Marketing & Publishing Company Shares Vision for Connecting Customers in Changing Digital Landscape
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Dick Larkin's closing keynote to the Association of Directory Publishers conference on April 28, 2011
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Marketing & Publishing Company Shares Vision for Connecting Customers in Changing Digital Landscape
- 1. Dick Larkin American Marketing & Publishing
- 2. 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
- 3. Conquering Misperceptions Crafting New Realities
- 4. Good News and Bad News
- 5. First, the BAD NEWS
- 6. If you are in the business of printed telephone directories, you are going to be out of business
- 7. EVERYONE ( outside of the industry) agrees that printed directories are going to die
- 8. They only disagree on the timing
- 9. Now the good news
- 11. I mean the other good news
- 12. If you are in the business of connecting customers
- 13. Your services will always be needed
- 14. Perception Is Not Reality
- 15. Perception DRIVES Reality
- 16. The expectation that print is dying is accelerating the final outcome
- 18. I’ll believe it when I _ _ _ it
- 19. WRONG!
- 20. I’ll believe it when I believe it
- 21. Customers doubt your claims
- 22. They are confused by your “facts”
- 23. Help them convince themselves
- 24. Share Stories of Others Being Successful
- 25. Tell Your Story
- 26. Good News from the Future
- 27. This survives but in a new form
- 31. Live Long and Prosper
- 32. Arousing Developments in Advertising
- 33. Risk Shifting
- 34. In the good old days, advertisers bore all the risk
- 35. If ads didn’t work, their only recourse was to quit advertising
- 36. You could count on delivery, but not engagement
- 37. Pay-Per-Click is a guarantee of engagement
- 38. Pay-per-call is even more engagement
- 39. Groupon Flipped the Model
- 40. Rather than ask for advertising dollars, Groupon delivers a check and an audience FIRST
- 41. The world has changed. Deal with it.
- 42. Look Where It’s Going
- 43. The best way to look into the future is to look into the past
- 44. 5 Years Ago 2006
- 52. Everything is . . .
- 53. More Personal
- 54. More Mobile
- 56. More Convenient
- 57. More Measureable
- 58. More Efficient
- 59. More Self Service
- 60. More Instant
- 61. The pace of change is increasing
- 62. Margins keep going down
- 64. 5 Years From Now 2016
- 72. The Secret to the Perception of Success
- 73. Fast Results = Success
- 74. So What Should You Do?
- 75. Get Help
- 76. Be the Navigator and Activator
- 77. Act Like You Know What You’re Doing
- 79. So Now What?
- 80. People Buy From Someone They
- 81. Know Like & Trust
- 82. Step 1. Sell Something Engaging
- 83. Step 2 Reduce Risk
- 84. Step 3 Work Like Hell to Make the Customer Happy
- 86. Make Your Own Rules
- 87. ADP Members want you to succeed and will help
- 88. Thank You