Sensis on the future of print directories
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Sensis on the future of print directories

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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.

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.

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Sensis on the future of print directories Sensis on the future of print directories Presentation Transcript

  •  
  • Print 2013 and beyond: The future is REAL Michelle Sherwood General Manager, Marketing Sensis Pty Ltd
  • Our strategy has delivered results * Roy Morgan Single Source Australia. Base Australians aged 14 - 50
  • A simple business model underpins our growth Sales Effectiveness Usage
  • The future is REAL Buyers Sellers R elevant Print portfolio Print usability Ad models E asy Network Service Education Sales excellence A ccountable Sustainability Measurement/ROI L oud Promotion PR Value story Communications
  • Relevant : In Sydney… one main book, nine locals, one in the car and a midi to come
    • 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%
    * 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 on our value, successes, and future
  • Thank You