Comments on: Yellow Pages responds to Hidden Pizza campaign critics http://anthillonline.com/yellow-pages-responds-to-hidden-pizza-campaign-critics/ Business help for entrepreneurs, startups and small business owners in Australia | Business > Innovation > Technology > Entrepreneurship - Anthill Magazine: It's Where Ideas and Business Meet. Fri, 10 Feb 2012 14:06:00 +0000 hourly 1 http://wordpress.org/?v=3.1.1 By: Adam http://anthillonline.com/yellow-pages-responds-to-hidden-pizza-campaign-critics/#comment-52215 Adam Mon, 14 Mar 2011 10:04:00 +0000 http://anthillonline.com/?p=35446#comment-52215 My home number was posted in the yellow pages once, due to a print error, it was ment to be my business number, and I was getting calls at all hours of the night, yellow pages is a really powerful tool, though, the internet is the way forward now! -Adam My home number was posted in the yellow pages once, due to a print error, it was ment to be my business number, and I was getting calls at all hours of the night, yellow pages is a really powerful tool, though, the internet is the way forward now!

-Adam

]]> By: gigurdjieff http://anthillonline.com/yellow-pages-responds-to-hidden-pizza-campaign-critics/#comment-32493 gigurdjieff Sat, 17 Jul 2010 00:43:56 +0000 http://anthillonline.com/?p=35446#comment-32493 Yellow Pages took a difficult decision by moving its business online, but at the same time, the only solution that would keep the company from breaking apart. It's much easier today for a restaurant owner to get it listed in a <a href="http://www.localpages.com/yellowpages/" rel=follow rel="nofollow">Local business directory</a> than it was 10 years ago, when the Yellow Pages was one of the few reliable alternatives. That's why I think the Hidden Pizza campaign was helpful. Yellow Pages took a difficult decision by moving its business online, but at the same time, the only solution that would keep the company from breaking apart. It's much easier today for a restaurant owner to get it listed in a Local business directory than it was 10 years ago, when the Yellow Pages was one of the few reliable alternatives. That's why I think the Hidden Pizza campaign was helpful.

]]> By: BrendonWalker http://anthillonline.com/yellow-pages-responds-to-hidden-pizza-campaign-critics/#comment-31735 BrendonWalker Wed, 09 Jun 2010 03:35:52 +0000 http://anthillonline.com/?p=35446#comment-31735 "In fact, the majority of these SME's opened up the book to see THEIR new ad even before we had left the premises......"<br><br>1. Seems pretty clear why they wanted the book. <br>2. I don't play sport...or minority sports...sport<br>3. For a sales guy, your attention to detail (Stephen's too) is lacking. I'll leave you to figure out why<br>4. More than one copy...cheaper than a small step ladder? Or no internet connection?<br>5. If I was ever home when deliveries take place, I could be your first knock back ;) “In fact, the majority of these SME's opened up the book to see THEIR new ad even before we had left the premises……”

1. Seems pretty clear why they wanted the book.
2. I don't play sport…or minority sports…sport
3. For a sales guy, your attention to detail (Stephen's too) is lacking. I'll leave you to figure out why
4. More than one copy…cheaper than a small step ladder? Or no internet connection?
5. If I was ever home when deliveries take place, I could be your first knock back ;)

]]> By: D Smith http://anthillonline.com/yellow-pages-responds-to-hidden-pizza-campaign-critics/#comment-31734 D Smith Wed, 09 Jun 2010 03:28:21 +0000 http://anthillonline.com/?p=35446#comment-31734 Brendan, as an employee of Yellow Pages (sales) we get the opportunity to be involved in delivery of our directories in the area in which we service..that is, we load up the vans or utes for the day and walk the area delivering to every home and business...as 'delivery people'. I can honestly say that on the occasions I have been involved, NOT ONE person turned me away, NOT ONE person said that didn't want one, and a large portion of these business people actually wanted more than ONE copy !! Remember, they were unaware that we were staff members, and were generally happy to receive THEIR book. In fact, the majority of these SME's opened up the book to see THEIR new ad even before we had left the premises......<br><br>A huge success with a much-needed product I would say. Don't want yours ?? That's fine. But you're in the minority sport. Brendan, as an employee of Yellow Pages (sales) we get the opportunity to be involved in delivery of our directories in the area in which we service..that is, we load up the vans or utes for the day and walk the area delivering to every home and business…as 'delivery people'. I can honestly say that on the occasions I have been involved, NOT ONE person turned me away, NOT ONE person said that didn't want one, and a large portion of these business people actually wanted more than ONE copy !! Remember, they were unaware that we were staff members, and were generally happy to receive THEIR book. In fact, the majority of these SME's opened up the book to see THEIR new ad even before we had left the premises……

