It was just recently announced that Yellow Pages Group have purchased two online properties to expand their online advertising products; Clear Sky Media Inc., owner of RedFlagDeals.com, PriceCanada.com and Scarlett Lounge and; acquired an ownership interest in 411 Local Search Corp. This is further proof that management at YPG are preparing for the eventual demise of their printed directory.
The Yellow Pages Group have been scrambling over the last year to battle against the plummeting advertising sales traditionally captured in their printed directories. Realizing the book is more a door stop than a reference guide, they've had no choice but to quickly develop an online strategy to remain relevant in the age of new media.
The actions of YPG are clearly reactive based on the shift in dollars from print to online. Business owners must move with caution in trusting the expertise of YPG when it comes to selling services online. In fact, they may be out and out lying to companies in their recent approach.
I've spoke with quite a number of businesses over the last two months, identifying a major confusion in the marketplace when it comes to the relationship between the Yellow Pages Group and Google. These business owners are being told by YPG sales reps that they have a "partnership" with Google. This is far from the truth.
YPG have made a "strategic agreement" with Google to resell their AdWords program. This is not a partnership, and should not be communicated as such. Any person can open their own AdWords account and manage this auction for keywords. Yellow Pages, because they have always focused on local markets, have chosen to take on this management for their clients as part of a package when selling ads in their printed directories. In my mind, this is just smoke & mirrors for YPG to come across as providing more than they are. I know for a fact that in my local market, it was only this year that the sales reps for YPG were trained on how to manage AdWords programs to add it to their selling mix. A 2-day course doesn't produce experts in the field of online marketing.
What happens in the future with YPG is still up in the air. They are very new to online marketing. My message to business owners is invest your money elsewhere in other media this year. Allow YPG some time to get their direction clear and some experience under their belt.
Monday, February 22, 2010
Thursday, February 4, 2010
Have Your Read the Business Plan for Destination Winnipeg?
I have a friend that works over at Destination Winnipeg. We got to talking about the mandate of the organization, and its relation to many of the development projects going on in Winnipeg. I was unclear on whether Destination Winnipeg is focused more on economic and business development or tourism. Therefore I thought I'd go through the website to get a better understanding.
It was clear to me after reading through areas of their website that they are in fact responsible for both. Quite a task for an organization that receives very little funding support from both levels of government in Manitoba. Naturally, I was curious how they would plan to execute two very different mandates? So...I went to read their business plan from 2007 - 2009. What did I find?
What I found was exactly the same information that I found on the website. There was no measurable plan of action. Simply regurgitation of who they are, what they do, what they don't do, and who they work with and won't work with. There is no execution strategy anywhere in the document. Allow me to share some examples:
In the "Strategies & Actions" section, they list the following:
- Increase “earned media” to help increase awareness of the city in external
markets through publicity on positive developments and city attractions
How will they do this? Its mentioned no where. Is it PR's? I sure hope its not through their promotional videos. Though very well produced, most of them have barely cracked the century mark in viewers.
- Attract group travel to Winnipeg through targeted packages to our primary
regional market. New focus is on youth and women group markets that offer
growth opportunities.
What are the primary regional markets? What is a targeted package? How will you communicate/advertise to these markets? What media will be used? How will you know if its successful?
The list goes on.
I challenge anyone reading this blog to go to Destination Winnipeg's website; read the business plan, and then please respond to let me know if I'm just going crazy and can't comprehend what I'm reading, or if in fact the business plan is simply stating what they do as opposed to how they will actually do it.
On a side note, you can now book your hotel rooms through their website. I'm sure the hotels - who Destination Winnipeg is supposed to be helping fill vacancies for - are quite happy to now have to pay them a percentage if a room is booked through the DW site. Hmmm...let's help the hotels by cutting their margins. Brilliant.
It was clear to me after reading through areas of their website that they are in fact responsible for both. Quite a task for an organization that receives very little funding support from both levels of government in Manitoba. Naturally, I was curious how they would plan to execute two very different mandates? So...I went to read their business plan from 2007 - 2009. What did I find?
