Directory Strategic Planning
Our philosophy for Print Yellow Pages™ media planning can be summed up in the acronym- LEADS™. This proprietary process enables our client service teams to develop strategic program recommendations based on our client's unique business needs. It encompasses a wide range of analytical activities and tools to aid in producing efficient and effective programs. This process includes market and industry research, directory usage ratings, competitive analysis, media planning matrices, mapping and Internet analysis tools.
Through the LEADS process we gain an understanding of the consumer and what motivates his or her buying behavior. DAC Group takes a critical view of the competitive landscape and our client's position within it. We then find ways to maximize each dollar spent. There are many tools that make LEADS™ effective. They include our Competitive Analysis program that captures the competitive directory landscape. Our predictive model that measures usage, our directory mapping program that charts directories to specific geography, TNS Ad Spend Data, DAC/Kantar Landscape study and others.
What does LEADS™ mean?
Learn - DAC Group reviews the competitive landscape in the category and the relevant market factors that determine how effective a medium can be in producing ROI for this category.
Evaluate - DAC Group evaluates the media options and the existing client plan to establish an effective strategy to maximize number of leads.
Allocate - DAC Group creates a strategy that leverages all relevent platforms to meet or exceed key client objectives.
Deliver - DAC Group puts a plan into place to ensure that we deliver against client expectations and stated performance goals.
Success - DAC Group continually measures and evaluates programs to ensure maximum return on investment. Results are reported online in an integrated Report Card format so that changes can be made s quickly as possible if there is a shift in use or category dynamics.
The client benefits associated with this process include:
Reach - Getting in the right directories - print and online as well as search engines.
Coverage - Ensuring that client ads are listed under the proper headings, in both print and iYP™, and accurately listed in the White Pages.
Impact - Having the proper ad size combined with creative that is intrusive and strategically correct. This will ensure that your brand is easily found when potential customers are searching for your products/services.
Throughout the process we gain an understanding of the consumer and what motivates buying behavior. DAC Group takes a critical view of the competitive landscape and our clients' position in it. Finally, we find ways to deliver the most powerful ad strategy as we maximize each dollar spent. Our goal is to deliver the best possible ROI.
Proprietary Planning Tools
As we always seek to provide our clients with the most effective solutions to their directory advertising programs, we have created a number of proprietary planning tools. Throughout our nearly 40 years of experience we have established a set of best practice principles that we use to put our plans into place, with the greatest impact and the highest return on client investment. Over the years we have created programs, software, methods and portals to help us execute this work with greater efficiency and impact.
Below is a list of some of the many resources, proprietary tools and research that we use on a daily basis to ensure that we are on target with our client recommendations, but that we are also demonstrating positive ROI for our clients.
Competitive Analysis Program (CAP) - CAP provides our clients with timely assessments of the competitive environment that may impact strategy and the tactical changes in recommendations and ad sizes.
Predictive Model Directory Ratings/Usage - DAC Group uses a proprietary, gold-standard model that measures use, not distribution, at a zip-code level. It quantifies what we know intuitively: as directory competition increases, usage becomes fragmented among the competing brands.
Media Planning Matrix - Our Media Planning Matrix prioritizes the importance of directories and assigns ad sizes. We look at several different dimensions, usually the target audience potential and the competitive make-up of the heading.
Mapping - Our maps display geographic areas (zip codes), Yellow Pages™ directory areas, counties, metro areas, TV markets, radius areas and states. The maps become even more powerful when layered with business or industry data, demographics, stores sales, etc.
Single Dashboard Directory Testing - We can compare the pull between headings, or individual ads using split-run methodology to aid investment decisions.