I remember coming home to a large booklet dropped in front of my doorstep. What looked like an enlarged bible was the one and only monthly Yellow Pages issue. Those were the days where my family had to flip through pages to find the phone number for the pizza delivery, or for when we wanted to see the latest deals in town. This era is a time of terror for Yellow Pages, where smartphones and instant messaging has taken over page flipping to find information. What I thought to be a dying brand, Yellow Pages has made a comeback this Black Friday season.
Yellow Pages is introducing a new campaign, “Shop the Neighbourhood” to help digitize local retail. This campaign is aimed to encourage local shopping by supporting small businesses. Participating stores receive free advertising on Yellow Pages’ website and app for consumers to find shopping deals. In this day and age, most shopping is done online; therefore, Yellow Pages is going back to their company roots with this new initiative. They are providing a method for consumers to flip through local shopping deals, but just on a new online platform. They are keeping with their original concept but changing with the trends in order to stay relevant.
It’s truly refreshing to see a large brand help small businesses reach larger audiences. By giving them the opportunity to go digital opens many doors for the small business, as they are able to gather insights and data from their consumers- crucial to the success of their business. I am excited to see the results of small businesses with the help of a bit of digital presence.
