yellow pages are dead final
TRANSCRIPT
![Page 1: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/1.jpg)
The Yellow Pages Are Dead
Matt Hillis
Bergamo Montessori School
![Page 2: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/2.jpg)
Problem
![Page 3: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/3.jpg)
I don’t know
where to start.
![Page 4: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/4.jpg)
This talk
![Page 5: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/5.jpg)
This talk
![Page 6: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/6.jpg)
not this
![Page 7: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/7.jpg)
not you
![Page 8: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/8.jpg)
not me
![Page 9: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/9.jpg)
![Page 10: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/10.jpg)
![Page 11: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/11.jpg)
![Page 12: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/12.jpg)
![Page 13: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/13.jpg)
![Page 14: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/14.jpg)
Bergamo Montessori School Enrollment
2 2004
160 Students
![Page 15: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/15.jpg)
Bergamo Montessori School Enrollment
2 2004
160 Students
2011
400 Students
![Page 16: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/16.jpg)
Sacramento is miserable
![Page 17: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/17.jpg)
![Page 18: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/18.jpg)
![Page 19: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/19.jpg)
![Page 20: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/20.jpg)
![Page 21: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/21.jpg)
![Page 22: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/22.jpg)
Problem
![Page 23: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/23.jpg)
Media is
changing.
![Page 24: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/24.jpg)
Print, television and radio
influence is sinking
![Page 25: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/25.jpg)
The digital divide
![Page 26: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/26.jpg)
Is being torn
down.
![Page 27: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/27.jpg)
Rapidly.
![Page 28: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/28.jpg)
1995: Those crazy
kids with the internet
![Page 29: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/29.jpg)
2000: Those crazy
kids on Napster
![Page 30: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/30.jpg)
2005: Those crazy
kids on MySpace
![Page 31: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/31.jpg)
2011: These people
are now your parents.
![Page 32: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/32.jpg)
and they live their
lives online.
![Page 33: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/33.jpg)
![Page 34: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/34.jpg)
![Page 35: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/35.jpg)
![Page 36: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/36.jpg)
300 minutes with
this guy.
![Page 37: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/37.jpg)
our target market
![Page 38: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/38.jpg)
Is it her?
![Page 39: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/39.jpg)
Is it him?
![Page 40: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/40.jpg)
Is it her?
![Page 41: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/41.jpg)
I hope not.
![Page 42: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/42.jpg)
![Page 43: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/43.jpg)
Please forgive
me,
Dottoressa.
![Page 44: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/44.jpg)
What is her life like?
![Page 45: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/45.jpg)
![Page 46: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/46.jpg)
![Page 47: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/47.jpg)
![Page 48: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/48.jpg)
![Page 49: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/49.jpg)
Look: a purple cow!
![Page 50: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/50.jpg)
![Page 51: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/51.jpg)
yellow pages
![Page 52: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/52.jpg)
yellow pages
print ads
![Page 53: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/53.jpg)
yellow pages
print ads
radio ads
![Page 54: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/54.jpg)
yellow pages
print ads
radio ads
television ads
![Page 55: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/55.jpg)
yellow pages
print ads
radio ads
television ads
even the school brochure
![Page 56: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/56.jpg)
= static media
![Page 57: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/57.jpg)
Commitment
![Page 58: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/58.jpg)
Is it
working?
![Page 59: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/59.jpg)
Slow to change
![Page 60: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/60.jpg)
waste
![Page 61: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/61.jpg)
Disadvantage
![Page 62: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/62.jpg)
This is Maria
Montessori
![Page 63: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/63.jpg)
Please forgive
me,
Dottoressa.
![Page 64: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/64.jpg)
This is Maria Montessori
![Page 65: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/65.jpg)
This is Maria
Montessori
![Page 66: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/66.jpg)
Why?
![Page 67: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/67.jpg)
![Page 68: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/68.jpg)
![Page 69: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/69.jpg)
![Page 70: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/70.jpg)
![Page 71: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/71.jpg)
![Page 72: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/72.jpg)
![Page 73: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/73.jpg)
![Page 74: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/74.jpg)
![Page 75: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/75.jpg)
Matt’s email failure.
![Page 76: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/76.jpg)
![Page 77: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/77.jpg)
Solutions
![Page 78: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/78.jpg)
Meet our target market where they are
![Page 79: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/79.jpg)
Meet our target market where they are
Spend less money (sometimes free!)
![Page 80: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/80.jpg)
Meet our target market where they are
Spend less money (sometimes free!)
No commitments
![Page 81: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/81.jpg)
Meet our target market where they are
Spend less money (sometimes free!)
No commitments
Easily track your results
![Page 82: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/82.jpg)
Meet our target market where they are
Spend less money (sometimes free!)
No commitments
Easily track your results
Change your strategy with new data
![Page 83: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/83.jpg)
=
quitter
![Page 84: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/84.jpg)
blogging
is
essential
![Page 85: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/85.jpg)
I lied
![Page 86: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/86.jpg)
Me too.
![Page 87: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/87.jpg)
Display ads(billboards)
![Page 88: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/88.jpg)
![Page 89: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/89.jpg)
![Page 90: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/90.jpg)
Direct Mail
![Page 91: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/91.jpg)
![Page 92: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/92.jpg)
Hire
a
professional
designer!
![Page 93: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/93.jpg)
10,500 site views in last month
![Page 94: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/94.jpg)
8000 unique visitors in last month
![Page 96: Yellow pages are dead final](https://reader031.vdocuments.site/reader031/viewer/2022032421/55a85a461a28ab876d8b4637/html5/thumbnails/96.jpg)