PEORIA, IL, May 18, 2012 — Marquette Group has been awarded both a Platinum and Gold Hermes Creative Award.  The Hermes Creative Awards is an international competition for creative professionals involved in the concept, writing and design of traditional materials and programs, and emerging technologies. Entries come from corporate marketing and communication departments, advertising agencies, PR firms, graphic design shops, production companies, web and digital creators and freelancers.  The annual awards are administered and judged by the Association of Marketing and Communication Professionals (AMCP).

In the category of Website Element/Web Copy, Marquette Group’s website redesign earned a Platinum award. The site redesign, which was launched in November 2011, highlights the changing nature of the modern media landscape with an emphasis on Local, Social, Mobile, and Search advertising channels.

For Writing/Publication Article, an article originally published in InterBusiness Issues Optimizing Your Visibility to So-Lo-Mo Status received a Gold award.  Written by the co-Directors of Interactive Steve Jurken and Gary Richmond, the article offers concise strategies to increase a business’ presence in the arenas of Local, Social, and Mobile.

The Hermes Platinum Award recognizes Marquette Group’s outstanding work in developing expert-quality, creative resources for communications professionals within the industry.

To learn more about the Hermes Awards and to browse the list of all of the 2012 award winners, visit HermesAwards.com.

1)      The Yellow Pages industry is highly committed to improving its “environmental image.” 

We’ve all seen the now-common image on the internet of the soaked mound of directories still partially wrapped in plastic sitting outside of an apartment building.  It’s become one of the standards of the anti-Yellow Pages bloggers who love to tout just how wasteful print directories are of our natural resources.  To counter this, a good portion of the 2012 Sustainability report is dedicated to the industry’s environmental efforts.  There are spotlight pieces on the efforts of SuperMedia, DexOne, R H Donnelly, and YellowPagesGroup.

2)      Directories are being recycled.

According to a 2010 EPA study, the recycling rate on “newspapers/mechanical papers” is 71.6%.  This is ahead of steel cans (67%), yard waste (57.5%), aluminum cans (49.6%), and glass containers (33.4%)—many of which have municipal (and even curbside) collection in American cities.    According to the same report, only 20% of all electronic search-capable devices are currently recycled.   It is important to note that Yellow Pages are now classified in the same category as newspapers by the EPA; previous reports considered PYP its own category—which amounted to less than 1% of the municipal solid waste stream.

3)      Directories are more eco-friendly than meets the eye.

Print directories are manufactured using North American wood pulp, old newspapers, recycled phone directories, vegetable-grade inks, and even vegetable-based glue.  That means that nearly every component of the directory is produced using either sustainable environmentally-safe resources or previously generated materials.  In other words, directories that are typically produced and distributed annually are manufactured using materials that may be replaced naturally or efficiently.

4)      Directory paper use is down by 9%.

Over the past two years, the industry has been committed to only delivering print Yellow Pages directories to consumers that want to receive them.  Through the implementation of YellowPagesOptOut.com, a national industry-led website, consumers are able to choose which directories they would like to receive from a list of all available local publications.  Apparently, those efforts are working and have helped to contribute to a reduction in the number of directories published.

5)      The Yellow Pages industry is committed to improving the image of their product.

In recent years, the Yellow Pages industry has reacted to the claims of wastefulness from bloggers and environmentalists with all of the conviction of someone who was above the fray.  There were advocates of the product that spoke on behalf of the industry but official rebuttals were few and far between.  Yes, the industry reacted to the anti-Yellow Pages legislation that was proposed in both Seattle and San Francisco and managed to garner some press for the positive effects of the product but such efforts always felt a bit reactionary.  With the third publication of this report, it would seem that the industry is really committed to talking about their efforts FIRST.

Some may argue that this report really doesn’t say anything of major import and, to some extent, those critics would be correct.  What is important is that the sustainability report represents a continued shift in attitude and direction for an industry that was once predicted to be vanishing in the face of search engines and digital media.  Once content to be the “only game in town” when it came to connecting local businesses and consumers, the industry is presenting itself as part of the discussion of environmental responsibility instead of a target.  The Local Search Association is part of the solution and not part of the problem.

The entire Sustainability Report for 2012 may be viewed here.

On April 19, LSA filed a motion for a temporary restraining order in the Oakland, California federal court seeking to stop the implementation of San Francisco’s ban on yellow pages delivery until the court can rule on LSA’s motion for preliminary injunction.

LSA’s preliminary injunction motion was filed in August 2011, but the court has postponed several hearings on the motion and has not established a new hearing date. In the meantime, the City has asked the court to stay all proceedings pending a decision by the 9^th Circuit Court of Appeals in the Seattle litigation. The City agreed to delay implementation and enforcement of the ordinance, scheduled to go into effect on May 1, recognizing that a decision in favor of the industry in the Seattle litigation will mean the San Francisco ordinance cannot stand.

