Directory Competitive Audit

The Dispensary is a new research lab launched by Proximity London in January 2008 ,[object Object],[object Object],[object Object]

Document brief ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Contents ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Media strategy & messaging analysis

BT Phone Book 2006 press campaign ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],July 2006

Bt Phone Book 2007 Outdoor ,[object Object],[object Object],June 2007 January 2007 ,[object Object],[object Object],[object Object]

BT Phone Book 2007 Radio ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Bt Phone Book 2007 direct mail ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],January 2007

Thomson Local 2007 direct mail ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],February 2007

Thomson Local 2007 Radio ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Thomson 2007 Thomson Business Strata ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Thomson Local 2008 press campaign ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],March 2008

Hull Colour Pages ,[object Object]

Google 2007 B2B Adwords banner campaign ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Google Adwords 2008 Radio ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Google Adwords 2008 press campaign ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],August 2007 August 2008

Google Adwords 2008 direct mail ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],February 2008

Google Paid for Search Using Google’s own sponsored listings to promote business products ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Google Paid for Search 2008 Adsense campaign ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Appendix Further insight gained from communications audit

Not using paid for search to target business audience ,[object Object],[object Object],[object Object],[object Object]

BT Tradespace targeting businesses in paid for search ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Competitors and online positioning Directories Search Comparison Sites Search Aggregators

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],BT have diversified online directory positioning with creation of BT Tradespace Source: ComScore May 2008

Thomson Local shifting position as a personal finance comparison site ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: ComScore May 2008

Hull Colour Pages a classified online directory service ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Google's mission is to organise the world's information and make it universally accessible and useful ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: ComScore May 2008

Directory Competitive Audit

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