Posts Tagged ‘Sensis’

Day 2 at LSA|14 features speakers from Bing, Google, JiWire, PlaceIQ and more!

Tuesday, April 8, 2014

You saw the exciting activities, events and Idea Labs set for Day 1 of our 3-day jam-packed event, April 27-29 in SoCal.  Now let’s take a look at some of the highlights for Day 2 of LSA|14:

Main Stage Sessions

  • Kristen Coit, Head of Directories and Web Hosting (Google)
  • The Cross-Screen Opportunity (Mobile Media Summit, Digitaria)
  • Making it Easy for Small Businesses (Bing)
  • Measuring Real World Results from Mobile Ads (xAd, JiWire, PlaceIQ, YP)
  • National Advertiser Perspective (VCA Animal Hospital)
  • How Digital Offers & Couponing Help Customers Find Locations (Street Fight, Retale, Wanderful Media)
  • Global Leadership Panel (YP, Sensis, Zap Group, Trudon Ltd., Radicle Consulting)

For a list of all the sessions and descriptions of each, visit the Agenda Page.

New Member/Partner Member Yacht Cruise (invitation only)
This exclusive networking event will take place on board the Ambassador yacht for a few hours of cruising the coast.  Sponsored by Thrive Analytics and Local Market Launch, this will be a great way to make new connections while taking in the beautiful scenery of Southern California.

Findability: Discovery and the Real Value of Content in Local Search
While enjoying breakfast, hear about the differences between consumers looking for a specific branded product, service or provider versus consumers looking without a product, service or provider in mind. The latter is how the vast majority of searches take place and represents a true growth opportunity in local search online and also the vast majority of the searches taking place. Local Market Launch will explore what content is important, how to produce it, who in or outside the organization should produce it and where it should be distributed to address this market opportunity.

For more details, visit our Agenda Page – and if you haven’t already done so, register now for LSA|14!

Industry Transformation – Opportunity for Success

Wednesday, March 6, 2013

Today’s guest blogger, Paul Plant of Radicle Consulting has over 30 years of experience in directive media and advertising.  He launched Radicle Consulting in March 2010, and has acquired a diverse client portfolio, which he advises on all aspects of organizational and transformational change. He previously spent almost 20 years in senior management at Yell Group, in key marketing, sales and strategic operational positions in both the U.K. and U.S.

I read with interest Neg Norton’s recent blog, which makes reference to Sensis and Solocal (formerly PagesJaunes). His post reminded me of one of ice hockey legend Wayne Gretzky’s great quotes – when asked to explain his extraordinary talent, Gretzky is quoted as replying, “Skate to where the puck is heading, not where it is now.” His quote is a metaphor that many major companies would do well to heed.

The Sensis case study is a sage, and indeed sad, lesson for others to be mindful of, for here is a publisher that failed to grasp the opportunity, despite having more advance warning and insight than any of its peers.

Australia, by being so far removed geographically from the rest of the world, has typically been three or more years “behind the trend” with regard to what else is happening within the industry. Sensis was still growing print revenues as recently as 2009, while most of its global peers were by then facing up to the inevitable consequences of new consumer behaviours brought about by disruptive digital change. Its print business, both white and yellow, held up revenues and high margins for longer than any other publisher. Yet, when the inevitable migration away from traditional media came along, the company was unprepared. Even today, more than 70% of Sensis’ revenues come from print, while digital sales are heavily reliant on the reselling of Google Adwords.

Another worrying factor is that circa 40% of Sensis’ income has traditionally been derived from large premier and national account customers. And as these started to slash their print spend, Sensis simply did not have the digital product inventory available to compensate for the decreases.

Sensis still operates as a division of its Telstra telco parent, which perhaps in part explains its situation, for the telco has not viewed the directory publisher as a strategic asset, and continues to milk the business for its profits. New Sensis MD John Allan certainly has his work cut out if he is to turn the company around.

Solocal (PagesJaunes) did not have the luxury of the crystal ball that Sensis had yet failed to use. That said, they still had the foresight, vision, and courage to embrace the undeniable shift towards new digital products and media solutions.

