Business Profile
Watch out Yellow Pages, Thomson Local and BT Phonebook, this business has got your number.
Mother and son team Sue and Stuart Carver have launched Yellowtom.co.uk/Newbury, a local business directory offering consumers discount and money saving vouchers for their favourite companies in Newbury, Thatcham and Hungerford.
Yellowtom.co.uk is a franchise business started in the UK in 2007. Yellowtom.co.uk/Newbury is the latest addition, launched this January.
“People are very sceptical when it comes to online directories – I was,” said Stuart Carver. “In my previous role as a marketing manager for a local company, we would quite often get calls asking us if we wanted to be listed on various websites and I would turn them down. I invested in a Yellowtom franchise because of its credibility and offers advertisers incredible value.”
Sue Carver added: “Yellowtom’s web marketing partner is WebCertain – one of the leading search engine optimisation agencies worldwide. The company’s managing director, Andy Atkins-Krüger, is invited to speak around the world on search engine optimisation. He personally leads Yellowtom’s web marketing team.”
So what does this mean? Unlike other business directories, Yellowtom is optimised in a variety of ways so advertisers get more exposure online. Key terms are picked up by the search engines via the business categories, for example wedding dresses, but also for long-tail searches such as tiaras, bridesmaid dresses, pageboy uniforms; basically any other search a consumer may do.
Businesses are also promoted offline. Advertisers go onto an A4 leaflet which is sent out to 10,000 local homes, which is included in the initial charge, with the option to go in additional drops at a cost of 1p plus VAT per leaflet- printed, delivered and distributed.
“Customers love Yellowtom,” Stuart Carver continued. “They regularly receive leaflets and use coupons to get money off through their door and online. This helps drive traffic back to the website and spread the word of Yellowtom further. It also helps catch those that may not have a computer at home, like the elderly.”
This makes Yellowtom.co.uk/Newbury a marketing tool in tune with the buying needs of the public in mind, allowing businesses to showcase their products and services on and offline and help to drive footfall, through the vouchers. Consumers could save hundreds of pounds by simply logging on, finding the offers they want and printing them off. There is no sign-in process, and no need to enter your personal details. Simply log on, surf, and save.
Stuart Carver said: “Market research shows that offering consumers money off or a discount is the best way to generate a trial for a new customer, and gives them a reason to buy now.”
Sue Carver added: “It’s a popular idea. In the last 12 months, internet searches in the UK have risen by 47.5 per cent, but it tends to be national companies offering these vouchers and discounts. Yellowtom.com lets local businesses compete with the national companies for the customers in their local area without the need of a huge advertising campaign or extensive marketing know-how.
“One may think all of this know-how would cost a fortune, but we have a range of packages to suit every budget, from a free online summary upwards.
“The majority of our customers spend just £5 plus VAT a week for the online and leafleting option making the business very affordable.”
Stuart Carver concluded: “Because of this, we see Yellowtom as an ideal opportunity for established businesses and new start-ups alike, and we look forward to speaking to business owners in West Berkshire over the coming weeks and months.”
To find out more simply visit www.yellowtom.co.uk/Newbury, or contact Stuart Carver on 07832 436653 or via e-mail at stuart.carver@yellowtom.com
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