Fiducial | We help your business grow and be profitable.

by Stephen Parezo

June 27, 2005—In a move designed to bolster its marketing efforts, Fiducial has entered into an alliance with TMP Worldwide to be its preferred supplier for Yellow Pages advertising. TMP, the world’s largest Yellow Pages agency, will become Fiducial’s one-stop supplier for creating, maintaining and monitoring print Yellow Pages campaigns.

“TMP is an acknowledged leader in Yellow Pages advertising programs with excellent marketing support and will allow both our company offices and franchisees to better understand where their advertising programs should be placed and where clients come from,” said Joe Crossney, Fiducial’s director of systems support and development.

Crossney says having an alliance with TMP is essential because for years much of the marketing support in Fiducial’s Yellow Pages advertising programs has been missing. TMP has been in business for over 30 years and operates placement services in more than 70 countries.

“In these times of shrinking budgets it’s more important than ever that we understand where to place our advertising budgets,” he said. “TMP takes the time to understand our company offices and franchisees and their communities of interest, thereby allowing us to make more informed decisions as to which Yellow Pages books to place advertising.”

TMP also offers a keyed ad program that allows Fiducial, on a limited basis, to actually track the calls resulting from specific ads.

Don Stoppenbach, director of new business development for TMP, indicated that the plan for the Fiducial account is to analyze its markets to realign advertising efforts so they reach some of the highest concentration of potential clients.

“We want to spend advertising dollars where the people are most likely to utilize your services,” said Stoppenbach. “That will come about out of the current customer base.”

As a Certified Marketing Representative, TMP is unaffiliated with any other general advertising agency or publisher so it can offer the advantage of independent advice and recommendations. Their exclusive Directory Order Transmission Systems (DOTS) provides data in a variety of formats designed to suit a host of budget management purposes.

Separating Fiducial from the pack

From the franchisee side, TMP offers YPConnect, an online management tool that gives franchisees the ability to go online anytime they want to review their ad program. They can customize and have full access to all aspects of the directory program along with market specific data and mapping for a variety of geographical parameters.

The key to TMP’s efforts for Fiducial is separating it from the rest of the pack. Going through Yellow Pages advertising these days, Stoppenbach says, is like walking through the grocery store.

“Once you’re in the aisle, everyone else is vying for eye time,” he said. “We’ve got to develop an ad so the Fiducial ads speaks more to the clients. Once we get people in the Yellow Pages, we have to develop a creative to differentiate them from the masses.”

Scott Bartlett, TMP’s director of marketing, noted that Yellow Pages were the first search engine available of its day available to consumers.

“As it branched out into different formats it still is very strong and used by media for determining where to spend their dollars,” said Bartlett.

When customers are doing some vital fact finding they often reach for a Yellow Pages directory. Users are less prone to remember a phone number of a company but Bartlett says “they’ll remember the name.”

Research shows that Yellow Pages users are affluent, highly educated people that are “using it as a research tool with dollars to spend.”

Stephen Parezo is the Media Manager for Fiducial.

Whatever your small business needs, your Fiducial tax and financial professional can analyze your situation and recommend an appropriate action plan. To locate a Fiducial office nearest you on fiducial.com, see the Zip Code Locator located in the upper right hand corner of the page. Do you have a particular topic that we should be writing about that can help your business? Please send your suggestions to: stephen.parezo@fiducial.com.

DISCLAIMER
Although we do our best to provide our users with useful and accurate information on our web site, we do not update this information which is derived from sources believed to be accurate. Users must understand that information presented does not serve as an endorsement of any particular company or individual and that this information changes frequently and is subject to differing interpretations. Users are hereby advised that they are responsible for ensuring that the facts and general advice obtained from our site are applicable to their specific situations and should discuss their specific tax, business, financial, and legal matters with pertinent professionals.