In fact, in the year ending June 2008 Australian advertisers invest approximately AUD$1 billion advertising with Yellow (Pages) print directories versus something like $700 million with various online search and directories for the same period.

What advertiser’s are forgetting is that Australian consumers have changed the way they search for products and services. Yellow (Pages) print directory may get delivered to over 10 million Australian homes and businesses every year, but the vast majority of people use online search engines like Google to SEARCH.

Today, Australia has over 14 million online users and according to recent research conducted by Ansearch, “each month over 8 million of these users hit one of the various search engines EVERY DAY.”

“And depending upon the source it is generally accepted that between 50-80% of all searches are commercial-in-nature.”

Compare these figures with Yellow (Pages) own published figures of over 7.7 million people using their printed directories to search for businesses EACH MONTH.

Presenting these numbers heavily in favour of online search and with the growing trend for Australian consumers to shop more online makes a very strong argument for advertisers to move all or a good size of their print directory budget over to building their online presence and making sure its more search friendly by investing in Search Engine Optimisation (SEO) and Search Engine Marketing (SEM).

And then there is the COST! Yellow (Pages) advises businesses to go for ‘SIZE, COLOUR & POSITION’ to be noticed, an advertising exercise that may well cost upwards of ten to twenty thousands dollars for a single ad.

And, if an advertiser needed to place ads in all or just a few of Yellow’s (Pages) 6 metropolitan and 49 regional print directories, then this becomes a very costly campaign that can neither be changed or easily measured.

Whereas a SEO campaign identifies where and what people are searching, places your website where people are looking, ability to target multiple audiences and locations and flexible enough to change focus, if required. Depending on the programs complexity and advertisers needs, an SEO campaign start from a few hundred dollars a month and it’s measurable.

Here at Sticky Advertising, 53.45% of all web traffic originates from organic Google searches, 16.68% come direct, 9% Sticky blogs, 3.41% Yahoo, 3.20% Twitter and 1.36% www.yellowpages.com.au (paid).

If you are not convinced of this argument then ask yourself. When did you last use a Yellow (Pages) print directory? When did you last have a product enquiry from someone using a Yellow (Pages) print directory? And how do you search for products or services?

Before you sign-off on the next Yellow (Pages) directory have a good look at the opportunities available to your business via online search. We’d be very happy to show you the number of searches done online around your industry each month and how easy it is to put your business near the top of these searches.

Traditionally advertising budgets are amongst the first things cut when times get tough, but what should you really be doing for your brand and business to ensure you survive and even prosper during an economic downturn?

Interestingly, this crisis comes at a potential turning point in marketing and media history. Traditional media has been declining over the past decade whilst new media options have been on the rise. This situation could be exacerbated by the economic squeeze as marketers spend less on broad brushstroke measures and focus more on measurable results. (For further explanation of this scenario click here).

Despite the mounting fear I believe that the next few years could present smart marketers and their clients with excellent opportunities for growth and increased market share. Here’s how:

Focus on your brand. Consumers stick with brands they know and love, especially when it matters most. Downturns are the best time to build on your brand, not ignore it. While many of your competitors will instinctively batten down the hatches and hope for the best, you should be investing in a stronger brand recognition. Its a time to really focus on what your brand stands for and to communicate that very clearly.  Consumers will be drawn to confident brands.

Better mainstream media value, less clutter. The traditional media were already feeling the pinch and now they are rapidly warning of much lower expected earnings. As nervous advertisers walk away, the media will be increasingly desperate for your dollars. Its a time to negotiate well and maintain a strong media presence. There will be less clutter and more opportunity for frequency. Perfect for your re-focused brand.

Cut back on non-essentials. One area you should be looking to cut back on is peripheral marketing spends. These are the local sponsorships, calenders, random press call for advertorials and supplier funded campaigns and all those other little things that add up to a big waste of money at the end of the year. Just focus on the essentials.

Stand out where consumers are searching. Google is the new Yellow Pages. Most consumers are now researching or even shopping online. They decide what they want, then they start Googling it to find the company who will sell it to them. Will they find you when they do? If you are not on the first few pages of Google then your chances of winning their business are very slim. Good search engine optimisation is absolutely essential for the modern business.

If you haven’t invested in a strong online presence then now is the time. Experts are predicting that marketers will be rushing online to achieve more measurable results during the downturn. If you haven’t established a presence there then your competitors will be winning the business while you twiddle your thumbs.

Build stronger relationships with your customers and prospects. You can do this easily in your day-to-day transactions with existing customers, but online presents another opportunity to steadily build your brand awareness and relationships with potential customers. It can start with your website and the amount of information you are willing to provide, and then continue with regular e-Newsletters and updates.

Social networking sites and tools allow you to monitor, communicate with and assist customers in various ways. Progressive companies like Zappos (USA), Masi Bicycles (USA) and Common Wealth Credit Union (Canada) have employed social media technique to grow their businesses and improve customer relations, with spectacular success. Significantly, this doesn’t have to be an expensive exercise and can be very measurable.