What I found was exactly the same information that I found on the website. There was no measurable plan of action. Simply regurgitation of who they are, what they do, what they don't do, and who they work with and won't work with. There is no execution strategy anywhere in the document. Allow me to share some examples:
In the "Strategies & Actions" section, they list the following:
- Increase “earned media” to help increase awareness of the city in external
markets through publicity on positive developments and city attractions
How will they do this? Its mentioned no where. Is it PR's? I sure hope its not through their promotional videos. Though very well produced, most of them have barely cracked the century mark in viewers.
- Attract group travel to Winnipeg through targeted packages to our primary
regional market. New focus is on youth and women group markets that offer
growth opportunities.
What are the primary regional markets? What is a targeted package? How will you communicate/advertise to these markets? What media will be used? How will you know if its successful?
The list goes on.
I challenge anyone reading this blog to go to Destination Winnipeg's website; read the business plan, and then please respond to let me know if I'm just going crazy and can't comprehend what I'm reading, or if in fact the business plan is simply stating what they do as opposed to how they will actually do it.
On a side note, you can now book your hotel rooms through their website. I'm sure the hotels - who Destination Winnipeg is supposed to be helping fill vacancies for - are quite happy to now have to pay them a percentage if a room is booked through the DW site. Hmmm...let's help the hotels by cutting their margins. Brilliant.
Friday, January 29, 2010
Winnipeg Free Press Has It In For Katz
Call me naive Winnipeg, but isn't a newspaper supposed to provide an unbiased opinion to its readers on what's happening in both their local communities and to global events? If this is believed as truth, than how is it that every headline, picture and story that includes Mayor Sam Katz is either questioning his integrity, showing him to look conniving or leaning the reader to vote against him?
Today's front page of the Winnipeg Free Press was a prime example to the hate on they have for our Mayor. "Katz vulnerable?" is the headline, showing a picture of Sam that looks like it was taken after giving blood...tired and weak.
For anyone who's had the pleasure of actually talking with Sam one to one, as opposed to forming opinions based on his portrayal in the Free Press, you'll know the passion he has for this City and for Winnipeggers. For anyone who reads the Winnipeg Free Press on a regular basis, you'll know that they'll publish whatever sells advertising as they continue to diminish in content and revenue.
Today's front page of the Winnipeg Free Press was a prime example to the hate on they have for our Mayor. "Katz vulnerable?" is the headline, showing a picture of Sam that looks like it was taken after giving blood...tired and weak.
For anyone who's had the pleasure of actually talking with Sam one to one, as opposed to forming opinions based on his portrayal in the Free Press, you'll know the passion he has for this City and for Winnipeggers. For anyone who reads the Winnipeg Free Press on a regular basis, you'll know that they'll publish whatever sells advertising as they continue to diminish in content and revenue.
Wednesday, January 20, 2010
CentrePort Team Return to Winnipeg
The team of 30 delegates representing the proposed CentrePort Canada project have returned to Winnipeg from their five-day tour of inland ports in Mexico and the U.S. The big question on the minds of many Winnipeg business people, "So what?"
I don't mean to be cynical, but I just can't help myself. When asked about the purpose of the trip, Diane Gray was reported as saying, "We have a large network of stakeholders that all want to see CentrePort succeed. There is no better way to impress on them what we can be in the future than for all of them to see first-hand what success stories look like." Hmmm.... Is it just me, or would you not hope that the team heading the development of Winnipeg's inland port would already have visited an inland port some time in the past? Maybe even conducted some business with these ports once before? Minus Barry Rempel, CEO of the WAA, my guess is the other 29 have not.
Before leaving, Chris Lorenc was quoted as saying, "the trip signals to the rest of the world that CentrePort is open for business," but is it? Do Mexico and the U.S. represent the world? My guess is that beyond the hands they shook during this inland port vacation, that no one else really knows about it. Even right here in Winnipeg, you ask the average person what CentrePort Canada is and most confuse it with the Airport expansion. The CentrePort team better hurry up and paint a bus to run up and down Portage Ave. to educate the market. We all know this seems to be the lead marketing initiative for most major events happening in the 'Peg.
