Maxys Report – August 2009

Coffee Melbourne

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Maxys Report – August 2009

Hi and welcome to the August ’09 Edition of Maxys Report (and CLIVE).

As customers we all love personal service and appreciate when businesses make that special extra effort – the small gift, the waitress/ waiter that remembers your name and daily order.

Coffee Melbourne
As sellers we’re always looking for the creative edge, without innovation and improvement we’re on the slide towards commoditisation or worse – customer irrelevance.

Historically economic challenges help us focus our attention on media return on investment.  The current economic cycle is the same, with one exception: the Internet and social media are now perceived as indispensable marketing tools and the ones getting increased investment.

BUT although online media has fundamentally changed corporate communications and advertising the fundamentals of marketing and customer service are still the same.

In Melbourne the other day I did a web search for “best coffee” – the search result practically useless – other search options included –

  1. raise the question on Twitter
  2. just look to see where the most people like me are getting their coffee.
  3. ask someone/ call a friend (sorry Eddie)
  4. don’t have a coffee (joke!)
  5. travel up to Brisbane to Campos

An hour later after a great retail experience I spoke briefly with the owner of “Be Cafe” off Collins –  he has over 100 competitors within a 500m radius and customers who travel blocks – “every detail counts”

Interestingly the cafe doesn’t have a website (less than 40% small businesses in Australian do) and globally recently departed Starbucks is recognised as one of the leaders in online social engagement.

Unlike a Snuggly, one size doesn’t always fit all.

Too many networks chasing too few nodes - hughFor small businesses, web investment is a Catch 22 – if you’re not online, your content can’t be indexed, searched, linked, shared and generate a return.

From a searchers point of view we get poor results so rely on other methods.

There are intermediate portals or networks which aggregate smaller websites and data – think Ebay, Yellow Pages, Total Travel etc but that’s not the same as a direct connection.

For every business, big or small, on top of website management there’s now this whole online social media engagement thing – customers and people talking about you and your products – the days of ignoring your website and online social media are numbered.

Today the average visitor:sale conversion rate for retail sites is less than 1% – (that leaves a lot of room for improvement).

Every website needs to feel like walking into a store – to meet, greet, engage, built trust and engage.

At last month’s CLIVE ALIVE event, our panel talked about “creative differentiation” to cut through web clutter and engage audiences.

There are many online business successes (both small and large) that have defined their online niche

Author Iggy Pintado has a click through rate of 17% on his video.  New client Aussie logos has seen web site visitor bounce rates drop 7.5%, pages viewed up 11.5% and sales up 4.5% so far.

This month sees the Online Retailer Conference in Sydney.

It will be interesting to see what Gerry does over the next couple of years.

“You have to sit by the side of a river a very long time before a roast duck will fly into your mouth. Read my lips: everybody has to sell. Consumer companies, tech companies, ministers, authors, artists, teachers, environmentalists… everyone has to sell something”  Guy Kawasaki

Cheers, have a great month – any feedback please send me a note or call

I love this (for all us old Aussie web nerds) – the History of the Australian web


CLIVE ALIVE Event Invite - Wed August 5th 2009CLIVE ALIVE Event – Wednesday 5th August, Sydney, 6PM, Clock Hotel, Surry Hills, FREE

If you’re in Sydney Wednesday afternoon then please feel welcome to join us for our 2nd “CLIVE ALIVE” event.   These events aim to bring together Australian film makers, media and advertising types, clients, publishers and Internet experts to focus on the growing Internet video opportunity and “humanising the web”.

A very short but informative video of our first event can be seen here

Please see web for more information:

Maxys Tweets from the Streets



Ex publican, photographer, musician, entrepreneur and Head of Digital for the Cronulla Sharks.