising information in the Yellow Pages, a survey was conducted which indicated:

  • 64% are drawn to ads by size.
  • 56% are drawn to ads with colour.
  • 61% assume you do not sell it if you don’t say it.
  • 71% assume you do not do it or service it if you don’t say it.

And they probably won’t call you to find out. More than 7 out of 10 (74%) do not call to inquire about sought-after information they do not find in advertising.

312 local respondents interviewed over the telephone. Source: Market World ® Bermuda Survey July 2006


We Can Prove It!

Can the effectiveness of the Yellow Pages be proven? YES!

  • 85% Of References result in a contact to the business.
  • 46% Make A Purchase
  • People use the Yellow Pages when they are Ready To Buy
  • Other advertising media attract attention. Advertising in the Yellow Pages Attracts Sales

Source: Market World ® Bermuda Survey July 2006


2 Ways To Advertise

Media... The Yellow Pages is an example of directional media.

1. Creative Media is used when a seller seeks a buyer.

  • Magazines
  • Television
  • Newspapers
  • Direct Mail
  • Billboards
  • Radio

2. Directional Media is used when a buyer seeks a seller.

  • Yellow Pages
  • Bermudayp.com


97% Of Consumers Use It Regularly

... when they are ready to buy.

We asked the question... When did you last look in the Yellow Pages Directory either at home or at work or elsewhere?

  • 95% refer to the Yellow Pages section.
  • 76% refer to it in the average month.
  • 51% refer to it more than once a week.
  • 45% refered to it in the last 24 hours.
  • 85% contacted a firm they found there

and of those

  • 87% made a purchase (or intended to) as a result

On average research shows that people who used the Yellow Pages directory in the last 7 days to look for a supplier of products or services, behaved as above.

Source: Market World ® Bermuda Survey July 2006


Directory Sections

Looking for information you can use every day? Let your fingers do the walking!

  • Cellular Service & International Business
  • Education
  • White Pages
  • Seniors & Age Concern
  • Health & Government
  • Transportation & Community
  • Menu Pages

The number of Logo Listings in the White Pages has grown from 587 in 2002 to 790 in 2008.

A new Education Section acts as a primer on Education Options at both compulsory and tertiary levels. Contains helpful study guides, financial planning and assistance and other information. Sponsored by Logic

A Comprehensive Directory of Bermuda's International Business is contained in every directory. Sponsored by BTC.

The Government Directory and Community content was split and colour-coded to make it Easier For Users to find the information they're looking for. Content in the Government section was also reconfigured for ease of use.

All transportation information is now in one easy-to-find, easy-to-use section with more Opportunity For Ad Placement.

The Menu Pages section and Restaurant Headings in the Yellow Pages continue to be Hugely Popular within the directory.

For the third consecutive year, the Bermuda Telephone Directory includes a separate Age Concern Directory Meeting The Need of Seniors.

Bermuda Telephone Directory Data

Data...including Cellular numbers

Only the Bermuda Telephone Directory gets its data directly from Bermuda's Telecom Providers. This data includes:

  • Telephone
  • Cellular Phone
  • Facsimile
  • Address
  • Email
  • Website

Cellular Numbers that are not included in the Bermuda Telephone Directory are unpublished at the request of the cellular customer. To have cellular numbers published, the cellular customers must contact its service provider and request that the number be published.

Detailed information on the wide range of Customer Services provided by both BTC and Cellular One and the operation of those services are found in the front of the Directory.

Product Promotion

prodpromo.jpg In 2007/2008 we actively promoted our products and your business.

No other local media supports its advertisers by promoting usage of its products to the extent that the Bermuda Yellow Pages does.

  • The Royal Gazette Newspaper
  • Bermudian Business Magazines
  • Digivision Bus Terminal Lightboxes
  • BTC Lightboxes(Payment Hall)
  • Multiple Direct Mail Pieces(See Samples)
  • eNewsletters
  • Bermuda Broadcasting
  • Radio & Television(See Laptop)
  • HOTT 107.5 Radio
  • VSB Radio & Television
  • Stanford 20/20 Cricket
  • World Rugby Classic
  • Christmas Boat Parade
  • Overseas Media
  • Famous for 15 Minutes


A Great Business Investment

The Bermuda Yellow Pages®... Delivering the best return for your media dollar.

Still Number One

  • 97% use Yellow Pages at least once a year.
  • 87% use the Directory per week.
  • 46% use the Directory per day.
  • Used on average 80 times per year.

Buyers Not Browsers

  • 87% go on to contact a business.
  • 50% go on to make a purchase.

Important Stand Outs

  • 40% unknown market searches.
  • 3.3 adverts are viewed on average.
  • Over 60% attracted by size & colour.

New Features To Stay Ahead

  • 63% will use the new Book Of Maps.


Making Your Phone Ring

4books.jpgThe Bermuda Yellow Pages®... Delivering the most comprehensive information resource in Bermuda.

The Bermuda Telephone Directory contains 1040 Pages Of Essential Information. Each year the team at Bermuda Yellow Pages builds the Directory from scratch, a job that requires thousands of man hours.