the future of yellow pages
DESCRIPTION
Dick Larkin's closing keynote to the Association of Directory Publishers conference on April 28, 2011TRANSCRIPT
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Dick Larkin
American Marketing & Publishing
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American Marketing & Publishing
HomePages Directories
323 Community Directories54 new books last year
194 new books planned this year
Average 10,800 copies
10 Upper Midwestern States
14 Years in Business
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Conquering Misperceptions
Crafting New Realities
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Good Newsand
Bad News
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First, the BAD NEWS
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If you are in the business of printed
telephone directories, you are going to be out
of business
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EVERYONE (outside of the industry) agrees that printed directories are going to die
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They only disagree on the timing
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Now the good news
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I mean the other good news
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If you are in the business of connecting customers
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Your services will always be
needed
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Perception Is Not Reality
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Perception DRIVES Reality
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The expectation that The expectation that print is dying is print is dying is
accelerating the final accelerating the final outcomeoutcome
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I’ll believe it when
I _ _ _ it
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WRONG!
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I’ll believe it when
I believe it
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Customers doubt your
claims
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They are confused by your “facts”
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Help them Help them convince convince
themselvesthemselves
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Share Stories of
Others Being
Successful
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Tell Tell YourYour Story Story
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Good News from the FutureGood News from the Future
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This survives but in a
new form
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Live Long and Prosper
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ArousingDevelopments in Advertising
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Risk ShiftingRisk Shifting
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In the good old days, advertisers bore all the risk
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If ads didn’t work, their only recourse was to quit advertising
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You could count on delivery, but not
engagement
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Pay-Per-Click is a guarantee of engagement
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Pay-per-call is even more
engagement
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Groupon Flipped the
Model
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Rather than ask for advertising dollars,
Groupon delivers a check and an audience FIRST
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The world has changed.The world has changed.Deal with it.Deal with it.
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Look Where It’s Going
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The best way to look into the
future is to look into the past
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5 Years Ago
2006
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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
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5 years ago in 2006
• Oxford English Dictionary added “Google” as an official word (noun and verb)
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5 years ago in 2006
• YouTube was 14 months old and would not acquired by Google until October 2005
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5 years ago
• Twitter did not exist(would not be launched until July 2006)
• 294 million Twitter users today
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• iPhone more than a year away. (introduced July 2007)
• Top selling phone of 2006 was a phone
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Blockbuster had 9,000 stores
They currently have 5,000 stores and were sold in bankruptcy to Dish Network
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The first Redbox kiosks were tested
They now have 26,000 locations and have rented over a billion DVDs
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Everything is . . .
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More Personal
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More Mobile
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More Socially ConnectedMore Socially Connected
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More Convenient
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More Measureable
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More Efficient
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More Self Service
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More Instant
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The pace of change
is increasing
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Margins keep going down
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Conquering Misperceptions
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5 Years From Now
2016
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Will we be
online more?
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Will we be more socially networked?
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Will video be
more important?
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Will mobile be
more important?
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Will people
still want
deals?
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Will risk continue to shift away from
the advertiser?
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Will businesses
still need help getting customers?
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The Secret to the Perception of Success
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Fast Results = Success
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So What Should You Do?
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Get Help
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Be the NavigatorBe the Navigatorand Activatorand Activator
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Act Like Act Like You Know You Know
What You’re What You’re DoingDoing
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BusinessesCraveVision
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So Now What?
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People Buy From Someone They
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KnowKnowLikeLike
&&TrustTrust
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Step 1.Sell Something Engaging
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Step 2Reduce Risk
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Step 3Work Like
Hell to Make the Customer
Happy
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RepeatRepeatandand
RefineRefine
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Make Your Own Rules
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ADP Members want you to ADP Members want you to succeed and will helpsucceed and will help
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ThankYou
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