I've had the pleasure of talking with a lot of Winnipeg business leaders regarding Winnipeg's inland port. The confidence in this project from most I speak with is equal to an impotent man starring in his first porno movie. Semi at best.
I do agree with what Dave Angus said upon his return, regarding the importance of creating a greater awareness to the project. I'm really curious what the strategy will be to accomplish this.
I want nothing more than this to succeed and to wipe the memory of Winnport clean from the minds of all whom it disappointed, both locally and abroad. It's our turn Winnipeg! Let's get this right... we have to. This city and its people deserve it.
I don't mean to be cynical, but I just can't help myself. When asked about the purpose of the trip, Diane Gray was reported as saying, "We have a large network of stakeholders that all want to see CentrePort succeed. There is no better way to impress on them what we can be in the future than for all of them to see first-hand what success stories look like." Hmmm.... Is it just me, or would you not hope that the team heading the development of Winnipeg's inland port would already have visited an inland port some time in the past? Maybe even conducted some business with these ports once before? Minus Barry Rempel, CEO of the WAA, my guess is the other 29 have not.
Before leaving, Chris Lorenc was quoted as saying, "the trip signals to the rest of the world that CentrePort is open for business," but is it? Do Mexico and the U.S. represent the world? My guess is that beyond the hands they shook during this inland port vacation, that no one else really knows about it. Even right here in Winnipeg, you ask the average person what CentrePort Canada is and most confuse it with the Airport expansion. The CentrePort team better hurry up and paint a bus to run up and down Portage Ave. to educate the market. We all know this seems to be the lead marketing initiative for most major events happening in the 'Peg.
I've had the pleasure of talking with a lot of Winnipeg business leaders regarding Winnipeg's inland port. The confidence in this project from most I speak with is equal to an impotent man starring in his first porno movie. Semi at best.
I do agree with what Dave Angus said upon his return, regarding the importance of creating a greater awareness to the project. I'm really curious what the strategy will be to accomplish this.
I want nothing more than this to succeed and to wipe the memory of Winnport clean from the minds of all whom it disappointed, both locally and abroad. It's our turn Winnipeg! Let's get this right... we have to. This city and its people deserve it.
Friday, January 8, 2010
Is SEO the fastest growing market in Winnipeg?
Search engine optimization or SEO is quickly becoming common speak among business owners in Winnipeg when looking at where to allocate their precious dollars for marketing. For those who've heard the term, but still do not fully understand the process, here is a simple explanation.
SEO is the process of placing a company's website top of the search engines such as Google or Yahoo, for keywords that a consumer would type in when looking for a product or service. In the past, the Yellow Pages provided consumers a quick reference point when locating a business categorized by their industry/service. Now, over 85% of people just Google what they need and normally choose among the top few websites that first appear on the search page to fill their need.
Since its the job of an SEO company to position their clients in a place of high visibility, you'd naturally assume that an SEO company that is any good would accomplish the same for their own website. Therefore, I typed in "seo Winnipeg" to see who came up as the leader. I found Fresh Traffic Group and decided to call them to talk with someone there about this growing industry in Winnipeg's business community.
President Jerry Booth was gracious enough to take time out of his day to answer a few questions.
Me: "Can you give me a sense of the competition in your industry?"
Booth: "When I chose to open shop in Canada, I chose Winnipeg based on a business partner I had worked with for the past 5 years that lives just outside the city. When we launched there were about 3 other companies that offered SEO services... today there are over 190."
Me: "Wow! How has this effected your business?"
Booth: "Its created a serious watered-down effect. The market in Winnipeg are quite confused as a whole on what true SEO work looks like. Its not just a matter of putting a few titles and tags in the code of your website or writing blogs and tweeting. Most the companies in this city have limited experience performing true SEO, and are simply capitalizing on the knowledge gap of the average business owner. In fact, a major ad agency in the city openly admitted to me they don't know what they are doing, and when I asked why they offer the service, they said they're in it for the money."
Me: "That seems a little scary."
Booth: "It is. In fact, I've sat down with almost every major ad agency in this city offering our assistance in SEO. We are not a traditional marketing company, so often we will partner with agencies to manage the SEO portion of their client's marketing mix. There was tremendous interest in each meeting I attended; however, all that's materialized since is a new tab on these agencies websites now offering SEO to their clients. Whether they can deliver is another matter."
