On behalf of local.ch, bd consulting came up with a new concept for the phone book. local.ch now achieves around 80% penetration with its phone books, giving it an extremely strong position in the advertising market. To reposition Switzerland’s most widely read book, now more than 130 years old, bd consulting drew up an editorial and advertising strategy combining the strengths of the phone and address directory with the new needs of users and advertisers.
Research-based product development
In March 2011 a workshop involving industry experts, advertisers and users was held to initially sound out people’s needs. Together ideas were developed on what the phone book of the future could look like. The next step was for bd consulting to generate relevant content, which was then tested and concretized in representative focus groups.
Combination of telephone book and local newspaper
The phone book, which is now called Regionenbuch (“local book”), takes the form of a comprehensive work of reference on the entire region. In addition to the familiar directory of phone numbers and addresses, 32 informatively designed pages of editorial content give readers access to specific offerings, services and people in their region. The content is grouped into a number of sections – food & drink, arts & culture, groups & clubs, trades & crafts, and the guide − addressing all aspects of social, cultural and economic life. Editorial stories help create a sense of belonging, and provide a platform for businesses and clubs to present their products and services to new customers and members
F12-Plakat für das Handwerker-Verzeichnis.
Regionenbuch title page
A lot in common: groups & clubs section
Fancy some?: food & drink
As a basis for developing and rolling out the book, market research institute conducted a representative survey in the Kreuzlingen/Weinfelden area. The results are convincing, with almost 80% of those polled saying they found the new book more interesting, varied and exciting than the old version. The range of themes covered means that 78% of users now sometimes use the new phone book several times a week.