A huge success with a much-needed product I would say. Don't want yours ?? That's fine. But you're in the minority sport.

]]> By: Benjamin H. W. Sheedy http://anthillonline.com/yellow-pages-responds-to-hidden-pizza-campaign-critics/#comment-31709 Benjamin H. W. Sheedy Fri, 04 Jun 2010 05:20:40 +0000 http://anthillonline.com/?p=35446#comment-31709 (hits, being unique hits, not page visits) (hits, being unique hits, not page visits)

]]> By: Benjmain H. W. Sheedy http://anthillonline.com/yellow-pages-responds-to-hidden-pizza-campaign-critics/#comment-31704 Benjmain H. W. Sheedy Fri, 04 Jun 2010 05:12:04 +0000 http://anthillonline.com/?p=35446#comment-31704 I didn't heavily force traffic to my site during the campaign, I wanted to see the natural..ish response of people and Google to pick up the site so I only made a subtle reference.<br><br>I have reloaded the original site to show how basic it was...<br><br><a href="http://hiddenpizza.com/hpwp/" rel="nofollow">http://hiddenpizza.com/hpwp/</a><br><br>Essentially it's just a "White Page".<br><br>Have posted some more details on the new page: <br><a href="http://hiddenpizza.com" rel="nofollow">http://hiddenpizza.com</a><br><br>To the hidden pizza site, during the period April 16-26 it received over 1,000 hits. Basically, Google is good at what it does. I didn't heavily force traffic to my site during the campaign, I wanted to see the natural..ish response of people and Google to pick up the site so I only made a subtle reference.

I have reloaded the original site to show how basic it was…

http://hiddenpizza.com/hpwp/

Essentially it's just a “White Page”.

Have posted some more details on the new page:
http://hiddenpizza.com

To the hidden pizza site, during the period April 16-26 it received over 1,000 hits. Basically, Google is good at what it does.

]]> By: BrendonWalker http://anthillonline.com/yellow-pages-responds-to-hidden-pizza-campaign-critics/#comment-31693 BrendonWalker Thu, 03 Jun 2010 20:41:38 +0000 http://anthillonline.com/?p=35446#comment-31693 Thanks Stephen.<br><br>Interesting read on the cardon neutral certification, but for mine, it all comes across as intellectual wankerism. Allow me to explain.<br><br>By Sensis' own admission, the directories account for 175,000 tonnes of emissions per year. But, nowhere in that page mentions that "we are actively reducing the number of printed products we make by making sensible, rational decisions". Instead, Sensis is attempting to rationalise the gorging of paper by things like 4 cylinder diesel cars and video conferencing. Whoop-de-doo!<br><br>"To achieve carbon neutrality, from February 2010, we will offset the carbon generated during the lifecycle of our Yellow Pages® and White Pages® print and online directories using a range of Greenhouse Friendly™ accredited offsets. Details of the offsets will be posted on this site when purchased..."<br><br>So nothing has actually been done yet. It's all a big theory that Sensis will get around to one day.<br><br>Honestly, Sensis probably wouldn't NEED a carbon offset if they didn't print so many damn books! Start acting like a publisher. Be smart about it. They only print runs to reflect sales figures (and a bit more just incase they have a boom run). Any more is a waste of time, resource and profit.<br><br>I think Sensis has this arse about. I thank you for directing me to the "opt out" delivery number, but if you think about it, how many people will actually know about the existance of this option who DON'T want the book? Bugger-all is my guess, though I'd really love to see some stats from Sensis on how many people are actually aware of this option and choose to stop their delivery.<br><br>The option should be an "Opt In"! You want the books...you have to register. Simple as that. If you don't register...you don't get books.<br><br>But, I think if we're realistic about this, the REAL reason the option is for "opt out" as opposed to "opt in" is because it's not such an impressive sales pitch to clients when you can only say "we have a subscriber base of 10,000 who receive phone books" as opposed to "we have a national distribution of 14,000,000 books". Numbers (even false numbers) make your clients buy ads. I bet your sales pitch doesn't say "we have a distribution of 14,000,000 books but 13,000,000 go straight in the recycling"? <br><br>(I'm making these numbers up by the way...just incase you didn't notice)<br><br>I think Sensis needs to change their strategy. Only print what you KNOW is going to get used because it's WANTED. Printing for eveyone with the blind faith that they actually need it is irresponsible at best.<br><br>I've read the replies and responses here and to be honest Stephen, you're doing a great job at holding the company line and maintaining a presence of good will. That requires patience...a lot of it. But to me, it just looks like canned responses approved by the corporate executive. A cut and paste of tactical replies to push the green barrow and use the moment to trumpet a bit too.<br><br>How about a bit more transparency? Why not publish your print run numbers. Why not publish survey results if the question was asked..."do you still use the books?". Why not tell us how many people (% of population) have opted out since the option was introduced. Why not come to the realisation that the paper directories are dinosaurs that are on the way out, and change strategies to heavily focus on the fact that your online market is extremely rich in opportunity.<br><br>Well...that just about does it for me. Long rant, but I look forward to a reply. Thanks Stephen.

