Yell.com supports UK Trade associations with launch of new advertising scheme - 20 January 2004
Yell.com is supporting the role of trade associations and their members across the UK with the launch of a unique online advertising tool. The Corporate Advertising Scheme (CAS) offers businesses the chance to promote their services on a Yell.com page dedicated exclusively to accredited members of their Trade Association.When a www.yell.com user searches for a business within a relevant classification, a new ‘CAS’ link will appear above the search results. This link will lead to a results page dedicated to the association selected, e.g. CORGI (Council for Registered Gas Installers), the Federation of Master Builders, Institute of Plumbing or the Painting and Decorating Association. In addition to listing accredited members, Yell.com will also describe the association – further helping users to make a confident and informed choice of supplier.
The CAS proposition builds on an existing successful scheme that has run in Yellow Pages directories since 1987. According to research (Abacus 2002), 86 per cent of Yellow Pages users said it increased their confidence in the competence of the business if they appeared within a trade association page.
Ian Bowen-Morris, head of marketing at Yell.com, said: “Yell.com is offering a fantastic opportunity for businesses looking to increase the number of leads they generate. As we’ve seen through our experience with the product in Yellow Pages, CAS opens up a highly efficient and effective means of communicating with an advertiser’s target audience.”
Ian Bowen-Morris added: “ CAS will also provide real benefits for SMEs which are becoming more comfortable with Internet advertising. SMEs recognise the value of linking their web sites or enhancing their listings on directory sites of trusted brands which generate relevant consumer traffic.”
CAS is the latest advertiser product available from Yell.com. The website’s focus is on bringing buyers and sellers together and helping consumers find what they want, when they want it. In September 2003, www.yell.com received 51 million page impressions.