Me: "Is the growth in this industry a threat to your success?"
Booth: "Yes and no. The growth in the market has created a lot more awareness to the Winnipeg business owner on the importance of investing in the visibility of their brand online. The threat is that many that are offering the service are under-delivering and leaving a bad taste in the mouth of Winnipeggers. And, typical of Winnipeg, are trying to compete by offering the lowest price to get the sale. Most will find out you get what you pay for. We are top of search for our services in Winnipeg, and we'll remain there proving we can deliver. In time, as the business owner better understands our service, they'll realize that the SEO company at the top of Google is the one to use...why? Because we've proven our ability in our own position.
It was interesting to learn more about this industry. I've been in advertising sales and marketing my entire career, but feel even while still young, I sometimes feel the whole internet thing is quickly passing me by. I know enough to know that I am best to put more time into understanding the power of branding based on a strong internet marketing mix vs. the traditional forms of media that seem to be falling to near extinction.
The internet is here to stay. What is your strategy to remain relevant in how you market your business and services as we enter 2010?
SEO is the process of placing a company's website top of the search engines such as Google or Yahoo, for keywords that a consumer would type in when looking for a product or service. In the past, the Yellow Pages provided consumers a quick reference point when locating a business categorized by their industry/service. Now, over 85% of people just Google what they need and normally choose among the top few websites that first appear on the search page to fill their need.
Since its the job of an SEO company to position their clients in a place of high visibility, you'd naturally assume that an SEO company that is any good would accomplish the same for their own website. Therefore, I typed in "seo Winnipeg" to see who came up as the leader. I found Fresh Traffic Group and decided to call them to talk with someone there about this growing industry in Winnipeg's business community.
President Jerry Booth was gracious enough to take time out of his day to answer a few questions.
Me: "Can you give me a sense of the competition in your industry?"
Booth: "When I chose to open shop in Canada, I chose Winnipeg based on a business partner I had worked with for the past 5 years that lives just outside the city. When we launched there were about 3 other companies that offered SEO services... today there are over 190."
Me: "Wow! How has this effected your business?"
Booth: "Its created a serious watered-down effect. The market in Winnipeg are quite confused as a whole on what true SEO work looks like. Its not just a matter of putting a few titles and tags in the code of your website or writing blogs and tweeting. Most the companies in this city have limited experience performing true SEO, and are simply capitalizing on the knowledge gap of the average business owner. In fact, a major ad agency in the city openly admitted to me they don't know what they are doing, and when I asked why they offer the service, they said they're in it for the money."
Me: "That seems a little scary."
Booth: "It is. In fact, I've sat down with almost every major ad agency in this city offering our assistance in SEO. We are not a traditional marketing company, so often we will partner with agencies to manage the SEO portion of their client's marketing mix. There was tremendous interest in each meeting I attended; however, all that's materialized since is a new tab on these agencies websites now offering SEO to their clients. Whether they can deliver is another matter."
Me: "Is the growth in this industry a threat to your success?"
Booth: "Yes and no. The growth in the market has created a lot more awareness to the Winnipeg business owner on the importance of investing in the visibility of their brand online. The threat is that many that are offering the service are under-delivering and leaving a bad taste in the mouth of Winnipeggers. And, typical of Winnipeg, are trying to compete by offering the lowest price to get the sale. Most will find out you get what you pay for. We are top of search for our services in Winnipeg, and we'll remain there proving we can deliver. In time, as the business owner better understands our service, they'll realize that the SEO company at the top of Google is the one to use...why? Because we've proven our ability in our own position.
It was interesting to learn more about this industry. I've been in advertising sales and marketing my entire career, but feel even while still young, I sometimes feel the whole internet thing is quickly passing me by. I know enough to know that I am best to put more time into understanding the power of branding based on a strong internet marketing mix vs. the traditional forms of media that seem to be falling to near extinction.
The internet is here to stay. What is your strategy to remain relevant in how you market your business and services as we enter 2010?
