We’re in the midst of the YPA Conference, set to conclude on Tuesday. This year’s theme, “Transformers,” centers around changes in the Yellow Pages industry. We all know that print Yellow Pages are declining, which calls for a need to transform. I’m not going to take the glass-half-empty approach. Instead, let’s take a look at some of the prominent figures attending this year’s conference for examples of successfull transformations.

1. AT&T Advertising Solutions: This transformation is hot off the presses. AT&T’s YellowPages.com is the #1 Internet Yellow Pages site. In fact, it recently transformed into YP.com, which is an IYP site that takes local-business information to the next level by mixing a local focus with a search-engine-like feel.
2. SuperMedia LLC: Previously known as Idearc, this company rose from its recent bankruptcy issues with a new brand, a new local focus and a new SuperGuarantee.
3. BIA/Kelsey: Always known as a thought leader in the Yellow Pages industry, this group is now recognized in the digital industry, as well. This is a brand that is truly changing with the times by providing the latest in market research, both in the online and offline worlds.

Like these companies, we’ve also transformed over the past few years. We’ve managed to take our clients to the next level with integrated marketing campaigns that include online and offline solutions.  Although we pride ourselves on the steps we’ve taken to become a leader in the digital realm, the YPA Conference reminds us of where we came from. Great things come from change, and our agency has come to appreciate the lessons that have pushed us to the top of the ranks in online and offline industries.

In fact, YPA today recognized TMP Directional Marketing for our innovation and transformation from print to online. TMPDM won a Gold Industry Excellence Award in the category of “CMR Process Innovation” for our proprietary ClickMaps dashboard-reporting technology. Recognized for innovation, excellence and results, this online tool is an integrated solution that combines campaign-performance metrics from print Yellow Pages and interactive programs in a media landscape rapidly migrating online. In fact, ClickMaps is recognized as the first in the industry for its ability to measure and compare both offline and online campaigns.

ClickMaps allows both clients and account executives to easily track performance, gauge ROI and have full visibility of campaign performance. The portal reports on impressions, calls, clicks, investments and costs per action, with granularity down to the publisher, category and ad levels. Additionally, clients are able to set metrics such as call-/click-to-sales conversions, average sales and margins for identifying their ROI. Finally, this service offsets the traditional reporting method of compiling monthly data manually, which was decreasing client profitability; with the time savings gained from online reporting available 24/7, account executives and clients alike can devote more time to optimizing campaign performance. 

Catch up with us at the YPA conference today and tomorrow.