As an innovative way of promoting its Yellow Pages and Yellow Frontdoor, its magazine-styled directory focused on home improvement and decorating, Yellow Pages Group New Zealand is now the main sponsor of New Zealand’s largest home show as reported by New Zealand’s Thread Magazine. Within the environment of a slowing real estate market and the focus on green building and renovation, YPG-NZ’s decision to sponsor this event is well timed.
Marketing Director Kellie Nathan says YPG-NZ’s sponsorship of the Auckland Home Show is a natural fit. “Yellow plays a key part in getting the job done for many renovators and home enthusiasts. Yellow Frontdoor, our exciting magazine-style directory, the second edition of which launches at the home show, is particularly designed with the home and garden market in mind. This year’s Yellow Auckland Home Show is building up to be the biggest yet, with impressive stands and exhibitions of all manner of home products.”
At most home shows, visitors are overwhelmed by brochures and business cards that often get lost or forgotten. By tapping into this show, YPG-NZ offers a single source of information and contact details of the vendors in attendance. This is a great way not only to promote the vendors but also reinforce a practical application of directories and the benefits of Yellow Frontdoor.
At The Kelsey Group, we have been counseling directory companies to find innovative ways of reinforcing the value of the product and tying in with new audiences to potentially build usage and the desire to keep the directories they receive each year. Approaches like this will be discussed at TKG’s upcoming Directional Media Strategies conference in Atlanta and specifically on the panel Reconstructing Print Yellow Pages. New approaches to marketing and Yellow Pages content and design will also be discussed, making this an important discussion for the industry.