Adapting to change and embracing technology has been key to the ongoing success of Wises which is now into its 125th year of business in New Zealand. Wises recently launched a free service to businesses, allowing them to put themselves on the map using a self-service advert builder. The company, which started out mapping the Otago gold fields, now attracts over 300,000 visitors a month to its website.Dwayne Alexander, Wises CEO, has been at the helm for 18-months and says when he joined it was still a very traditional paper-based company. Alexander describes having a light-bulb moment which led to Wises upgrading to a business search engine and allowing businesses to create, host and market their own online advert or microsite. “This sort of innovation is really putting business on the map – so to speak - and helps them get to their target audience in a cost-effective way,” he says. Those businesses wanting to go the extra mile can upgrade to Gold, Silver or Platinum HTML packages with prices ranging from $500 to $2000 depending on the package and Alexander says Wises is looking at introducing a monthly payment option. “New Zealand is a nation of small businesses so being able to remove the production costs from an ad is a big attraction. The feedback we’re getting shows advertisers appreciate the ability to update their advertising when it suits them.” Now, he says, anyone looking for a business, product or service can find it, click onto the company’s website and print out a map of how to get there. “Wises has grown its assets and developed a unique proposition. We’re not resting on our laurels however and are looking to reinvent every quarter,” he says.