Competition
Contemporaneously with this in July 2004 Yell announced that they were directly entering the Hull Classified Directory marketplace for the first-time, thereby creating the classic David & Goliath scenario where Yell, as the national Goliath, took on Hull Colour Pages' regional David.
To counter Yell's move into the Hull and East Riding advertising market place, Hull Colour Pages launched the 'Proud to be a Part of Local Life' brand initiative, emphasising the central role in local life Hull Colour Pages has played since 1954.
Despite particularly high levels of advertising spend Yell were not able to gain more than a toe hold in the Hull market place as Hull Colour Pages not only retained customers and revenue but in a positive response to the national threat posed by Yell, introduced new sales strategies that were successful in maintaining and growing the customer base and advertising revenues.
The success of this sales strategy was recognised in 2005 when the Hull Colour Pages sales team was declared 'Sales Team of the Year' at the Data Publishers Association (DPA) Awards and the Hull Colour Pages was highly commended in the Directory of the Year section.
Read more about this topic: Hull Colour Pages
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