Seriously Sour Taste

This week was meant to be great. I had so much sleep on the weekend, I was really looking forward to this week.


I made a mistake. I had a meeting with Yellow yesterday. There was no way that this week was going to be good.


I cannot get over the way Yellow are trying to hold their own customers to ransom over their website.


I have a lovely client, with distributors nationwide, who have advertised in the Yellow books for years. Now that yellow have finally started to sort their website out so that it actually works (sort of) they are finding ways to milk their customers for every penny they can. Including my clients.


Now, before I really get into this, let's have a little chat about what Yellow is. Yellow is a directory. It is a whole lot of business listings. That is all. Yellow have something of a monopoly on this game. 


So what's got my back up?

Unlike Google which obviously separates organic from paid results, Yellow have set up their system where the user is ONLY delivered paid search results, well, at least for the first few pages. But it doesn't differentiate in a way that is obvious to the consumer. When asked what user feedback there had been about this priority ranking, there was no real answer, just, "I'm sure we have that kind of information somewhere". 


Gold, Silver and Bronze listings is where Yellow is at. If you have a free listing, you can end up on the 3rd or 4th page of results depending on the category. Then, there are category sponsorship opportunities. 3 listings which sit above the gold listing. So, advertisers have to pay to have a gold listing and THEN have to fork out more to sponsor the category or they'll be pushed down the results even further.


Next I'm told, that because my client has a 'free' listing (because they spend bucket loads on the books and not online) this means that their DIRECT competitors have the ability to advertise on THEIR listing unless they upgrade their listing.


Are you kidding me? Talk about holding their own customers to ransom.


When I had a gripe on Twitter about this, I had a number of responses also voicing their displeasure with Yellow. 

• Trying to teach agency people what 'SEO' means 
• Giving less than 2 days notice to turn material around 
• Incorrect listings under wrong titles 
• Updating free listings over the phone and 'up-selling' to include a URL but neglecting to mention that website inclusion comes with a $120 pricetag (in this instance) 
• Their "insanely over-priced ratecard

Now, I'm yet to see their ratecard, but I am incredibly unimpressed anyway. I know I don't give Yellow a lot of love on here, but in real life my clients do. When I told the rep I wasn't feeling the love, I was told that I could use my clients Yellow 'rewards' - interestingly these hadn't come up earlier - to reduce the cost of the print so that I could shift that budget to online (I can't use my rewards online, only in print). My rep was also very quick to point out that online commission is 20% while the books only 10.5% so it would be better for me. 


Are you for reals?


I'm so over this, that I can't even be bothered writing about this anymore. If I could, I would talk about why they are revenue gathering to get out of their $1.05B debt, that perhaps they should just pull back on their awful advertising campaigns instead and that their business is becoming more and more redundant so it doesn't surprise me that they're scrambling for money, but I don't have the energy.


Use your head people. Yellow give search results which are based purely on $. They are not delivering the best result for you or your potential customers. Don't give Yellow money for online, spend it on adwords and improving the SEO on your websites. This makes more sense. When was the last time you heard someone say "why don't you Yellow it?"


EDIT: The wonderful Anthony Gardiner has created a poll about Yellow Directories on Facebook if you feel the need to vote.

Nice Package

It's been a while since I last saw some packaging that I really liked, so nice to come across Vitamin Gum.

This is a promo pack, but the gist is, it is sugarfree gum which also has vitamins A, B3, B5, B6, B12, C, D & E.

How cool is that? Sugarfree gum with vitamins. 

Clever tag lines.

Pretty visuals

 and bold branding on the actual product

anyway, go and like their facebook and get some gum sent to you.


Go Vitamin Gum - your branding is rad and the gum is tasty too!

Yay Maori TV

Clever advertising is the best kind of advertising. 

I find TV Network advertising a little lackluster usually. FOUR's 'The Home of Not Rugby' isn't bad, but generally TVNZ and Mediaworks is very traditional and BORING.

Draft FCB have done some pretty awesome things for various shows on Prime. The bag of Weed on a billboard for WEEDS; The branded brown bottle bags for Boardwalk Empire; the 'stake' street posters (if that is what you can call them) for True Blood; and of course the falling man on the building for Mad Men. However, I haven't seen anything recently and to be honest, considering how badly most of those shows rate, perhaps the 'clever' (read: Award Entry) route should be dropped till the advertising starts working??

At any rate, today I saw some BRILLIANT work for Maori TV. There I am in Countdown Richmond Road and I walk past this:

FARKING awesome. Maori TV have been pulling some nice numbers ratings-wise since the commencement of RWC. I hope they managed to promo the living daylights out of BOY at the same time and that it did well last night for them.


So cute, so clever. I hope these were up in all Countdown's around NZ. All supermarkets even. Perfect.

Naff off Localist

I've never been shy about my dislike of Yellow. And Yellow Locals is, in my opinion, a waste of time and money (yet again) which should have been spent on their website.

Anyway, this is not about Yellow, it's about Localist. Yes. NZ Post's own little directory. I have issues with Localist too - their Auckland directories (all 4 or 5 of them) are scheduled to be published TWICE a year and they wouldn't bundle the advertising across all directories; So if you are a regional advertiser rather than a local advertiser, there were no economies of scale for advertising across all 4/5 books. Granted, they may have changed this, but I wouldn't know as the rep hasn't been in since I told him I thought it was a waste of time for my client.

