National Yellow Pages Marketing Programs

Certified Marketing Representative

Certified Marketing Representative (CMR)

National Yellow Pages Marketing Programs (NYPMP) is a Certified Marketing Representative (CMR) providing coordination of print yellow page advertising programs. As a single source provider, NYPMP represents yellow pages publishers in the United States, Canada, Mexico, Puerto Rico, Singapore, Thailand and the US Virgin Islands. Additionally, we coordinate the planning, implementation and management of internet yellow page (IYP) programs with national, regional and local telecommunications providers as well as independent IYP companies. In addition to our market research capabilities used to formulate advertising programs, we offer artwork creative services, business office record management, billing with proof of publication and numerous account management reports.

Internet Yellow Pages (IYP)

NYPMP provides coordination of IYP programs designed to reach target markets as identified by the advertiser. Program coverage areas may range from city and county coverage to national coverage. Services include search engine and IYP marketing, web site creation, complete management reporting capabilities including call tracking, e-mail tracking and coupon tracking.

The Process

First and foremost there must be a complete and concise understanding of the advertisers’ service area, available services and budget parameter.

Zip Code Radius reports are used to determine those yellow page directories that are distributed within a specific radius of the advertisers’ service area as defined by postal zip codes. This report identifies both utility and independent publishers while providing essential information such as directory close and publication dates, population coverage distribution figures and select advertising rates.

Tear Page studies are conducted on all viable directories as identified by the Zip Code Radius Study. This allows for a complete review of competitor’s current advertising programs and how these competitors are using this medium to foster business. As a result, this information allows for implementation of priority placement strategies for our clients.

Directory coverage maps, demographic profiles and consumer analysis are all part of the Basis of Estimate process.

Technical Approach

Technical capabilities include all aspects of yellow page file maintenance, electronic transmission of advertising orders and artwork directly to publishing companies and numerous customized management reports. Our clients yellow page advertising programs are maintained on the “Advantage” system which facilitates advertising order transmission, on-line reporting and the production of essential management reports. Reporting capability includes monthly close date schedules, account summaries, cost analysis, rates and data files, regional summaries, billing management reports and advertising order confirmation.

NYPMP provides our clients with the capacity to manage their individual advertising programs on-line. Parent companies may access this data as well providing them with current data for their entire system. Capabilities include receiving automatic notification of directory renewals via e-mail, current order review, artwork review, directory coverage and usage figures and access to numerous management reports.

Customer Satisfaction

Our commitment to product quality and effectiveness is an integral part of our mission. Product quality is monitored and maintained by being an active member of industry organizations such as the Association of Directory Marketers and the Yellow Pages Association. As members of these groups we are able to represent our clients at the highest levels in the industry. We regularly conduct and attend round table discussions and industry related symposiums and seminars. Our feedback to these organizations regarding product quality and effectiveness is both solicited and appreciated.

Product effectiveness is crucial to the advertiser and can be measured in a number of ways. We prefer annual planning sessions with our clients to review outcomes based on call statistics, referrals and monitoring by independent providers. Based on our findings, we then discuss additional opportunities that have been proven to enhance the effectiveness of a yellow page advertising program. Additionally, publishers offer special programs designed to track call volume called metered ad programs. Our commitment is to ensure the advertiser is represented in their target market, in a professional cost effective manner, while providing the calling public with the most current and concise information available.

Quality assurance is best achieved by beginning the advertising program review process well in advance of the directory deadline as established by the publishers. This arrangement allows the client ample time to discuss goals, objectives, personnel changes, a new services and ad copy while allowing the account executive time to respond to all requests or concerns.
Prior to submitting advertising programs to the print publishers or IYP provider, the client is given the opportunity to ensure correctness by reviewing the advertising order, ad copy and business office record updates. Approval must be given by the client prior to any advertising program being submitted for publication.

Ultimately, customer satisfaction is the benchmark by which we are measured. NYPMP actively seeks out customer satisfaction levels through proactive calling and follow-up by our Operations Manager and Vice President of Sales.

Additional Information

The adage “Bigger Is Not Always Better” certainly applies to Certified Marketing Representatives (CMR’s). We have all experienced a decline in customer service as a company grows larger than its capacity to take care of its clients. Soon the quest for increased sales and a better bottom line becomes the primary goal while the quality of customer service declines. Personal attention gives way to voice mail and automated telephone systems leaving the customer unattended, discouraged and ultimately dissatisfied.

As a family owned business, National Yellow Pages Marketing Programs is committed to providing the best customer service possible. We continually educate our staff as to the value of responsiveness, dedication to the client and product knowledge. While most CMR’s possess similar capabilities concerning program placement, management reports, artwork design, and market research etc., we consistently exceed our customer’s expectations and needs. Our clients receive quick responses to telephone calls, faxes and requests for documentation and expect program accuracy and availability of knowledgeable personnel. The willingness of our employees to go beyond what is routinely provided by our competitors gives testimony to the fact that the vast majority of our clients are as a result of referrals from current clients.

Our account executives have a combined total of over 100 years experience working with regional Bell companies. This positive working relationship with publishers across the nation help us strategically develop national programs, negotiate late order requests and handle other urgent issues that may impact our clients advertising effectiveness. By using our internal resources, we are able to develop competitive, comprehensive advertising programs while avoiding potential problems that might otherwise result in published errors.