When I arrived in Canada 4 years ago, the first people to contact me was a company working with a big yellow book. I had a lovely lunch meeting with the people, I gave them my thoughts & ideas on how they could move forward into this new digital world capitulating the planet and of course my contact information.
Now, as most people who know will testify, I don’t usually sugarcoat anything, shoot from the hip is a term used a lot here in Canada and I do, It’s just the way I am.
So today as I watch the demise of a once great institution taking place, I ask myself could I really of helped? The answer MOST DEFINATLY.
Now could the hierarchy on the east coast put up with a straight talking Brit? now that’s another question, they could’nt the first time. I did foresee the autotrader’s problems and mentioned it, they lost money on that one. I also told them about the Google Adwords reseller program/agreement they have and what would happen with that a full 12months before it did, psychic, no, Internet experience and common business sense.
They were great at selling advertising in a book every business wanted to be in, there not very good at the Internet game. They may have some good technicians, programmers and traditional marketers in house and they certainly have a few pretty faces, Ive seen them first hand But they don’t have anyone near capable for the online strategy stuff that could relight the company back into a leader they once were.
Need proof? how much have they recently spent on videos, marketing, brochures, Adwords etc promoting the new search engine solutions program, Mucho $$$$ and where do the list organically on search? They should be totally dominating this term.
Now, solution, get expert help, pay the dollars, it wont be cheap, take the company ego’s out of the room, don’t expect a slick marketer in a pinstripe suit showing you a PowerPoint or YouTube video, these guys know shit, the ones who know in this game don’t look or work like that, we just know.
It’s never over until the fat lady sings, do something now or you will be hearing those dulcet tones sooner than you think.
Dont let Bill Gates be right. The old-fashioned printed Yellow Pages used to be the way that people found local business, but not anymore. Microsoft founder Bill Gates has gone so far as to predict the Yellow Pages will be officially dead 2012 .