Credential
The client
Yell is a leading international directories business operating in the classified advertising market through printed, online and phone-based media in the UK, US, Spain and Latin America.
The brief
Manage the development of marketing communication tools for Yell’s UK sales force of 1600. Supporting the implementation of product and channel initiatives for Yellow Pages directory and Yellow Pages 118 24 7 phone service.
The solution
We provided implementation support for large through-the-line integrated campaigns that included agency briefing and management as well as the development of customer marketing collateral communicating new product bundling initiatives.
Because of Yell’s size the key to success was being able to involve multiple stakeholders across sales and marketing while leading cross-functional project teams. We helped to deliver sales initiatives and new product launch objectives, while providing advice on best communication practice for field and tele-sales channels.
Supporting the sales and marketing interface we managed the delivery of best practice sales and marketing information tools via a user centered design approach. To maximise sales efficiency we developed tools for pre sales preparation and planning, point of sale and sales knowledge management.