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Back in August<\/u> I blogged about how our testing program for a waterproofing client gave us a clear view of the effectiveness of print Yellow Pages after Hurricane Irene and Tropical Storm Lee hit the East Coast and mid-Atlantic region late in the summer of 2011.<\/p>\n
Calls to the advertiser\u2019s tracked lines went through the roof in the months that followed the storms, registering in 220% more calls in September 2011 than in the previous September, despite the fact that we were tracking 25% less lines.\u00a0 Call counts stayed higher than usual for the months that followed, gradually coming back to average levels early in 2012.\u00a0 Undoubtedly there was a lot of residual cleanup to do after the storms passed through, lasting months after the initial impact, and our call data<\/a> reflects that.\u00a0 And while we don\u2019t have any proof of this, it\u2019s not a stretch to assume that some of the later callers were among those that had suffered losses and recovered, then decided to take preventative action on their newly restored properties.<\/p>\n In late October 2012, many of the same areas were hit with another major storm, this time Superstorm Sandy.\u00a0 I was interested to see how our testing would look this time around, given that the worst damage was once again within our client\u2019s main market area.\u00a0 At first glance, the results weren\u2019t nearly as obvious as they were after Irene, but the damage this time around was concentrated more in New York, New Jersey, and Maryland, rather than being widespread across the advertiser\u2019s entire market area.<\/p>\n \n Get exclusive insights into digital \n \n \n Stay Forward <\/h2>\n
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