Interesting read on the cardon neutral certification, but for mine, it all comes across as intellectual wankerism. Allow me to explain.

By Sensis' own admission, the directories account for 175,000 tonnes of emissions per year. But, nowhere in that page mentions that “we are actively reducing the number of printed products we make by making sensible, rational decisions”. Instead, Sensis is attempting to rationalise the gorging of paper by things like 4 cylinder diesel cars and video conferencing. Whoop-de-doo!

“To achieve carbon neutrality, from February 2010, we will offset the carbon generated during the lifecycle of our Yellow Pages® and White Pages® print and online directories using a range of Greenhouse Friendly™ accredited offsets. Details of the offsets will be posted on this site when purchased…”

So nothing has actually been done yet. It's all a big theory that Sensis will get around to one day.

Honestly, Sensis probably wouldn't NEED a carbon offset if they didn't print so many damn books! Start acting like a publisher. Be smart about it. They only print runs to reflect sales figures (and a bit more just incase they have a boom run). Any more is a waste of time, resource and profit.

I think Sensis has this arse about. I thank you for directing me to the “opt out” delivery number, but if you think about it, how many people will actually know about the existance of this option who DON'T want the book? Bugger-all is my guess, though I'd really love to see some stats from Sensis on how many people are actually aware of this option and choose to stop their delivery.

The option should be an “Opt In”! You want the books…you have to register. Simple as that. If you don't register…you don't get books.

But, I think if we're realistic about this, the REAL reason the option is for “opt out” as opposed to “opt in” is because it's not such an impressive sales pitch to clients when you can only say “we have a subscriber base of 10,000 who receive phone books” as opposed to “we have a national distribution of 14,000,000 books”. Numbers (even false numbers) make your clients buy ads. I bet your sales pitch doesn't say “we have a distribution of 14,000,000 books but 13,000,000 go straight in the recycling”?

(I'm making these numbers up by the way…just incase you didn't notice)

I think Sensis needs to change their strategy. Only print what you KNOW is going to get used because it's WANTED. Printing for eveyone with the blind faith that they actually need it is irresponsible at best.

I've read the replies and responses here and to be honest Stephen, you're doing a great job at holding the company line and maintaining a presence of good will. That requires patience…a lot of it. But to me, it just looks like canned responses approved by the corporate executive. A cut and paste of tactical replies to push the green barrow and use the moment to trumpet a bit too.

How about a bit more transparency? Why not publish your print run numbers. Why not publish survey results if the question was asked…”do you still use the books?”. Why not tell us how many people (% of population) have opted out since the option was introduced. Why not come to the realisation that the paper directories are dinosaurs that are on the way out, and change strategies to heavily focus on the fact that your online market is extremely rich in opportunity.

