You have to search very hard for any news that is released by the Association of Professional Landscapers. Their preferred and only source of info seems to be Hort Week.
I have been catching a round-up of the news in the last couple of weeks and I still think that the APL don't 'get it' when it comes to understanding what members demand of an organisation like theirs.
The APL has web site for ages and it should be the most powerful media distribution point in the whole of their public relations tool box but it has been largely ignored and neglected.
It is about a year since my first conversation with James Steel-Sargent who acknowledged my criticism and opinion that the site was useless, although he did boast that they ranked number one on Google for the word landscaper.
On the 23rd January 2009 the APL said that their website was under review and it had to be made much more consumer orientated with member interactivity built into it (I wonder where they got this from?). Should it take eight to twelve months to put a plan into action?
I also note that the APL, rather than promoting its own website, is planning a campaign with Yell.com, to advertise its members businesses.
It doesn't take a brain surgeon to do a little research to determine that Yell is losing ground and market share at a great rate of knots.
In a recent earnings review, "Business directory group Yell is still not making enough from the web to offset falling ad sales in its printed Yellow Pages, but its 2008 earnings were worsened by currency fluctuations and debt charges, and the next few months look tough in the daunting classifieds market."
The Yell model is dead in my opinion and will lead to less advertising exposure and reduce the potential success for APL members.
Every time I read something written about the APL it makes me growl. They seem devoid of any ideas and answers to the real threats that face its members businesses and seem to always shut the door after the horse has bolted.
Recent Comments