The Future of Yellow Pages

Dick Larkin American Marketing & Publishing

American Marketing & Publishing HomePages Directories 323 Community Directories 54 new books last year 194 new books planned this year Average 10,800 copies 10 Upper Midwestern States 14 Years in Business

Conquering Misperceptions Crafting New Realities

Good News and Bad News

First, the BAD NEWS

If you are in the business of printed telephone directories, you are going to be out of business

EVERYONE ( outside of the industry) agrees that printed directories are going to die

They only disagree on the timing

Now the good news

I mean the other good news

If you are in the business of connecting customers

Your services will always be needed

Perception Is Not Reality

Perception DRIVES Reality

The expectation that print is dying is accelerating the final outcome

I’ll believe it when I _ _ _ it

WRONG!

I’ll believe it when I believe it

Customers doubt your claims

They are confused by your “facts”

Help them convince themselves

Share Stories of Others Being Successful

Tell Your Story

Good News from the Future

This survives but in a new form

Live Long and Prosper

Arousing Developments in Advertising

Risk Shifting

In the good old days, advertisers bore all the risk

If ads didn’t work, their only recourse was to quit advertising

You could count on delivery, but not engagement

Pay-Per-Click is a guarantee of engagement

Pay-per-call is even more engagement

Groupon Flipped the Model

Rather than ask for advertising dollars, Groupon delivers a check and an audience FIRST

The world has changed. Deal with it.

Look Where It’s Going

The best way to look into the future is to look into the past

5 Years Ago 2006

5 years ago in 2006
Facebook was 2 years old
invitation only
restricted to students and a few companies
It now has over 600 million active users

5 years ago in 2006
Oxford English Dictionary added “Google” as an official word (noun and verb)

5 years ago in 2006
YouTube was 14 months old and would not acquired by Google until October 2005

5 years ago
Twitter did not exist
(would not be launched until July 2006)
294 million Twitter users today

iPhone more than a year away.
(introduced July 2007)
Top selling phone of 2006 was a phone

Blockbuster had 9,000 stores
They currently have 5,000 stores and were sold in bankruptcy to Dish Network

The first Redbox kiosks were tested
They now have 26,000 locations and have rented over a billion DVDs

Everything is . . .

More Personal

More Mobile

More Socially Connected

More Convenient

More Measureable

More Efficient

More Self Service

More Instant

The pace of change is increasing

Margins keep going down

Conquering Misperceptions

5 Years From Now 2016

Will we be
online more?

Will we be more socially networked ?

Will video be
more important?

Will mobile be
more important?

Will people still want deals?

Will risk continue to shift away from the advertiser?

Will businesses still need help getting customers?

The Secret to the Perception of Success

Fast Results = Success

So What Should You Do?

Get Help

Be the Navigator and Activator

Act Like You Know What You’re Doing

Businesses Crave Vision

So Now What?

People Buy From Someone They

Know Like & Trust

Step 1. Sell Something Engaging

Step 2 Reduce Risk

Step 3 Work Like Hell to Make the Customer Happy

Repeat and Refine

Make Your Own Rules

ADP Members want you to succeed and will help

Thank You

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The Future of Yellow Pages

by Dick Larkin on Apr 28, 2011

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The Future of Yellow Pages — Webinar Transcript