The Court of Appeals heard argument on the Seattle appeal in early February and a decision could come any day. We will keep you informed as things move forward.

In essence, all eyes are on Seattle where the legislative efforts appear to be grinding to a halt.  The last update on the Seattle legislation from LSA stated:

On February 9, the U.S. 9^th Circuit Court of Appeals heard oral argument on whether the Seattle delivery ordinance violates the First Amendments. The judges actively questioned the attorneys and focused on why Yellow Pages should be subject to greater regulation than other publications, including newspapers. One judge expressed his view that Seattle’s environmental claims were merely a “pretext” to get rid of a publication that the City doesn’t like. The Court will issue its decision at a later date. An audio file of the oral argument is available here.

So, what does all of this mean for the industry?  It looks as if the tide has turned in favor of the industry’s own efforts to remove unwanted directories from circulation via YellowPagesOptOut.com.  In Washington, opt-out rates have been low in spite of the municipal government’s efforts which included a direct mail campaign.  Several Washington State lawmakers also came forward with their support of the industry-run opt-out site rather than endorse a duplicate effort run at tax payer expense.  Further down the coast in San Francisco, the “opt in” ordinance, which was proposed by Board of Supervisors president (and then Mayoral hopeful) David Chiu has lost traction.  While it may be premature to sound the death knell of the anti-YP legislative efforts, it certainly seems likely that these current efforts to place severe restrictions upon the delivery of the print Yellow Pages may nearing their end.

More details in the coming weeks.

Be sure to view previous webinars and other videos on the Marquette Group Youtube channel!

April 9, 2012

As you may have heard, the directory publishing unit of AT&T announced today the sale of its majority stake to Cerberus Capital Management. While the transaction won’t close until mid-year or later, we, at Marquette Group, are working actively to ensure our clients’ current interests continue to be well served. In addition, we’ll be reviewing new opportunities for print and IYP lead generation should Cerberus make any strategic or tactical changes to its solution offerings.

Marquette Group views this sale as a positive move within our industry. The sale price itself reaffirms, through its market capitalization, that it remains a viable media form compared to digital competitors. Secondly, with AT&T’s 47 percent continued interest and $200 debt holder, they will be financed for the ensuing years and able to invest for the future. Most significantly, Cerberus will bring enhanced focus and management skill sets as a result of YP Holdings LLC being a standalone entity rather than part of a much larger corporation (AT&T) where they were forced to compete internally for financial and management resources between other AT&T divisions.

I’ve learned to never predict the future, but I believe the chances of successfully migrating our clients gradually from the ever-changing print world to the digital experience of today and tomorrow has been strengthened by this sale. We have been guiding our clients in this manner over the past few years. This sale establishes more stability in the print and Internet Yellow Pages, while providing the ROI we all expect now and in the future.

Regardless of the transition, print and Internet Yellow Pages continue to be a critical aspect of successful integrated directional marketing campaigns for most advertisers.

You can read more about the AT&T sale from today’s Wall Street Journal. For further developments and for other advertising news, be sure to subscribe to the Marquette Measure.

Sincerely,

Chris Cummings, CEO

You’ve probably heard about Google+ but have you considered what it can do for your business? It’s important to use Google+ for your business and integrate it with your website, so you can engage with your followers and increase your visibility on Google organic search results.

Create a compelling Google+ page:

1. Before you start sharing with your audience, followers or community members, select a great profile photo or your logo – this is the number one way people will recognize you on Google+. In addition, make sure to add five scrapbook photos; complete the “About” section; and add links to other destinations where you can be found across the Web.
2. Decide on a tone for your page, and stay consistent in your meaning so that your posts feel personal and authentic. It’s also good to let people know who’s contributing to your Google+ page by linking their personal Google+ profiles in the “About” section.
3. Use “Circles” to segment your visitors, customers and even internal teams so you can share the right information with the right people.

Engage your fans, followers and community:

1. Create a posting schedule and post at least once a day to make sure you are sharing new and interesting content that sparks genuine conversation. Remember to +mention others on Google+ who you may add to your post and in turn share your post with more people. The best times to post are from 10am to 1pm.
2. Share exclusive photos and videos with your fans and followers. You can edit your photos directly in Google+ and can even share animated GIF photos – a great way to draw attention on your page.
3. Engage your audience by posting questions and asking for feedback. Make sure to respond actively to your followers through comments and +1’ing, and credit your most active followers by +mentioning them in a post.
4. Regularly host “hangouts” to have real face-to-face conversations with your fans and followers from all over the world. Give your audience a behind-the-scenes tour; collaborate with members of your community on a new project; or simply say thank you to your supporters for all those +1’s.

