sensis on the future of print directories
DESCRIPTION
Sensis' Michelle Sherwood sharing her thoughts on the future of print directories at the Kelsey DMS09 conference. According to Michelle, the future is REAL - Relevant, Easy, Accountable and Loud.TRANSCRIPT
Print 2013 and beyond: The future is REAL
Michelle SherwoodGeneral Manager, Marketing
Sensis Pty Ltd
Our strategy has delivered results
Yellow Pages(R) print last 7 day usage, age 50 and under*
Apr
-Jun
07
Jul-S
ep07
Oct
-Dec
07
Jan-
Mar
08
Apr
-Jun
08
Jul-S
ep08
Oct
-Dec
08
Jan-
Mar
09
Apr
-Jun
09
FY Print and Online directory revenue
FY07 FY08 FY09
Print directories Online directories
* Roy Morgan Single Source Australia. Base Australians aged 14 - 50
SalesEffectiveness
Usage
A simple business model underpins our growth
The future is REAL
Buyers Sellers
Relevant Print portfolioPrint usability
Ad models
Easy NetworkService
EducationSales excellence
Accountable Sustainability Measurement/ROI
Loud PromotionPR
Value storyCommunications
Potts Point*• English at home: 59.4%• Unemployment: 3.9%• Income: $921/week• Couple no child: 80.8%• Flat, unit or apartment: 90.2%
Liverpool*• English at home: 26.2%• Unemployment: 12.3%• Income: $332/week• Couple no child: 26.3%• Flat, unit or apartment: 51.5%
Relevant: In Sydney… one main book, nine locals, one in the car and a midi to come
* Australian Bureau of Statistics. 2006 Census Dictionary
Easy: A network approach is critical
Accountable: We need to change the ROI debate
• Make leads the currency in local search– Real leads, not just clicks
• Metered ads are critical
• But we need to measure everything:– Every part of the network– Every type of lead:
• Phone calls• Walk ins• Emails• And clicks as well
Loud: Turn up the volume onour value, successes, and future
Thank You