So, have you ever heard of Perth described as "the sexy city"? For those that have, some will have been disappointed to find out the tag has nothing to do with mini skirts, nice boobs, six pack abs or cute buns. Perth get's the "sexy" tag from the outgoing and forward nature of it's population and it's administrators. The isolated nature of the West Australian capital and the willingness of the Perth people to explore new socio economic and social boundaries have made this jewel on the Australian west coast a mecca for global business to launch new products and services in trial mode. Many of the products we consume today were test marketed in Perth months, sometimes years before the rest of Australia or indeed the world ever got to hear about them. Recently, Australia's newest online business directory, www.dLook.com.au, did a soft launch in Perth to trial it's revolutionary online "quote me" system. dLook marketing executives reported that the feedback received from the Perth market helped shape the final dLook product which was launched nationally in April of this year and is set to knock off the profit hungry telco giant yellow pages online by the end of 2007. Not all new products have the same success on the Perth market as these guys did. In January of this year Pepsi did a soft launch of their new world wide cherry cola brand through the Perth take away food outlet industry. True to form, Perth consumers gave the new cola the BIG thumbs down sending Pepsi executives scurring back to their labs and the Pepsi marketing people to the nearest skip bin with the new cola's promotional material. New York New York, the song made famous by old blue eyes himself, Frank Sinatra, contains the line "if you can make it there you've made it anywhere" may well ring true for theatre and the arts, but if it's marketing you want cross out New York and substitute Perth. It is not uncommon to find the cream of the world's advertising hirachy doing the latte thing in Perth's trendiest cafe's under the guise of a well earned holiday. In fact sources tell us that Perth is host to more top level advertising conferences than any other city in the world. Perth sexy??????? You Bet!

Google, Yahoo, MSN, Spiders. These four words are the make or break for so very many companies around the world who rely on web traffic to do business. There are 100's of thousands if not millions of businesses world wide who face the daily task of optimising their respective websites to give the big 3 spiders an incentive to promote their site towards the front of the big 3's organic listings. WHY????? simple, if you aint on the front page of Google, Yahoo or MSN you might as well save your hosting fees, pack up and go home. Enter "AD WORDS". That's right folks, you too can be on the front page of the trillion dollar search engines but your gunna pay for the privilige. How much? How often? How successful? (I knew you would ask). Well, it depends on so very many things but the main thing is BUDGET. The more you pay the more you get. And you thought "IT" was a new thing Recent entrant to the Australian business directory market http://www.dLook.com.au set out to take on the mighty but totally arrogant and well entrenched Yellow Pages Online directory. A team of super bright software engineers from Alliance Software in Melbourne Australia set out to build Australia's smartest online business directory. It took them over a year and thousands of programming hours but in the end they came up with a product (dLook.com.au) which not only makes the big Yellow pig look stupid but can hold it's own with any directory on the planet. OK, so what? who's heard of dLook.com.au. Well, thanks to a very aggresive (ie expensive) ad word campaign with the big 3 a total of 150,000 users per month, and growing, have heard of it. Take away the ad word campaign and that figure would be more like 1,000. Why? simple. Until Google, Yahoo and MSN recognise the significance of this site and promote it naturally through their organic listings the dLook adword campain is the ONLY thing which will promote this fantastic new site to the internet users who wish to find the vast amount of information it contains. Until a site has "aged" and has been probed and investigated by these super intelligent spiders belonging to the big 3 ad words are a sites ONLY chance of survival. If anyone has a better method I would love to hear about it.