industry consumer choice overview may 2, 2011. legislative trends in opt-in / opt-out yellow pages...
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INDUSTRY CONSUMER CHOICE OVERVIEW
May 2, 2011
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Legislative trends in opt-in / opt-out Yellow Pages Consumer Choice Program
Why its important Media coverage Promotion
Distribution – other half of the equation Successful case study: Seattle, 2011
© 2011Yellow Pages Association - No use without prior written authorization
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2007 Legislative Activity
First Introduction
Second Introduction
Third Introduction
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2008 Legislative Activity
First Introduction
Second Introduction
Third Introduction
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2009 Legislative Activity
First Introduction
Second Introduction
Third Introduction
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2010 Legislative Activity
First Introduction
Second Introduction
Third Introduction
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2011 Legislative Activity
First Introduction
Second Introduction
Third Introduction
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Legislative Activity Summary
First Introduction
Second Introduction
Third Introduction
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From 2007 to 2011
STATE: 23 statewide legislative attempts in 16 states
from 2007 to 2011. Zero have passed. MUNICIPAL:
18 municipal attempts in 15 cities. 3 have passed: Albany, NY Stamford, CT Seattle, WA
CURRENT THREATS: San Francisco, CA; Cambridge, MA; Cleveland, OH;
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Industry Consumer Choice Site
One-stop shop for consumers to opt-out of unwanted directories or customize their delivery options
Simple, easy to use process endorsed by the industry
Launched February 1, 2011 167 publishers participating, representing 99+
% of domestic distribution 73,947 users registered and 352,860
directories opted out of since launch Average time to complete session is 3 minutes
© 2011 Yellow Pages Association - No use without prior written authorization
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Yellowpagesoptout.com
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Yellowpagesoptout.com
52404
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Yellowpagesoptout.com
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Yellowpagesoptout.com
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Yellowpagesoptout.com
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Yellowpagesoptout.com
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Yellowpagesoptout.com
Email confirmation
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Advantages of an Industry Site
No cost to local governments or taxpayers Industry library of directory covers provides
better clarity of choice for the user Industry site ensures the data fields are in line
with publishers’ systems Personal information protected Industry is recommending all publishers include
URL on front cover of directories National program = greater awareness, more
usage
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YellowPagesOptOut.com in the News
“Sick of the Yellow Pages? Opt
out”
“Yellow Pages opt-out is quick, easy”
“You can now opt out of receiving the Yellow Pages”
“Website lets you opt-out of Yellow Pages delivery”
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EVERY MARKET IS NOW UNIQUE1,000 Different Markets=1,000 Individual Market Needs
Environment / Legislation Littering Perception / Public Image Opt-outs / Refusals Target Segmentation vs. Saturation Strategy for Multiple Unit Dwellings
Targeted Business Verification Inventory Control Reduced Number of Books/Bus Customer Service Active members in Recycling
AssociationsYesterday Today
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We are all in this together
© 2009 Yellow Pages Association - No use without prior written authorization
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• Field manager must know the intricacies of their markets• Revised independent contractor video, training, and compensate for
quality• Importance of honoring opt out requests / door hanger• Importance of not delivering vacancies• Avoid lobby drops / follow special delivery instructions
• Directory sweeps where necessary• Notify municipalities before delivery starts
• Give no reason for a city or municipality to doubt our operations
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Opt-Out Process
Opt-out flagging in delivery routes On facing sheet & range page Listing specific
Regular – no books, receives door hanger
Escalated – no books or door hanger
Apartment do not delivers Notification letter to Post Office
and individual for mailed routes711 of our markets have 100 or less opt outs!
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Success Story - Seattle, WA
Plan: Militant Approach/1 strike rule for independent
contractors Spot Checks/Routes swept using GPS technology Exchanged sensitive opt out requests with Dex Picking up Competitor directories No lobby drops. Used letter for apartment
managers
Outcome: Picked up 5,758 books (avg. of 8.86bks/route ) Picked up competitor books at vacant
houses/apts (between 1,500-2,000 competitor books picked up which also includes books from sweeps)
Contractors took pride in their work This year’s DRDC’s: .41 per 10,000 physical
deliveries Delivery complaints almost non-existant
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Environmental
Member of 32 key state recycling associations
Serve on YPA Environmental Council Active in Colorado Product Stewardship
Council Develop recycling programs in select cities Track phone book and plastic bag legislation Developing additional markets for out of
date directories
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Facebook place holder
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The Team That Delivers!