It will indeed be fascinating to listen to Solocal President & CEO Jean-Pierre Remy at the forthcoming LSA Conference in Las Vegas, when he explains the PagesJaunes success journey from traditional directory publisher to thriving modern digital media provider.

As Industry Transforms, Opportunities for Success

Monday, March 4, 2013

Recently, I’ve watched with interest as many of our members have continued to take bold steps to transform their business models from traditional print publishing to innovative local search offerings.

Just last month, Sensis announced plans to restructure its workforce to meet changing needs and opportunities. The Yellow Pages publisher in Australia eliminated some backroom and management roles, while adding 50 new jobs at a new digital customer service management center.

Implementing this new strategy is not easy, but it is necessary. I was particularly impressed by how John Allan, Sensis’ managing director, described it:

“Until now, we have been operating with an outdated print-based model — this is no longer sustainable for us. As we have made clear in the past, we will continue to produce Yellow and White Pages books to meet the needs of customers and advertisers who rely on the printed directories, but our future is online and mobile, where the vast majority of search and directory business takes place.”

The approach Sensis and many other industry players are taking is one that Solocal (formerly known as PagesJaunes), the Yellow Pages publisher in France, has already pursued – and with great success. That’s why I’m pleased that Jean-Pierre Remy, president and chief executive officer of Solocal, will serve as the keynote speaker at our 2013 annual conference, “Search Starts Here.”

Jean-Pierre led the remarkable transformation of the company from a traditional print publisher into one of the world’s most progressive local search companies. Today, Solocal reaches 90% of French consumers through its portfolio of print, digital, mobile and social products and ranks as one of the top 10 global companies in terms of online revenues, with 59% of its approximately $1.5 billion annual revenue coming from its digital offerings.

There are significant lessons we can all learn from Solocal’s transformation and Jean-Pierre’s leadership. For more information and to register, visit our conference website today.

Sensis Asks App Developers: How Will You Survive the Zombie Apocalypse?

Tuesday, May 8, 2012

Sensis, the Australian local search provider, is incentivizing app developers to create innovative apps to promote its business listings. The company, which launched an API service (or SAPI) for its Yellow Pages listings and advertising content, is encouraging developers, entrepreneurs and designers to create viable apps through a new SAPI Bounty Program. The program’s first content asks developers to create an app that helps consumers survive the “inevitable zombie apocalypse.”

Sensis asks:

  • How will you survive and thrive during the inevitable zombie apocalypse?
  • What should you have prepared?
  • What do you need to know when the walking dead come looking for brains?
  • How do you make your way in a post-apocalyptic world?

Sensis is awarding $2,500 to the developer with the best app based on originality, usability and design, effectiveness, back story, and SAPI integration and use.

Entrants are encouraged to submit their app idea by May 24 at developers.sensis.com.au. What great idea to tap into the current craze for the walking dead!

Australia’s Sensis Is First Major Directory Publisher to Go Carbon Neutral

Monday, August 15, 2011

In a major step in our industry’s ongoing sustainability efforts, Sensis, the Australian Yellow Pages provider, announced last week that it is the first major directory publisher in the world to go carbon neutral.

Sensis received the certification from the Australian government’s NCOS Carbon Neutral Program after reducing carbon emissions across its range of technology and information services, according to an article in ProPrint. The company has made a significant investment in renewable energy, cook stoves, heat recovery and biomass projects as part of the program.

In announcing the achievement, Sensis chief executive Bruce Akhurst, “We made a commitment to take responsibility for the environmental footprint of our products voluntarily and ahead of the majority of Australian business community.” Akhurst said the company’s Yellow Pages and white pages print and online directories are now among Australia’s largest carbon neutral products.

I applaud Sensis on this great achievement, which is representative of major efforts across our industry to improve the sustainability of our products. In recent months, we’ve highlighted sustainability and consumer choice activities across major Yellow Pages companies, including SuperMedia, Yellow Pages Group, AT&T, Valley Yellow Pages, Dex One, and Yellowbook. I look forward to our continued progress on this front.