Friday, November 20, 2009
CentrePort Canada - The Brand
I recently went on to Google to learn more about the CentrePort Canada project. Like any average web user I typed in a search term that I thought would quickly bring me the most releveant information. I typed in "centreport". I thought the first website listed would be for CentrePort Canada, but what I found instead were a host of other CentrePorts around the world.
I assumed that CentrePort Canada was unique in its name, considering the magnitude of the project. However, when you type in "centreport" on Google, you'll find that there is Centerport in New Zealand and one also in Fort Worth Texas. There was even a hotel listed in Nice, France that uses the name. Hmm... So then I thought I would try the term "inland port." This unveiled even more websites around the world from an inland port in Mexico to Kansas City's SmartPort to many others.
I wonder if CentrePort Canada Inc. realize the competition they have in building their brand on the web?
I'm sure I am not the only person around the globe that is seeking further information about the project. How about taxpayers in Manitoba trying to understand exactly where their money is going? Brands are built and broken on Google, whether you are selling widgets, a tourist destination or an inland port. What opportunities are they missing from interested parties searching for information from around the world?
It wasn't until I came to page 23 of Google, for the term "centreport" that I finally came across the official site for Centreport Canada. And page 46 for the term "inland port." I don't know about you, but normally I tend to look at the first page, and maybe....maybe the second page of search.
It doesn't take a degree in Marketing to determine that the team heading Winnipeg's inland port project put little value in what the internet can do to build a brand and drive investor interest. Hopefully the recent addition to their team, Riva Harrison, Executive Director of Marketing and Communications, will see there is life beyond Brandon.
It's your turn Winnipeg.
I assumed that CentrePort Canada was unique in its name, considering the magnitude of the project. However, when you type in "centreport" on Google, you'll find that there is Centerport in New Zealand and one also in Fort Worth Texas. There was even a hotel listed in Nice, France that uses the name. Hmm... So then I thought I would try the term "inland port." This unveiled even more websites around the world from an inland port in Mexico to Kansas City's SmartPort to many others.
I wonder if CentrePort Canada Inc. realize the competition they have in building their brand on the web?
I'm sure I am not the only person around the globe that is seeking further information about the project. How about taxpayers in Manitoba trying to understand exactly where their money is going? Brands are built and broken on Google, whether you are selling widgets, a tourist destination or an inland port. What opportunities are they missing from interested parties searching for information from around the world?
It wasn't until I came to page 23 of Google, for the term "centreport" that I finally came across the official site for Centreport Canada. And page 46 for the term "inland port." I don't know about you, but normally I tend to look at the first page, and maybe....maybe the second page of search.
It doesn't take a degree in Marketing to determine that the team heading Winnipeg's inland port project put little value in what the internet can do to build a brand and drive investor interest. Hopefully the recent addition to their team, Riva Harrison, Executive Director of Marketing and Communications, will see there is life beyond Brandon.
It's your turn Winnipeg.
Tuesday, November 17, 2009
Winnipeg Real Estate Investments "Pretty Good?"
Winnipeg businesses and Winnipeggers should be embarrassed by yesterday's article in the Free Press about our local real estate investment market. The story shed light on the poor job done to date on educating national markets on the opportunities in Winnipeg.
MMPI Canada, a tradeshow/seminar management company, have committed to holding a one-day real estate investment forum next April, the first since the company was established in 1992. If you go to their website, you'll see portfolios for many of the major cities in Canada, except Winnipeg or anywhere in Saskatchewan. I'm sure no one will find it hard to believe this company is headquartered out of Toronto, the centre of the world. These seminars are for the purpose of attracting real estate brokers, investors, lenders and property owners from around the country; so why has it taken 18 years to finally get their attention? Haven't we been Selling Winnipeg to the World for some time now?
What I found striking in the article was the comment by Ken Yee, senior executive VP at Cushman & Wakefield Brokerage services, about the impact the seminar will have on those attending, "...I think some of them are going to walk away saying, 'Wow that's pretty good." Yep, leave it to Winnipeggers to really get excited about opportunities to grow as a city and province.
Also, a question of accountability really comes into play when reading the comment by Don White, chairman of the Winnipeg REALTORS Commercial Division, "The Winnipeg market is under-reported on and misunderstood." Why? Who is accountable for this failure?
