The document discusses how traditional media like print ads, television, radio, and yellow pages are declining as people spend more time online. It notes that women in particular spend a significant time on social networks like Facebook. The document argues that to effectively reach customers, especially women aged 28-45 with children and incomes over $100k, marketing should meet them online through channels like blogs, Twitter, and display ads rather than traditional static media. Doing so allows spending less money on efforts that can be tracked and changed based on new data insights from online engagement.

1. The Yellow Pages Are Dead Matt Hillis Bergamo Montessori School

2. Problem

3. I don’t know where to start.

4. This talk

5. This talk

6. not this

7. not you

8. not me

14. Bergamo Montessori School Enrollment 160 Students 2 2004

15. Bergamo Montessori School Enrollment 160 Students 400 Students 2 2004 2011

16. Sacramento is miserable

18. great story

19. great staff

20. great opportunity

21. marketing helped!

22. Problem

23. Media is changing.

24. Print, television and radio influence is sinking

25. The digital divide

26. Is being torn down.

27. Rapidly.

28. 1995: Those crazy kids with the internet

29. 2000: Those crazy kids on Napster

30. 2005: Those crazy kids on MySpace

31. 2011: These people are now your parents.

32. and they live their lives online.

33. Women spend 38.6 hours a month online.

34. 16.3% of that time on social networks

35. 1/3 of all women online check Facebook first thing in the morning.

36. 300 minutes with this guy.

37. our target market

38. Is it her?

39. Is it him?

40. Is it her?

41. I hope not.

42. Female 28 -45 years old Educated Child 0-4 years Income = $100K +

43. Please forgive me, Dottoressa.

44. What is her life like?

45. too fast

46. too much information

47. too many choices

48. Attention is in short supply.

49. Look: a purple cow!

51. yellow pages

52. yellow pages print ads

53. yellow pages print ads radio ads

54. yellow pages print ads radio ads television ads

55. yellow pages print ads radio ads television ads even the school brochure

56. = static media

57. Commitment

58. Is it working?

59. Slow to change

60. waste

61. Disadvantage

62. This is Maria Montessori

63. Please forgive me, Dottoressa.

64. This is Maria Montessori

65. This is Maria Montessori

66. Why?

75. Matt’s email failure.

76. Be brave.

77. Solutions

78. Meet our target market where they are

79. Meet our target market where they are Spend less money (sometimes free!)

80. Meet our target market where they are Spend less money (sometimes free!) No commitments

81. Meet our target market where they are Spend less money (sometimes free!) No commitments Easily track your results

82. Meet our target market where they are Spend less money (sometimes free!) No commitments Easily track your results Change your strategy with new data

83. Twitter = quitter

84. blogging is essential

85. I lied

86. Me too.

87. Display ads (billboards)

90. Direct Mail

92. Hire a professional designer!

93. 10,500 site views in last month

94. 8000 unique visitors in last month

95. Thanks for your attention! Matt@BergamoSchools.com