Dick Larkin

American Marketing & Publishing

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

Conquering Misperceptions

Crafting New Realities

Good Newsand

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 The expectation that print is dying is print is dying is

accelerating the final accelerating the final outcomeoutcome

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 Help them convince convince

themselvesthemselves

Share Stories of

Others Being

Successful

Tell Tell YourYour Story Story

Good News from the FutureGood News from the Future

This survives but in a

new form

Live Long and Prosper

ArousingDevelopments in Advertising

Risk ShiftingRisk 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.The world has changed.Deal with it.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 ConnectedMore 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 NavigatorBe the Navigatorand Activatorand Activator

Act Like Act Like You Know You Know

What You’re What You’re DoingDoing

BusinessesCraveVision

So Now What?

People Buy From Someone They

KnowKnowLikeLike

&&TrustTrust

Step 1.Sell Something Engaging

Step 2Reduce Risk

Step 3Work Like

Hell to Make the Customer

Happy

RepeatRepeatandand

RefineRefine

Make Your Own Rules

ADP Members want you to ADP Members want you to succeed and will helpsucceed and will help

ThankYou