Dex Media Offers Clients a Comprehensive Marketing Program

Salem, MA—July 2003—Print and online Yellow Pages directory publisher Dex Media was looking to offer its business advertisers more than just space. If Dex could help its core of retail and trade advertising clients more effectively use its services, those customers would view the directory company as a valued partner and remain loyal. The King Fish solution was an Inc. branded advertising kit, with a focus on the fundamentals and on the benefits of Yellow Pages advertising.

 

"Dex Media was looking to offer it advertisers a marketing kit with real value," says King Fish's Director of Sales and Marketing Brad Ketchum III. "The kit had to offer more than a few tips; Dex Media wanted to offer information that would help these clients run their marketing programs more effectively, while bolstering the advantages of its directory advertising. Our solution was a kit that would help Dex Media's retail and trade clients focus on marketing fundamentals, including modules on building a comprehensive marketing plan, creating effective advertising and how Yellow Page advertising can work in concert with the overall advertising plan. Initially, we rolled the kit out to about 5,000 advertisers. Our follow-up research found that the kit was working well to position Dex Media as a valued partner for its customers and we extended the rollout to more than 25,000 advertisers."

 

About King Fish
King Fish develops unique, groundbreaking Private Media campaigns, allowing our clients to deliver fresh, targeted content to their customers through media designed to fit their specific communications needs. Our media solutions range from newsletters and four-color, advertising-based magazines to e-newsletters, website development, seminar development and much more.

 

Private Media is a unique method used to structure your communication strategies. It is a broad-ranging and customizable way to reach our client’s customers through, yet not limited to, relationship marketing, custom publishing and lead generation. These tactics make Private Media highly effective in reaching the ultimate goal of creating an affinity-based customer community for our clients.

 

The King Fish team has developed and launched communications programs for a diverse base of clients, spanning an array of industries. Use this link (www.kingfishmedia.com) to view samples of electronic and print work done for ATG, Bank of America, Cendant, CMP, Conn-Selmer, 3COM, Maine Times, PC Connection, Shaw's, Veterans Business Network and others.

 

About Dex Media
Dex Media, Inc. is the parent company of Dex Media East LLC and Dex Media West LLC. Dex Media, through its subsidiaries, provides local and national advertisers with industry-leading directory, Internet and direct marketing solutions. As the exclusive, official publisher for Qwest Communications International Inc., Dex Media publishes more than 270 directories in Arizona, Colorado, Idaho, Iowa, Minnesota, Montana, Nebraska, New Mexico, North Dakota, Oregon, South Dakota, Utah, Washington and Wyoming. As the world's largest privately owned incumbent directory publisher, Dex Media generated approximately $1.6 billion in revenue and published and distributed 45 million print directories and 670,000 CD ROMs in 2002. Its Internet directory, DexOnline.com, receives more than 85 million annual searches.

 

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