Well…that just about does it for me. Long rant, but I look forward to a reply.

]]> By: Stephen Ronchi http://anthillonline.com/yellow-pages-responds-to-hidden-pizza-campaign-critics/#comment-31690 Stephen Ronchi Thu, 03 Jun 2010 19:59:02 +0000 http://anthillonline.com/?p=35446#comment-31690 Hi Will - the dedicated phone line is a great idea and one that we've been using for a few years now. Provides great transparency for customers re their ROI - they can see what they're paying for. Hi Will – the dedicated phone line is a great idea and one that we've been using for a few years now. Provides great transparency for customers re their ROI – they can see what they're paying for.

]]> By: Stephen Ronchi http://anthillonline.com/yellow-pages-responds-to-hidden-pizza-campaign-critics/#comment-31691 Stephen Ronchi Thu, 03 Jun 2010 19:54:58 +0000 http://anthillonline.com/?p=35446#comment-31691 Brendan - yes print is static for a whole year but Yellow Pages online, mobile and voice content can all be udpated.<br><br>Also here's a link to info on the carbon neutral certification of our Yellow Pages® and White Pages® print and online directories - <a href="http://about.sensis.com.au/sustainability/environment/our-commitment-to-climate-change/" rel="nofollow">http://about.sensis.com.au/sustainability/envir...</a> Brendan – yes print is static for a whole year but Yellow Pages online, mobile and voice content can all be udpated.

Also here's a link to info on the carbon neutral certification of our Yellow Pages® and White Pages® print and online directories – http://about.sensis.com.au/sustainability/envir…

]]> By: Seb http://anthillonline.com/yellow-pages-responds-to-hidden-pizza-campaign-critics/#comment-31667 Seb Wed, 02 Jun 2010 20:41:59 +0000 http://anthillonline.com/?p=35446#comment-31667 Nice work Ben, I love how you've capitalised on their marketing! How many conversions did you get from that site as a result? (and not people wanting a free pizza) Nice work Ben, I love how you've capitalised on their marketing! How many conversions did you get from that site as a result? (and not people wanting a free pizza)

]]> By: Will http://anthillonline.com/yellow-pages-responds-to-hidden-pizza-campaign-critics/#comment-31659 Will Tue, 01 Jun 2010 16:40:32 +0000 http://anthillonline.com/?p=35446#comment-31659 Fair dinkum free give-aways will always bring in the punters. <br>Reminds me of a petrol station in Brisbane when Sunday trading was illegal, and bowsers were operated after hours by the 20c "coin operated pump". <br>No need to guess at the length of the queue when the "amount" dial jammed and the bowser dispensed free petrol. <br>No mobiles, no Facebook, no email, just the corner phone booth and then the "word of mouth" spread. <br>So, give me a break. Is this marketing? What does it prove?<br>At least if you had a dedicated phone line and email for a real business, with real trading conditions, then you could talk about REAL numbers, based on real business principles i.e. making a living from a business.<br><br>But then...... what would that show??? Fair dinkum free give-aways will always bring in the punters.
Reminds me of a petrol station in Brisbane when Sunday trading was illegal, and bowsers were operated after hours by the 20c “coin operated pump”.
No need to guess at the length of the queue when the “amount” dial jammed and the bowser dispensed free petrol.
No mobiles, no Facebook, no email, just the corner phone booth and then the “word of mouth” spread.
So, give me a break. Is this marketing? What does it prove?
At least if you had a dedicated phone line and email for a real business, with real trading conditions, then you could talk about REAL numbers, based on real business principles i.e. making a living from a business.

But then…… what would that show???

]]> By: Benjamin H. W. Sheedy http://anthillonline.com/yellow-pages-responds-to-hidden-pizza-campaign-critics/#comment-31656 Benjamin H. W. Sheedy Tue, 01 Jun 2010 02:35:44 +0000 http://anthillonline.com/?p=35446#comment-31656 I set up a simple website:<br><a href="http://hiddenpizza.com" rel="nofollow">hiddenpizza.com</a><br><br>That simply gave the number and address.<br><br>I was a week late to the game (launching April 16th), but I can tell you with very little thought to SEO, google was quick to pick it up. It went number one for "hidden pizza Melbourne" and top 10 for "hidden pizza".<br><br>Had the hidden pizza corporate site (hiddenpizza.com.au) shown the phone number (like any other business would)... I'm not sure many people would have needed to go to yellow pages. I set up a simple website:
hiddenpizza.com

That simply gave the number and address.

