
For anyone who believes print is no longer viable, today’s panelists made a strong case for not just the current state of their products, but the future as well. From the multiple-platform suite of products provided by Sensis to the finely targeted, hyperlocal directories delivered by HomePages Directories, there is strong growth to be had…providing your business model is focused and disciplined.
Michelle Sherwood, Sensis General Manager Marketing, kicked off her presentation with a “consumer on the street” video clearly demonstrating the variety of ways that customers use Sensis products to find solutions. She went on to say that their business model is a simple one – Usage drives ROI, drives Stockholder value.
This model has worked, generating continued, sustained growth over the past few years. With services that are easily accessible and a strong network approach, they are able to provide buyers with even more choice – including a new iPhone app that is the number three pick of Australian consumers.
Sherwood also pointed out that the ROI debate must shift to leads as the currency of local search, “real leads, not clicks”. And that Sensis has embraced the “loud” approach to communicating the value of their products to consumers, advertisers and analysts.
Abe Andrzejewski, CEO of American Marketing & Publishing LLC/HomePages Directories, followed with an equally compelling story about their journey to success as “a neighborhood/hometown directory – hyperlocal books.”
Andrsejewski suggested that the future of print Yellow Pages is a geo-relevant book, providing strong growth in existing footprints and challenging online and over-scoped directories. In other words, he observed, books with “deep, relevant contact and an absence of irrelevant content coupled with community information at the most local level.”
He advised the group that well-developed local books create the aura of in-group loyalty based on use by consumers and for merchants the opportunity to participate for a low rate, making them a costly mistake to pass up.
HomePages’ sales force has evolved into a highly disciplined, tightly focused group because “a confused sales rep is an ineffectual sales rep – and a confused merchant never buys.”
Abe believes that consumers are currently challenged by the absence of a single dominant, hyperlocal destination for geo-relevant content – and intends HomePages to fill that void.
Strong results bolster both the Sensis and HomePages approach and both groups continue to work to meet the needs of consumers and advertisers.