Promote your Google+ page:

1. Spread the word about your Google+ page by sharing your page with people from your personal Google+ profile, your email contacts and by posting a link to your page on relevant blogs, websites and other social destinations.
2. Including a Google+ badge on your site allows people to +1 and add you to their circles directly from your website. It also connects +1’s from your homepages with +1’s on your Google+ page and ads (using Adwords Social Extensions), increasing the number of recommendations for your site.
3. Place an author tag on your online materials – which means your authorized photo and name appear next to search results for content you’ve created, like your official website, blog posts or videos. This way, people who search for you know what content was created by you.

Google +1 Button and Your Visibility on Google

Google+ is a button that provides people the ability to share recommendations and comments with friends, contacts and the rest of the world, similar to Facebook’s “like” button. The Google +1 button can be placed on any web page or ad. Once installed, viewers can click on the button to post their thoughts. The feature also provides the ability to send the comment to a circle of friends or contacts in an individual’s Google social network.

The button appears in Google search results and ads as well as Google Profiles, and searchers can click to read comments, all of which are public. The goal is to use the data to personalize search results and ads by serving sites recommended, or +1’d, by friends.

Benefits of Google +1

• Google algorithms may use your +1’s to determine your site’s ranking.
• Your +1’s will increase your site’s visibility on Google organic search results.
• Your +1’s may affect click-thru rate because of their effect on quality score rankings.
• Your +1’s influence your Google+ account by creating a connection between you and others. The more connections you have, the greater the reach and impact of comments – your +1’s.

Visit www.google.com/+/business to learn more about Google+ for your business

The steady shift towards digital media in local markets continues. The forecast in Figure A illustrates this trend. This projection is part of the November 2011 research provided by BIA/Kelsey, whose proprietary local media research is regularly quoted by major business and trade media, such as The Wall Street Journal, The New York Times, The Washington Post, and Forbes Magazine. Although the decline is steady, it is important to note its scale—gradual, averaging about two percent year-over-year for the next three years.

Figure B illustrates the reach of eight types of media. For example, 49 percent of the population was exposed to printed Yellow Pages directories.

Additional research provides insight into why people use a particular type of media when searching for local business information in Figure C.

The primary goal of directional advertising is to generate local leads, followed by an ancillary benefit of brand awareness.  The mediums typically used for local lead generation deliver tremendous value as indicated in Figure D.

We also rely on research provided by CMR Associates president Dr. Dennis Fromholzer.  In his September, 2011 YP Trends research, Dr. Fromholzer provides authoritative insight into the Yellow Pages headings that experienced significant growth over the 12-month period of data collection. Here is a summary of several of his key findings:

Call/Reference Growth and Stability

Active Buyers Influenced

]]> http://www.marquettegroup.com/key-research-findings-on-the-shift-toward-digital-media/feed/ 0 http://www.marquettegroup.com/marquette-group-chief-operations-officer-recognized-as-one-of-computerworlds-premier-it-leaders-for-2012/?utm_source=rss&utm_medium=rss&utm_campaign=marquette-group-chief-operations-officer-recognized-as-one-of-computerworlds-premier-it-leaders-for-2012 http://www.marquettegroup.com/marquette-group-chief-operations-officer-recognized-as-one-of-computerworlds-premier-it-leaders-for-2012/#comments Mon, 12 Mar 2012 18:36:04 +0000 Fred Meyer http://www.marquettegroup.com/?p=1351 [read more]]]> Duane Anderson, Chief Operating Officer for Marquette Group, Is Recognized As One of Computerworld’s Premier IT Leaders for 2012

Duane Anderson, Chief Operating Officer for Marquette Group has been inducted to the class of 2012 for Computerworld’s Premier 100 IT Leaders. This recognition is awarded to technology professionals who have demonstrated leadership in their organizations through the use of IT and have the strategic vision to align technology with business goals. Honored individuals manage internal IT organizations, mentor and motivate their teams with interesting challenges, envision innovative solutions to business problems and effectively manage and execute IT strategies.

“We reduced our overall IT investment from over ten percent of revenue to three percent by more diligently managing our maintenance capital and commodity expenses, then focusing our project/product investments on efforts more directly aligned with our strategic plan. As a fringe benefit, both our systems uptime and internal development output increased after these changes,” stated Anderson.

Prior to joining Marquette Group, Anderson was the IT project director for Harrah’s IT integration of Caesars Entertainment, the largest acquisition in gaming industry history. His team fully converted nine casinos to their customer systems within nine months of the deal’s close, on schedule and under budget.

As part of a series on the modern digital landscape, InterBusiness Issues published an article by Marquette Group’s Interactive Directors Gary Richmond and Steve Jurken.  The subject?  How businesses can increase their visibility in terms of “So-Lo-Mo”.  Social Media, Local Search, and Mobile Marketing are three core areas that no business seeking to attract local leads can ignore.

Read what strategies Gary and Steve suggest in Optimizing Your Visibility To So-Lo-Mo Status in the Feburary 2012 issue of InterBusiness Issues.