Local Search Roundup: Sensis + Yelp, AT&T Daily Deals, Dex One Management Offering, Google+

Friday, July 22, 2011

Here are some of the stories making news in the local search space this week.

Sensis Enters Exclusive Partnership with Yelp

Sensis, the Australian Yellow Pages company, announced a partnership with Yelp that will integrate Sensis’ Yellow Pages local business listing data into Yelp and leverage Sensis’ local sales force to launch and embed yelp.com.au into the Australian market. The partnership will also enable Sensis to syndicate Yelp content, ratings and reviews to yellowpages.com.au, Yellow Pages mobile and the Yellow Pages iPhone application. This is the latest in a growing trend of innovative partnerships between Yellow Pages companies and local search sites.

AT&T’s Daily Deals Offering Launches

Screenwerk reports that AT&T’s YP.com has launched its Deal of the Day offering in Atlanta, Dallas/Ft. Worth, and Los Angeles. Those who sign up can receive deals online, via mobile, and by e-mail. AT&T joins a variety of local search companies, including Facebook, Yellow Pages Group, Yellowbook and SuperPages, in providing a daily deals and/or coupon offering connect advertisers and consumers.

Dex One Launches Reputation Management Service

Dex One introduced a reputation management offering to help customers better manage and protect their online presence. The service allows advertisers to monitor their business listings, reviews and mentions on major search engines, directories and social media platforms. An online dashboard displays graphs, charts, and consumer content related to a business, and offers ways to manage and improve visibility and reputation in four key areas: competition, reviews, social media and visibility.

Google+ Surpasses 10 Million Users

Google+, the new social networking service from Google that is receiving widespread media attention, announced that it had attracted more than 10 million registered users. But there was initial concern about the site’s ability to keep users interested after Experian Hitwise, an online measurement firm, reported the site attracted a small 1.8 million total estimated visits last week. We’ll definitely be keeping a close eye on Google+ and how we can leverage this new platform for local search.

The Chi of Hidden Pizza

Wednesday, May 12, 2010

We asked Wayne Aspland, group manager of corporate positioning at Sensis, to share some further thoughts on the Yellow Pages Hidden Pizza campaign in Australia.  The campaign has attracted a fair amount of attention in the media and among bloggers, prompting discussion about how Yellow Pages advertising works in tandem with social media.  Wayne elaborates on some of the points raised in this guest post.

Call me a violent thug, but one of my favourite films is Stephen Chow’s beautifully farcical 2005 epic Kung Fu Hustle.

In it, The Beast, who is the world’s (as it turns out, second) greatest kung fu master – and a thoroughly nasty chap – dishes out the beating of all beatings to our hero, Sing. In fact, he pulps Sing so badly that he inadvertently releases Sing’s chi flow and turns him from a street beggar cum wannabe gangster to ‘The One’ – a kung fu master capable of feats that would bring tears even to Chuck Norris’ eyes.

And that’s saying something when you consider how tough Chuck Norris is (check out www.chucknorrisfacts.com if you don’t know what I’m talking about).

In other words, in attacking Sing, The Beast actually helped him.

In a roundabout (okay, very roundabout) way, Sensis’ recent Hidden Pizza campaign has sparked a not dissimilar joust in the local search industry.

Last week, YPA’s Stephanie Hobbs used a Search Engine Land article to explain how many Yellow Pages companies (including Sensis) are focused on providing integrated solutions to advertisers at a time of fragmentation in media consumption.

The theory goes that by giving companies the ability to advertise not just in Yellow Pages print but in online, voice, mobile and in other sites like search engines – all in the one bundle – you help them get searched for in more places, more easily.

Along the way, Stephanie’s article referenced Sensis’ recent ‘Hidden Pizza’ campaign as an example of how Yellow Pages continues to deliver considerable advertiser value.

And that’s where the fun begins.

You see, there’s been a bit of disquiet about this campaign in certain sectors of the digital industry.