The other question I have: "where do interested parties go for information on Winnipeg's real estate market?" Should they go to the WCC website, or maybe the "work" section of Destination Winnipeg's site? Hey, how about to the WinnipegREALTORS home site, or the "LivingManitoba.ca" site that is in replacment of the Spirited Energy campaign. Oh... you haven't heard of this? Neither has anyone else.
Maybe our market is misunderstood because we fail to provide a unified channel on the internet delivering the value proposition for doing business here. Winnipeg should look at investing in their "virtual real estate," that is investing in positioning the message of Winnipeg in prominent positions on the serach engines. Whether it be a business looking for options of expansion or skilled workers looking for a place to relocate, each turn to the internet for their due diligence. Through consolidation of all these related websites mentioned above, and through investment into search engine position, Winnipeg can build the brand that will sell the world.
It's time to strive for more than "pretty good." It's your turn Winnipeg.
MMPI Canada, a tradeshow/seminar management company, have committed to holding a one-day real estate investment forum next April, the first since the company was established in 1992. If you go to their website, you'll see portfolios for many of the major cities in Canada, except Winnipeg or anywhere in Saskatchewan. I'm sure no one will find it hard to believe this company is headquartered out of Toronto, the centre of the world. These seminars are for the purpose of attracting real estate brokers, investors, lenders and property owners from around the country; so why has it taken 18 years to finally get their attention? Haven't we been Selling Winnipeg to the World for some time now?
What I found striking in the article was the comment by Ken Yee, senior executive VP at Cushman & Wakefield Brokerage services, about the impact the seminar will have on those attending, "...I think some of them are going to walk away saying, 'Wow that's pretty good." Yep, leave it to Winnipeggers to really get excited about opportunities to grow as a city and province.
Also, a question of accountability really comes into play when reading the comment by Don White, chairman of the Winnipeg REALTORS Commercial Division, "The Winnipeg market is under-reported on and misunderstood." Why? Who is accountable for this failure?
The other question I have: "where do interested parties go for information on Winnipeg's real estate market?" Should they go to the WCC website, or maybe the "work" section of Destination Winnipeg's site? Hey, how about to the WinnipegREALTORS home site, or the "LivingManitoba.ca" site that is in replacment of the Spirited Energy campaign. Oh... you haven't heard of this? Neither has anyone else.
Maybe our market is misunderstood because we fail to provide a unified channel on the internet delivering the value proposition for doing business here. Winnipeg should look at investing in their "virtual real estate," that is investing in positioning the message of Winnipeg in prominent positions on the serach engines. Whether it be a business looking for options of expansion or skilled workers looking for a place to relocate, each turn to the internet for their due diligence. Through consolidation of all these related websites mentioned above, and through investment into search engine position, Winnipeg can build the brand that will sell the world.
It's time to strive for more than "pretty good." It's your turn Winnipeg.
Thursday, November 5, 2009
Yellow Pages Losses Lead to Attempt at Local Search
The Yellow Pages Income Fund announced continued losses in the third quarter due to continued drops in revenue from print advertising. This has prompted the company to move outside their expertise and water-down the SEO industry further by offering advertising packages that would do more to target local search.
To give you an idea of how far removed the Yellow Pages are from being Search Marketers, CEO Mark Tellier was reported as saying, "I think we're going to see a trend in the Internet, broadly speaking, to go more local." Going to see? Has Mr. Tellier ever done a search in his local market for anything before?
For example, if you type in "Winnipeg SEO Expert" on Google.ca, one of the primary search results you receive are Google Maps results. Duh? These are local search results! Not to mention that Google has been geo-targeting a users IP address since 2005, providing users search results relative to their geographic location.
If you are a Winnipeg business, and are still one of dinosaurs that thinks the Yellow Pages are used by your common consumer - WAKE UP! The Yellow Pages are out of their realm moving into this market, and are being driven by their revenue losses. They're old, they're dated. And, members of the Winnipeg agency that is responsible for selling Yellow Pages advertising in the city openly admit the company does not know how to SEO.