I was a week late to the game (launching April 16th), but I can tell you with very little thought to SEO, google was quick to pick it up. It went number one for “hidden pizza Melbourne” and top 10 for “hidden pizza”.

Had the hidden pizza corporate site (hiddenpizza.com.au) shown the phone number (like any other business would)… I'm not sure many people would have needed to go to yellow pages.

]]> By: BrendonWalker http://anthillonline.com/yellow-pages-responds-to-hidden-pizza-campaign-critics/#comment-31655 BrendonWalker Mon, 31 May 2010 23:26:12 +0000 http://anthillonline.com/?p=35446#comment-31655 Biggest beef I have with Yellow Pages is:<br><br>1. Your content is static for a whole year<br>2. The paper phone books are never used by many and go straight in the bin<br><br>You could start doing some good in this world by delivering books ONLY to those who don't exclusively ask NOT to be delivered to. Kind of like a "do not call" register. The "don't waste paper" register.<br><br>:) Biggest beef I have with Yellow Pages is:

1. Your content is static for a whole year
2. The paper phone books are never used by many and go straight in the bin

You could start doing some good in this world by delivering books ONLY to those who don't exclusively ask NOT to be delivered to. Kind of like a “do not call” register. The “don't waste paper” register.

:)

]]> By: Bravo Charlie TV http://anthillonline.com/yellow-pages-responds-to-hidden-pizza-campaign-critics/#comment-31623 Bravo Charlie TV Wed, 26 May 2010 22:34:27 +0000 http://anthillonline.com/?p=35446#comment-31623 This made me chuckle - releasing a mass roll of ceiling camera footage and asking folks to wade in and tag their friends.. it's a far cry from <a href="http://www.serenadingunicorn.com/" rel="nofollow">http://www.serenadingunicorn.com/</a><br><br>Hidden Pizza Restaurant says on FB: Has anyone checked out the video footage at <a href="http://hiddenpizza.com.au/?" rel="nofollow">http://hiddenpizza.com.au/?</a> Make sure you go to the "Inside the Restaurant" section and check the restaurant footage. You can tag yourself and your friends.<br>32 minutes ago · Comment · Like<br><br>An##### no<br>22 minutes ago<br><br>Ca##### forget it<br>22 minutes ago This made me chuckle – releasing a mass roll of ceiling camera footage and asking folks to wade in and tag their friends.. it's a far cry from http://www.serenadingunicorn.com/

Hidden Pizza Restaurant says on FB: Has anyone checked out the video footage at http://hiddenpizza.com.au/? Make sure you go to the “Inside the Restaurant” section and check the restaurant footage. You can tag yourself and your friends.
32 minutes ago · Comment · Like

An##### no
22 minutes ago

Ca##### forget it
22 minutes ago

]]> By: Stephen Ronchi http://anthillonline.com/yellow-pages-responds-to-hidden-pizza-campaign-critics/#comment-31616 Stephen Ronchi Wed, 26 May 2010 17:03:08 +0000 http://anthillonline.com/?p=35446#comment-31616 Thanks for the admiration (I think?). I don't see it as being brave, just open and happy to discuss the ins and outs of what we did. A few quick things:<br>- I've fed your experience with YP online back to our site team. It's valuable feedback thanks.<br>- you might be surprised to know Yellow Pages captures a wide cross section of users as we can be accessed in print, online, mobile etc.<br>- you're spot on re Google: lots start there but Google does not provide the content, it points you in the right direction and we're working hard to put YP listings among the search results. Thanks for the admiration (I think?). I don't see it as being brave, just open and happy to discuss the ins and outs of what we did. A few quick things:
- I've fed your experience with YP online back to our site team. It's valuable feedback thanks.
- you might be surprised to know Yellow Pages captures a wide cross section of users as we can be accessed in print, online, mobile etc.
- you're spot on re Google: lots start there but Google does not provide the content, it points you in the right direction and we're working hard to put YP listings among the search results.

]]>