10.31.17

The Yellow What?

Posted in The Yellow What? at 12:48 pm by Administrator

Laying in my driveway was a book wrapped in plastic. There was also probably one in your driveway. What was the book? The “Yellow Pages”. I didn’t know they still published the “Yellow Pages”? There are businesses advertising so they must still work. What struck me is the realization about how much technology has changed the marketing world. Not that long ago businesses relied on newspaper/magazine/yellow pages, television and radio for their marketing dollars. Now, many businesses have eliminated or significantly cut their budgets from these once traditional marketing methods and now spend those dollars for online and social marketing. To grow our businesses we need to evaluate what type of marketing we are doing and is it working. The old way of advertising does not work in many markets but if we continue on that path the returns are going to be minimal. I’m hesitant to say get rid of one certain type of marketing because it depends on your product, your demographic and location.

Recently I was stranded with auto problems in a remote mountain area. I asked around for an auto mechanic recommendation. The lodge employee said, “Rick’s down the road is great.” I couldn’t google Ricks’ information- no phone service, no internet. “Do you have Rick’s number?” Desk drawer opens, out comes the Yellow Pages, then the alphabetical search, then the phone number. Voila- there is a need in that area for that type of marketing.

The reminder for all of us is to continually look at how we are reaching our potential customers and not be afraid to try something new or different.

Regards,

Brian