The Yellow Pages book is no more, moves to digital

As of 1 April 2018, Yellow Pages will be the Go-to-Market Brand, the Employer Brand and the Master Brand. While Trudon will remain the holding company, it will no longer be market facing. This is a result of months of market research which showed that there is a high affinity to the Yellow Pages brand, which has been in our lives for over 50 years.

Many South Africans remember the trusted, Yellow Pages books that landed at our gates – our go to when we needed repairs or services. The one place we could find anything and anyone we needed. The issue has arisen though, that in an increasingly digital world, these books, while remembered with fondness, searching for information digitally is fast becoming the new norm.

As of April the Yellow Pages will have a new look and feel, including a new logo, new brand positioning, and most importantly, a new strategy to increase its foot print with younger and digitally savvy audience. This includes existing clients, with offerings of bundled digital products and potential customers with offerings of self-registration and the greater opportunity to be found.

As part of this, the Yellow Pages is also re-launching its app which will eventually see over 100,000 small and medium businesses registered. This means that the convenience of the old days is now available at your fingertips. The Yellow Pages App, like the book, is a database of local service providers you could possibly need in your day to day life – from plumbers to electricians and restaurants and financial institutions.

The app features a chat function which allows consumers to chat directly to potential suppliers in real time. The app also allows a consumer to see average costs as well as ratings and reviews of previous work done. All of these features mean this platform guarantees that your search will yield a find without you having to scroll through numerous pages.

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Papi Mabele

Papi Mabele has a marketing background, he is a digital marketing expert with extensive experience in launching and building global brands in the emerging markets. Papi is also an avid tech writer, enthusiast and all round tech junkie. As a freelance writer and analyst he has been numerously published in Popular Mechanics (SA), GQ South Africa, Premier Magazine, Driven Magazine, Bloem News, Courant, The Weekly, Enthooze Magazine and PiE magazine amongst others.