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Today we’re going to take a look at how Bay of Plenty people and advertisers consume

and use media. We know that nationally 55% of Kiwis use a mixture of print and online

sources to search for products and services, but each region has its differences and

insights that make it a unique place to do business.

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Kiwis use multiple sources to search. You can’t afford to put all your marketing eggs in

one basket, and when you’re planning your marketing strategy and budget for the year,

you need to ensure you also have a mix of both media too.

Online is definitely an important part of your media plan, and in fact when you add up

the 20% of consumers who ONLY use digital resources to search, that’s a massive 4 out

of 5 people who use online searches e.g. Google, company websites, digital directories

etc. as part of their search process.

But print is incredibly important, and it’s the cornerstone of your offline presence and

promotion. In addition it’s an integral part of driving customers to view your online

presence.

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79% of people in the Bay of Plenty have internet access at home. How does this

compare to the rest of the country?

Auckland and Marlborough have the highest internet penetration with 88% of people

having internet access at home, while at the other end of the scale, Wanganui has the

lowest rate with 72%. So Bay of Plenty is definitely high in terms of digital sophistication.

So what does that mean for your business? The internet has opened up a whole raft of

possibilities for consumers to find and hear about your business.

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We can now access information, check work emails and research or even buy products

and services while we’re out and about. 46% of people in Bay of Plenty own a

smartphone, which is only just slightly less than the national average, which is 54%.

Almost a third of Bay of Plenty smartphone owners use their mobile devices for much

more than calling and sending text messages. They are connecting with their social

networks, surfing the internet for news and information, shopping and making

purchases. This means you need to tailor your marketing channels to capture these

captive mobile users.

Research has shown that 67% of smartphone users are more likely to make a purchase

with a mobile friendly site than a non-mobile friendly site and 79% of people will avoid

shopping and purchasing at sites they consider difficult or slow on their smartphone.

Luckily now at Yellow every website that we build for a customer is optimised for

mobile. So if your website or ecommerce site isn’t optimised for mobile traffic, you could

be losing potential customers and sales.

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63% of Bay of Plenty consumers use Google every month. But what you might not

realise is that once customers find you on Google, there’s a high chance they’ll contact

your business. In the Bay of Plenty, 1 in 2 people who searched on Google in the last

month actually contacted a business after they found them online.

That’s 50,000 people making over 3.7 million look ups a month. These are numbers you

simply can’t afford to miss out on by not being found online.

If you’re looking for simple, quick and cost effective ways to get online, Yellow can help.

We can get you started with a digital directory listing, get you up and running with your

own website, and to complement both of these, especially if you have a physical address

a Google My Business listing can get you found in Google location searches AND direct

traffic to your website. Simply contact us after the webinar if you’re interested in a

marketing consultation.

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Around half of consumers in the Bay of Plenty still turn to the Yellow Pages® to search

for businesses. And once they know your name, 41% of people in your region pick up

the White Pages® section and look for your contact details.

Print is often the first port of call during a consumer’s search process, which is why it’s

essential to a) be found, and then b) to direct people to find out more about you. If you

have a website, you need to put the URL in your ad to direct people there.

But having a presence in the Yellow® print directories now has an even better benefit.

Every ad now appears in our new Yellow Pages® eBook.

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Tablets are an ideal medium to view the Yellow Pages® eBook, which is an electronic

replica of the Yellow Pages. It's laid out exactly like the print version of the Yellow Pages,

but in a handy electronic format.

With the Yellow Pages eBook your customers can zoom into your ad to make it easier to

read. And they can also click straight through to your website and email addresses,

meaning you they can share business information with their friends. And because word

of mouth and referrals is so important to Kiwis and is a strong source of leads for NZ

businesses, this functionality will get your business found by more people.

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When it comes to online directories, Yellow® has the NZ market covered. Around 60% of

digital directory visits are to Yellow’s top 3 directories – Yellow® Online, White Pages®

Online and finda.