If you want to be top of the search engines, hire an SEO company, not a print company.
It's your turn Winnipeg.
To give you an idea of how far removed the Yellow Pages are from being Search Marketers, CEO Mark Tellier was reported as saying, "I think we're going to see a trend in the Internet, broadly speaking, to go more local." Going to see? Has Mr. Tellier ever done a search in his local market for anything before?
For example, if you type in "Winnipeg SEO Expert" on Google.ca, one of the primary search results you receive are Google Maps results. Duh? These are local search results! Not to mention that Google has been geo-targeting a users IP address since 2005, providing users search results relative to their geographic location.
If you are a Winnipeg business, and are still one of dinosaurs that thinks the Yellow Pages are used by your common consumer - WAKE UP! The Yellow Pages are out of their realm moving into this market, and are being driven by their revenue losses. They're old, they're dated. And, members of the Winnipeg agency that is responsible for selling Yellow Pages advertising in the city openly admit the company does not know how to SEO.
If you want to be top of the search engines, hire an SEO company, not a print company.
It's your turn Winnipeg.
Friday, October 30, 2009
Winnipeg Businesses Confusing Media
Winnipeg businesses seem to be extremely confused in the use of media lately.
Yesterday I was driving down Marion Street and saw an ad for the Manitoba division of the Canadian Manufacturers and Exporters. The billboard has some guy on it next to a globe with the words "Dare to Compete.ca" in huge letters. Now the only reason I knew it was the CME was because I have met with the association recently regarding their marketing direction, and am familiar with their new website and branding. However, to the common person driving past this sign, it would be very difficult to determine that it is an ad for CME. Why? Because all text about the CME is in very small print, where the focus is on the website address.
Here in lies the confusion.
It seems that the majority of businesses in Winnipeg, and other markets in general, are now using their radio, outdoor and print ads to drive people to their websites. This is not a good use of a company's precious marketing dollars.
If a company feels the best chance they have to capture new business is to get consumers to their website to learn more about them and their services, than why not invest in the actual form of marketing that specifically serves this purpose - Search Marketing.
Search marketing or search engine optimization (SEO) is the practice of making a website directly relevant to the terms a company wants their brand associated with. For example, if I sell pool tables in Winnipeg, than I'd want to list high on the search engines when someone types in "pool tables Winnipeg." SEO investment ensures that you are placing your company's website in a position of high visibility to consumers actively in the market for your products and services.
The Winnipeg business community are too conditioned to stop using traditional media, even when they see that the best opportunity for them to capture new business is through their website. And I know this because every radio ad you hear now ends with a company's web address; every print and outdoor ad has their website address as a prominent component of the ad.
Winnipeggers, stop wasting your money! If you feel you the internet provides your business the greatest opportunity for growth, than invest in an SEO campaign that will push your website into a position of high visibility on the search engines. Use your radio ads to expand your brand through jingles or to highlight sales events. Use your billboards and print to shout the name of your company and something unique about your business, but whatever you do, quit spending copious amounts of money on old media to push new media.
It's your turn Winnipeg! Embrace the sales that exists for your brand on page one of Google.
Yesterday I was driving down Marion Street and saw an ad for the Manitoba division of the Canadian Manufacturers and Exporters. The billboard has some guy on it next to a globe with the words "Dare to Compete.ca" in huge letters. Now the only reason I knew it was the CME was because I have met with the association recently regarding their marketing direction, and am familiar with their new website and branding. However, to the common person driving past this sign, it would be very difficult to determine that it is an ad for CME. Why? Because all text about the CME is in very small print, where the focus is on the website address.
Here in lies the confusion.
It seems that the majority of businesses in Winnipeg, and other markets in general, are now using their radio, outdoor and print ads to drive people to their websites. This is not a good use of a company's precious marketing dollars.
If a company feels the best chance they have to capture new business is to get consumers to their website to learn more about them and their services, than why not invest in the actual form of marketing that specifically serves this purpose - Search Marketing.
Search marketing or search engine optimization (SEO) is the practice of making a website directly relevant to the terms a company wants their brand associated with. For example, if I sell pool tables in Winnipeg, than I'd want to list high on the search engines when someone types in "pool tables Winnipeg." SEO investment ensures that you are placing your company's website in a position of high visibility to consumers actively in the market for your products and services.
