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Today we’re going to take a look at how Christchurch people and advertisers consume

and use media. We know that nationally 54% 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 26% 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,

one day deal sites 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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86% of people in Christchurch have internet access at home.

So what does that mean for your business? It means your customers now have more

places than ever in which to search for products and services. The internet has opened

up a whole raft of possibilities for consumers to find and hear about your business –

which can be a positive thing, but with so many places to promote your business, and

most likely a limited marketing budget, you need to be armed with knowledge about the

most effective places to spend your marketing dollar.

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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 on our smartphones. 63% of people in

Christchurch own a smartphone, which is higher than the national average, which is

56%.

Half of Christchurch 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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67% of Christchurch 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 Christchurch, 1 in 2 people who searched on Google in the last month

actually contacted a business after they found them online.

That’s 103,000 people making over 7 million look ups a month. These are numbers you

simply can’t afford to miss out on by not being found online – or even worse, not having

an online business presence at all!

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.

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55% of consumers in Christchurch still turn to a Yellow® print directory to search for

businesses, including Yellow Pages®, White Pages® and Yellow® Local. And once

customers know your name, over a third 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

Christchurch 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 Christchurch 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.

Earlier we mentioned that 58% of consumers use a mix of online and offline sources

when searching. It seems Christchurch businesses recognise this because you’re right on

the money with your advertising and promotional choices as 71% of you – and your

competitors - 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. And the great thing is that we’re able to break this down by region or by industry

groups.

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Over half of Christchurch businesses already have a company website, which is a great

first step and at 49% you’re bang on the national average. Of course once you have a

website the work doesn’t stop there. There’s no point having a digital presence if your

customers can’t find you. 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 –

where traffic is coming from, which pages are most popular and how much time – and at

what time – people are accessing your website. If you’re concerned that your website

could be doing a better sales job for you have a 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

Christchurch. 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 Christchurch use these

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

27% of local businesses use the Yellow Pages®, while 25% use the White Pages® and

13% use Yellow® Local. So there’s strong competition here. With a relatively high

presence by advertisers, ensuring you stand out from the rest is essential and making

your contact details, business areas of expertise, opening hours and website address

prominent, could be the difference between being contacted by a potential customer

and being passed over for a competitor.

And because it’s often the printed books that consumers refer to as a first port of call to

research a business, you need to ensure you’re on the consideration list at the beginning

of a purchase journey. We have a range of offers to boost your ad size, or even enable

you to advertise in a different print category for free.

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A presence in a Yellow® digital directory gets you in front of an engaged audience as 32%

of people searching online in Christchurch 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 Christchurch businesses we surveyed planning to spend their marketing

budget in the next year? We’ll focus on digital marketing here as that’s the fastest

growing marketing channel. Our Colmar Brunton study allowed us to get a hint of what’s

to come.

For the 51% 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. Every second person

searching online in Christchurch uses Facebook as an information source every day, so

Facebook is fast becoming an effective channel to not only promote what your business

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

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Today we’ve tried to give you a quick overview of the Christchurch 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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