And when Yellow Online searchers find you they buy. 1 in 2 Yellow Online searches in the

Bay of Plenty then go on to make a purchase. That could be with your business!

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So we’ve covered off what your customers in the Bay of Plenty are using to research and

make informed purchase decisions. Let’s now take a look to see whether businesses like

yours are putting their marketing money in the right places, that is, the places where

consumers are actually searching.

Remember earlier we mentioned that 58% of consumers use a mix of online and offline

sources when searching. It seems Bay of Plenty businesses recognise this because 65%

of you are using both online and offline marketing methods.

We know this because last year Yellow ran research to help us understand what

advertising NZ businesses are using now – in terms of offline and digital. We also asked

them what kinds of promotion businesses are intending to use in the next 12 months or

so.

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Over half of Bay of Plenty businesses already have a company website. But once you

have a website the work doesn’t stop there. At Yellow® our digital marketing consultants

work with our customers on strategies to get customers to their website. We talk about

two phases of increasing traffic:

The first is Buying traffic through Search Engine Marketing or Google AdWords – for a

short term burst of activity. To take on a running analogy, we liken this to running at a

sprint.

The second is building traffic through SEO or Search Engine Optimisation – for longer

term and more consistent activity. And if we go back to running, this is more of a

marathon approach.

If you have a website with Yellow® we provide monthly reporting which shows you how

much traffic you’ve had to your website and all websites we sell come with free Google

Analytics which you can access at any time to see how your website is performing. If

you’re concerned that your website could be doing a better sales job for you chat to us

at Yellow® and we can help you optimise your website through SEO, get some traffic

with Google AdWords, or we may recommend an overhaul of your entire website.

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We’ve already seen the strong usage numbers for Yellow®’s print directories in the Bay

of Plenty. If that wasn’t enough reason to have a listing or display ad that stands out

above the rest, the fact that many other businesses in the Bay of Plenty use these

directories means you need to think carefully about your print strategy.

36% of local businesses use the Yellow Pages®, while 34% use the White Pages® and

30% use Yellow® Local. So there’s strong competition here. With such a high presence by

advertisers, ensuring you stand out from the rest is essential.

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A presence in a Yellow® digital directory gets you in front of an engaged audience as 37%

of people searching online in the Bay of Plenty used a Yellow® online directory in the last

month.

And for those who may be a bit reluctant to dip their toe into the digital water, a priority

digital directory listing with plenty of relevant content is a great first step into the digital

world.

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How are the Bay of Plenty businesses we surveyed planning to spend their marketing

budget in the next year?

For the 46% of you who don’t have a website, getting a company website is your first

priority.

Social media is also going to be big in the next year with 23% of you intending to

promote your business through sites like Facebook and Twitter. And with 2.5 million

users nationwide, Facebook is fast becoming an effective channel to not only promote

what your business does, but to get word of mouth working for you.

The good news for those websites that aren’t being found is that 22% of Bay of Plenty

businesses intend to use SEO and 21% will purchase Google AdWords in the next year.

18% of you will get a digital directory listing to get started with being found online.

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Today we’ve tried to give you a quick overview of the stunning Bay of Plenty region and

how people are searching for information, as well as how businesses like yours are

promoting themselves.

One of Yellow’s strengths is that we offer a complete media solution for your business

that can really target your customers in the places they search. We can get you online

quickly and easily with one of our website products and a digital directories listing and

then once that’s done we can help drive traffic to your website through Google AdWords

and Search Engine Optimisation. And of course our trusted print directories are in high

usage in your region and print display advertising also drives traffic to your website,

encourages customers to pick up the phone and increases your revenue. Plus we’ll even

measure how your advertising is going so you can monitor your advertising’s

effectiveness to ensure you’re getting the best value from your advertising dollars.

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Email us at yellowwebinars@yellow.co.nz if you would like further details on any of the

information you’ve heard today.

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