The Winnipeg business community are too conditioned to stop using traditional media, even when they see that the best opportunity for them to capture new business is through their website. And I know this because every radio ad you hear now ends with a company's web address; every print and outdoor ad has their website address as a prominent component of the ad.
Winnipeggers, stop wasting your money! If you feel you the internet provides your business the greatest opportunity for growth, than invest in an SEO campaign that will push your website into a position of high visibility on the search engines. Use your radio ads to expand your brand through jingles or to highlight sales events. Use your billboards and print to shout the name of your company and something unique about your business, but whatever you do, quit spending copious amounts of money on old media to push new media.
It's your turn Winnipeg! Embrace the sales that exists for your brand on page one of Google.
Monday, October 19, 2009
Winnipeg Business Still Trying to Roll A Square
When will Winnipeg & Manitoba's so called business leaders learn you cannot role a square?
Armed with large federal and provincial budgets, they go about trying to educate the world of our wears. This my friends is not done by painting a bus that travels up and down Portage Avenue, nor having the biggest billboard in the city, nor advertising with all the local radio stations and newspapers. Why? Because no one beyond Brandon will ever see or hear about it. Still we shovel the same crap to the same old companies doing the same old stuff and we wonder why people don't take us seriously or why no one has ever heard of Winnipeg.
Times have changed and Winnipeg business you will have to as well. I know some of you have websites now, built by people who have won awards in Manitoba. Awards are great and all, but results are what pay the bills, and an all singing website that no one sees only wins awards not customers.
Today 90% of people globally use the internet to find, buy and/or research before any purchase or investment. If you cannot be found, you lose. Its that simple.
Stop trying to role a square. The wheel has been invented - it's round and works much better. Okay... maybe all your old pals you usually work with have not got a website yet or they are still trying to fathom how it works, but in the meantime, business generated by the net is passing you by, forcing you to work 10 times as hard to catch up once you wake up to the new world.
Don't be embarrassed to say you don't know. Don't be ashamed to use someone who does. And certainly don't be shy to spend all that government, tax payer money where your going to get the best return - with a proven SEO company.
The old school cannot have it's own way anymore, they are stopping progress. What for? Personal gain. They choose to agree on nothing until the divi's are worked out to everyone's favour. But what about the people, the city, the province, the tax payers?
Winnipeg, it is time to get some BALLS, stand up, be counted and instead of doing what's familar, do what works.
It's your turn Winnipeg.
Armed with large federal and provincial budgets, they go about trying to educate the world of our wears. This my friends is not done by painting a bus that travels up and down Portage Avenue, nor having the biggest billboard in the city, nor advertising with all the local radio stations and newspapers. Why? Because no one beyond Brandon will ever see or hear about it. Still we shovel the same crap to the same old companies doing the same old stuff and we wonder why people don't take us seriously or why no one has ever heard of Winnipeg.
Times have changed and Winnipeg business you will have to as well. I know some of you have websites now, built by people who have won awards in Manitoba. Awards are great and all, but results are what pay the bills, and an all singing website that no one sees only wins awards not customers.
Today 90% of people globally use the internet to find, buy and/or research before any purchase or investment. If you cannot be found, you lose. Its that simple.
Stop trying to role a square. The wheel has been invented - it's round and works much better. Okay... maybe all your old pals you usually work with have not got a website yet or they are still trying to fathom how it works, but in the meantime, business generated by the net is passing you by, forcing you to work 10 times as hard to catch up once you wake up to the new world.
Don't be embarrassed to say you don't know. Don't be ashamed to use someone who does. And certainly don't be shy to spend all that government, tax payer money where your going to get the best return - with a proven SEO company.
The old school cannot have it's own way anymore, they are stopping progress. What for? Personal gain. They choose to agree on nothing until the divi's are worked out to everyone's favour. But what about the people, the city, the province, the tax payers?
Winnipeg, it is time to get some BALLS, stand up, be counted and instead of doing what's familar, do what works.
It's your turn Winnipeg.
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