Idearc filed for bankruptcy recently (not unlike many big businesses, they’re experiencing problems). Not because people aren’t using directional media in print anymore. To the contrary, baby boomers; a growing segment of the population, uses yellow pages more than the ‘youth’ demographic and this growing retiree demo will continue to grow over the next decade or so.
Neg Norton of InsideYP blog comments on how the restructuring will help Idearc turn things around:
When Idearc completes its reorganization, I think it will be well positioned to achieve strong financial results. The company has a new strategy in place and, combined with a more suitable capital structure, should be around for a long time to come.
I have to hand it to the thinkers at Idearc however, they’re using the consumer’s desire for stability, reliability and guarantee when it comes to hiring service providers for certain categories of work. The economic crisis that we’re undergoing is a perfect time to try out their guarantee. Take a look at the sample ad below. I’ll probably post a couple of others after I’ve reviewed them.
Of course this campaign won’t bring them out of the dulldrums of a bk (the reorganization is designed to do that), but it shows they’re thinking and in the game to win the hearts and minds of the consumer. It brings more value to their brand because it brings value to the consumer…and advertisers in these categories will find benefit from advertising online with Idearc. If the Superpages site gets more traffic (wakie wakie Idearc SEO’s…I’m talking to YOU 
) then the success will spread from the “Superguarantee Categories” to other well trafficked categories.
Here are the categories that are covered under the Superguarantee. Think its a game changer for Idearc or at lest a game starter? If so, why….and if not, why not?
UPDATE: edited out a few spelling errors.
Tags: idearc superguarantee, IYP, yellow pages
I think it’s a great idea.
Unfortunately, I missed the YPA conference this year, but I’ve enjoyed reading some of the commentary on Malcolm Gladwell’s speech.
So, in that context, it seems to me that this is a great way for Idearc to assume the role of maven. It differentiates Idearc from something like a Google search - they aren’t just ‘passing on’ the information, they’re standing behind it.
And, since I’m currently having a bit of a tracking obsession… I hope Idearc supports this with comprehensive tracking for the participating advertisers - so they can demonstrate the value add they provide by standing behind them.
It was Idearc’s convention this year. Banners were out in force and the Superguarantee resonated with several things I heard in the conference with respect to “trust”. I do know that Superpages has analytics on their site for advertisers, I saw a snapshot of it in the SEMPO workshop.
thanks for stopping by.
Pretty Cool!!!
love…mom