In the past 18 months we have seen many of the large players trying to get into the local business directory market with little to no success. It was a ‘Hurry now Offer cannot last” scenario where businesses were told to spend $600+ per annum to have their name listed in a business directory, if you were one of the bright businesses and basically let it go – congratulations you just saved your money.
When it was announced I cringed and I was given a call by both of the major players; truelocal.com.au and mylocal.com.au and I basically made the telephone sales person back peddle a mile from their original pitch, unfortunately many Australians were fooled into thinking that this may be of benefit to them. Now it is 12 months on and many of these people will be due for renewal, I can see prices dropping all over the place.
Why? Well you can have all of this for FREE. Google Maps has been released in Australia for a few short months. All you need to do is:
1. Register: (you will need a free Google Gmail Account)
2. Edit your Details – make sure you include as much information as possible, have you logo ready, and some information about your company)
3. Wait about 10 days to receive a letter from Google with your code to verify your address. Then login and add your code and your listing will be up on the directory in no time.
So truelocal and mylocal are finished at these prices, and I am glad for it. I remember years ago WIN Television released a product called mydirectory.com.au which has since gone bust along with the quote ‘before its time’ from the owners. Yes, we are now all ready to put a virtual tour of our business on a directory for $700 bucks a year – pathetic!
Here is my message to big business. If you want to make money online provide real value to your target market and your audience first and the art of making money second then make sure you give them all a reason to go back, then employ people who actually know what they are doing.
Another good thing to come out of this is that Sensis will have to work a hell of allot harder to get people to renew their Yellow Pages and the price increases they have enjoyed over the years will soon be a thing of the past – all it takes is businesses to think. Think about what cost and the return these types of ads bring to your business.
I am not saying they do not have a place – but the value is just totally out of touch with the reality. So get onto Google Maps Australia, might not be much in the short term but it will be of benefit in the long term!