As a spin off of this, Stephanie copped a bit of flak for her Hidden Pizza mention.

And that’s fair enough. We’re all adults here (even if we do love whacky kung fu films).

But what I find priceless about these particular attacks is that in trying to discredit Hidden Pizza, they actually did a beautiful job of proving Stephanie’s core point. That:

“a multi-platform approach makes the most sense for local business advertising—it realizes the benefits and opportunities available across all forms of media, whether they’re in print, online or on mobile.”

On the one hand, the critics of Hidden Pizza claim that by restricting the contact details to Yellow Pages, you’ll get a high percentage of Yellow Pages responses.

But, on the other, they show graphically how word of the campaign did, in fact, get out.

The end result being a pizza restaurant with whopping great queues of hungry patrons, 70% of whom came from Yellow Pages and the rest from social media and other sources.

To me, the conclusion is pretty plain. Yellow Pages works – both as a powerful advertising medium in its own right and as a part of the broader media landscape as well.

People today are searching for local businesses in Yellow Pages print, online and mobile as well as other media. So the prime position for businesses is to be searchable across as many of those channels as possible.

Which is precisely what Stephanie is advocating and precisely what the Yellow Pages industry is working to deliver.

Thanks for your criticism guys. We appreciate your support.

Sensis: ‘Traditional and Digital Together is Far More Powerful Than Digital Alone’

Wednesday, May 5, 2010

Earlier this week, I shared an article I wrote for Search Engine Land that talked about the importance of multi-platform advertising in generating new leads for local businesses.

Today, I’m happy to see that our Australian member Sensis—which I cited in the article—also shares my view that generating local business visibility across various channels increases the opportunity for meaningful results.

In a post on the company’s blog, Speaking Sensis, Wayne Aspland discusses two recent studies which show that despite common perceptions, both digital and traditional media usage are up recently. As he explains, increases in online usage have not come at the expense of traditional usage – instead, digital and traditional usage have grown together.

Given this data, Wayne argues that “we should put an end to these phony media wars and start realizing we’re all in this together…because, clearly, that’s what consumers (and advertisers) want.”

I couldn’t agree more. Here’s the link to Wayne’s post.

The Importance of Multi-Platform Advertising

Monday, May 3, 2010

In my Search Engine Land article posted today, I talk about how in today’s digital world, the most successful local search campaigns are those that create integration and leverage audiences across technologies.

Just last week, we blogged about findings from a recent Sensis “free pizza” campaign which found that when consumers need to locate local business information, the majority turn to Yellow Pages’ various offerings.

That’s why a multi-platform approach, championed by our industry, makes the most sense for local business advertising. It realizes the benefits and opportunities available across all forms of media, whether they’re in print, online or on mobile.

To read my full Search Engine Land article, click here.

Sensis ‘Free Pizza’ Campaign Shows: When it Comes to Finding New Business, Yellow Pages are Still 70% of the Pie

Monday, April 26, 2010

Over the past few months, we’ve released new data that reinforces the ongoing value of print and Internet Yellow Pages to local businesses. Now a new advertising campaign by Sensis, an Australian Yellow Pages provider, shows that when put to the test, our findings match up closely with the real world.

As The Australian reports, Sensis opened a new Melbourne restaurant, the Hidden Pizza Restaurant, in the basement of an alleyway earlier this month. Flyers distributed in the local area, as well as the restaurant’s website and Facebook page, offered a free pizza to consumers who could find its location during a two week period. The restaurant’s blog told consumers to, “just look us up the way you would any other business.”

Data collected during the campaign, which concluded April 25, found that of the 8,000 consumers who located the restaurant, 70% found their way via a paid Internet Yellow Pages listing, through paid search engine listings that Sensis placed, or from a print Yellow Pages directory (which were delivered shortly before the campaign began). Blogs, social media, and other forms of word-of-mouth accounted for the other 30% of customers, the company said.

We’re very encouraged by the results of this campaign, which we believe illustrate the strength of Yellow Pages’ multi-platform advertising model in driving real leads for local businesses.

For more, read the full The Australian article here.