Conclusion

• Focus your brand proposition

• Communicate it carefully but wisely in mainstream media

• Build a strong online presence

• Optimise your online presence for search

• Build relationships both off and online.

The businesses that follow this formula will be in a stronger position to survive and thrive during the downturn. They will increase their chances of growing market share and brand awareness against more timid competitors. Sure, its not going to be a time for crazy spending, but an investment in brand and your digital future should pay big dividends.

Veronica has been fantastic to work with, and so patient in dealing with our creatives whims over the years. She will be missed by everyone here.

Please join us in wishing Veronica all the best for the future.

We’ll have another Craig manning the books for a while now…Craig Whitton. Welcome Craig.

A year and a half ago, an online conversation between two marketing professionals in the U.S. and Australia evolved into a collaborative writing effort by more than 100 bloggers from nine countries, including Craig Wilson, that created a book called The Age of Conversation. The project raised nearly $15,000 for Variety, the international children’s charity.

Following the success of the first book, which was published in the summer of 2007, Drew McLellan and Gavin Heaton, organizers of the first project, have now published Age of Conversation 2, which compiles written thoughts on the role of conversation in marketing today from 237 marketing professionals who blog in the U.S. and 15 other countries. This time both Craig and Gordon have chapters in the book.

Pricing for The Age of Conversation 2 is:

* e-book: US$12.50 ($10.00 going to charity)
* paperback book: US$19.95 ($8.02 to charity)
* hardback book: US$29.95 ($4.60 to charity)

Purchases can be made online from October 28, 2007 at www.lulu.com/ageofconversation.

Its both exciting and scary.

The day is an introduction to social media platforms, technology and philosophy for the management of Companion.

Companion Credit Union recently launched a new logo which was chosen by their community and a blog site wearelistening.com.au. The campaign was created by Sticky, but more importantly embraced by Companion, and their members.

You can follow the social media training conversation on Twitter with tag #wearelistening

Approximately 25 hours per week.

The position is for an immediate start (December) on a two month contract with possibility of becoming permanent part time thereafter.

Minimum qualification required is Diploma of Advanced Accountancy.

Media knowledge would be beneficial but not essential. Minimum 5 years experience.

Please send applications via email to Craig Wilson enquiries@stickyads.com.au

But it was what happened to the family in the row ahead of me that had everyone talking and smiling.

Turns out that little Mathew was flying on his 11th birthday. The VirginBlue staff knew this and took the time to deliver him a small gift of sweets and personally wish him a Happy Birthday. He was grinning like a split watermelon.

At the end of the flight the stewardess announced Mathew’s birthday over the PA and he received a round of applause from the passengers. We all walked off smiling.

But it was Mathew’s mother who was really impressed and told everyone in earshot, including the staff, “This is so much better than Jetstar!”

Doesn’t take much does it?

VirginBlue have gained a foot hold in the Australian airline market by Zagging when everyone else was Zigging. Good service versus arrogant contempt, fun versus boring and stiff, lower rates, wishing a child Happy Birthday when most airlines wouldn’t give the time of day.

Mark Chenery writes: “If Barack Obama wins the Presidential elections in the US on 4 November the effects on Australian marketing will be profound.”

Mark credits Media Hunter for the articles inspiration using Craig’s examples of Obama social media ventures as its foundation.

“Craig Wilson of Sticky Advertising recently wrote an excellent post on his Media Hunter blog detailing some Obama’s social media ventures.” writes Mark.

Both of these articles beg the question; if social networking is such a phenomenon, what effect will an Obama win have on brands in Australia?

The light filled open space provides a fresh and interactive office for the Sticky staff with fun dedicated spaces for ‘Sticky Thinking’, the ‘Sticky Café’ and the swanky new boardroom where ‘Sticky Presents’!

Our new street address is Suite 4, 101 Hannell Street, Wickham.

The voting campaign kicked off the credit unions unique marketing campaign ‘We’re listening’, with the voting rapidly coming to a close.

The Companion ‘We’re Listening’ campaign has integrated traditional media channels with newer social media technologies to attract new members while still taking into consideration the expansive age group of the current members.

The new Companion logo as voted by its members will be unveiled at the Annual General Meeting on 12th November.

In an industry where it is easy to become just another number, Companion is giving its members a feeling of ownership. “The credit union is really owned by the members and therefore we decided we should invite them to actively participate in helping us decide our future direction” said Ray O’Brien, Chief Executive.

Staff were also encouraged to vote for their favourite new logo, “Next to the members, the staff at Companion are an integral part of our organisation. Therefore we also wanted to ensure that they were a part of our process to refresh our corporate image” said Mr O’Brien.

Check out:  HYPERLINK “http://www.wearelistening.com.au” www.wearelistening.com.au.

Social Media Campaign, integrating traditional media channels with newer social media technologies.