Like most things in life, planning is critical to the success of any directory programme. We take a lot of time to ensure that we fully understand what is happening within our clients’ markets and programmes before making any recommendations or changes.
As part of our initial review, we analyse the clients market, identify and review competitor behaviour, monitor historical and current classification activity trends and analyse clients’ programme performance.
Every client has specific goals and targets for their directory programme. We therefore agree programme objectives with our clients prior to making any strategic recommendations or changes. These often include maximising return on investment, increasing product or brand awareness, increasing response from directory media, integrating the use of printed and new media opportunities, ensuring that branch networks are all visible and providing adequate customer service information.
When we have completed the initial review, we use the learnings together with our market knowledge and insight, to recommend a dynamic programme that will meet the set objectives; deliver the response targets and improve overall efficiency and performance. Our recommendations cover everything from the profiling of directories for regional variations in programmes to the optimum ad mix (frequency, size and colour) and creative.