2011 July: Campbell, Harrington & Brear

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Part IV: Resist! Don’t Be Assimilated into the NEW On-line Directory Companies’ Programs.

July 19th, 2011
Posted By: Mel Campbell, Jr.

Don’t Be Assimilated into the NEW On-line Directory Companies’ Programs. Over a year ago, I wrote an article called Beware The Digital Age. I felt there was so much material written about the good news side of new media – and there is a good side – that people needed to be made aware of the negative side and all the many hidden traps that accompany this new advertising medium.

The major warning I wrote was, “… they are dying industries. Industries who have felt it coming for years but are now at the Pearly Gates. For newspapers, the Yellow Pages, many printers, and some publishers, it’s over. The big danger to you is they are quickly reinventing themselves and now marketing themselves as experts in fields they know nothing about. Newspapers are web developers, web advertisers, your digital expert source. Yellow Pages is selling SEO and SEM services. Even printers are entering the SEO, SEM business. Desperate industries do desperate things. They know nothing about these things. Avoid being a victim in their decline.” Part IV: Resist! Don’t Be Assimilated into the NEW On-line Directory Companies’ Programs. continued »

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Making Marketing Mesh for a Re-Wired Company

July 18th, 2011
Posted By: Mel Campbell, Jr.

When New York Wire Company spun off its consumer insect screening line last year, it also sold the New York Wire brand name and its unicorn logo.

The company was now free to specialize in its true competencies: the design and production of engineered industrial open mesh and light wire material for a strong group of core customers – as well as for a yet-unknown, untapped universe of potential customers.

Making Marketing Mesh for a Re-Wired Company continued »

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Part III: Saying Goodbye Is Never Easy … What Do You Mean I Can’t Cut Back?

July 5th, 2011
Posted By: Mel Campbell, Jr.

Say good-bye to yellow page ads - image Okay, so I am now assuming that you, after reading the first two blog posts, believe paying out your hard earned cash for yellow directory advertising is a total waste. If you don’t believe that, you need to reread the first two installments on this topic or go back to reading about unicorns and their rainbow poo.

Yellow directory advertising is over. Permanently.

So what’s a person to do? Simple, next time, tell your yellow directory rep you are out all together.

Now, I know you are probably thinking: “Okay it’s over for phone directories, but I will just slash the budget by 50% or 75% or 90% this year.” Kinda ease your way out of yellow advertising.

Part III: Saying Goodbye Is Never Easy … What Do You Mean I Can’t Cut Back? continued »

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