Ineffective Marketing to Prospective Vendor Members

The website does not present an effective message to potential advertisers capable of convincing them to advertise on the website. The middle section of the homepage is intended to appeal to prospective vendors but it is written from the point-of-view of the needs of Vendorland.ca instead of from the perspective of the needs of the prospective vendors. By contrast, the yellowpages.ca website immediately provides a prominent search engine feature that beckons consumers to enter terms of interest.

Meanwhile, the Vendorland.ca homepage does not even provide a basic search box. It requires web users to click links to search for a web search feature. The obvious consumer-oriented ease-of-use layout of yellowpages.ca serves a dual role: it encourages first-time...

Likewise, the advertisers' page of yellowpages.ca is extremely clean, uncluttered, and presents a high-tech look whereas the Vendorland.ca site looks the way websites looked a decade ago when the Internet first became widely used by commercial businesses. While Vendorland.ca provides information about the company's history, the yellowpages.ca advertisers' page immediately calls attention to the reasons that advertisers will benefit from subscribing. It allows them to explore various different specific interests such as advertising solutions, marketing solutions, and fully integrated promotional concepts that include the most innovative multimedia applications along with traditional print advertising mechanisms.