Anyway, that is not what got my back up. Below is what has got me miffed:

Someone asked me to log in and vote for their friend for something and when I saw I could log in with my twitter (or FB or 4square) I thought, "that's pretty rad! Makes life easy. OK, I'll sign in with Twitter!"


Ha! No I freaking won't! Apparently...


This application will be able to:

• Read Tweets from your timeline (okay, not so bad)
• See who you follow, and follow new people (I'm hoping when they say 'follow new people they mean them and not me?!?)
• Update your profile (You're going to be able to do WHAT!?)
• Post tweets for you (No. No you crazy MF. You will not be posting tweets for me.)

Before you start with 'Monica, you're such an idiot, it just means that they can post one of those "@iChild likes Localist" type tweets' I get that that is probably the case, but it's not specific. If it said, 'Post tweets for you with your permission' I'd be OK with that, but, especially with all the privacy issues going on with FB at the moment, there is no way I am opening up my communication channels any more than I already have.

You crazy Localist. This has just confirmed to me that I want nothing to with this organisation. Protect your accounts people! Remember than you can remove application permissions. Log in to Twitter, go:

Settings > Applications. You might be surprised what's lurking in there.

Client sign-off crucial

This is one of those times that you go "that sucks - bet you wish you had client sign off before you made that decision huh?"

So yesterday I was away sick and an email arrived in my inbox about a survey. All good - I like providing feedback. So while I was eating my lunch today, I decided to do the survey, only to think it was a little strange that the screen I landed on had 'Your Progress 100%'.

For those who can't be bothered clicking to enlarge, it reads:

"Survey recall 

The Seed was commissioned recently by Adshel to run an online survey, assessing the opinions of media agencies and clients.

The survey was intended to be an anonymous survey, but unfortunately, due to an error in execution by The Seed, Adshel's identity was revealed which could compromise the findings.

In discussion with Adshel, we have therefore agreed to recall the survey and will not be proceeding with this research.

Please therefore disregard the message sent yesterday.

For anyone who has already completed the survey, The Seed will honour its commitment to the prize draw and will inform those who were successful in due course."


Stink huh? Shows the importance of ALWAYS getting client sign off on everything - unless AdShel did and then later went, 'hang on... crap'.


This has effectively killed the research for AdShel (as now any survey's about Outdoor will have an immediate association with AdShel, even if they change companies) and The Seed have lost the income from the contract with AdShel.


Hard lesson. Remember: Always get clients to sign everything off in writing. (That way you have proof that they're wrong.)

Haka Flash Mob at Sylvia Park

This has to be the best flash mob I have seen footage of in New Zealand.

Brought to my attention by Paul Lester.

Anyone know if there was a brand/advertiser behind this? I'm assuming that it has something to do with the RWC?

Hey Orcon - Is this similar to a nightmare?

Youch.

For a few days I have seen tweets coming through from @timkelleher in regards to him not having Internet or phone from Orcon. Now, knowing my reliance on the internet, I can imagine how frustrating it is to be without.

So, I don't know the full back story on this, but I imagine it is 'sign up - no internet or phone - get frustrated - take things into my own hands'.

Tim has created a website fifteen which is counting up how many days, hours, mins and seconds he has been waiting for Orcon to connect his phone and internet. It also has a tally of how long he has spent on the phone with technical support (which I image is all cell phone based since he has no landline...)

Then, like all smart Twitter users, he is utilising this medium to try to force a response, he has placed a tweet link on the bottom right corner.

And the tweets just keep coming. 

The above shows 8 tweets in 7 minutes. This must be SO frustrating for the people who run the @Orcon twitter account. Obviously they do not have the power to fix this directly, but do the have the power to elicit a response for poor Tim? You have to admit, he must be pretty pissed off to go out of his way to build this site.

I have had excellent action from the likes of @vodafoneNZ in my own experience, fixing issues and answering questions within minutes.

I think I have said it before, but Twitter continues to put power in the consumers hands. Back in my days of retail, I was often told, "a happy customer will tell, on average, 2 people about their experience, an unhappy customer, 11 people". That little line was enough for me to ensure all customers walked out of the store happy. Twitter has magnified the opportunity to express satisfaction, or lack thereof. 

Tim has 663 followers. 

Ben Gracewood tweeted, he has 4,300+ followers.

Ken Freer 1,500 followers

Ben and Ken are just 2 of what looks like over 100 people who have tweeted about this. The reason I picked out those other 2 is because they're quite vocal in the telco space and is often the reason people follow them.

This whole thing is quickly turning into something of a PR disaster. I don't have the answer on how to fix it, but personally, if I was running the Orcon account, I would put out a tweet acknowledging all of the support for Tim and reassure that they are doing everything possible to rectify this issue. From their current twitter stream, it looks like they are just ignoring it. I don't believe this to be a smart move. 


Twitter has given people a voice. They want to be heard. Ignoring them, will just make them louder.


Good luck Tim, hope you get your Internets quickly.