Sarasota local business owners embrace & defy today’s marketing reality, scrambling to “make work” TODAY’S marketing tools while divorcing yesterday’s “yellow pages.”

Seriously, does anyone YOU know even use Yellow Pages any longer?

Last week, I stood before Sarasota business owners, presenting “Selling In Digital Age – What Every Bricks & Mortar Business Owner Must Know To Survive & Thrive!”

Some encouraging faces…some confused faces…some defiant faces greeted me.

In translation, some business people understand new age marketing…that is, they understand HOW the Internet helps them reach more people, create brand [customer] loyalty & increase profits. They may not know exactly what to do, but they know the Internet is where they need to be TODAY, not just tomorrow.

On the other hand, some business owners refuse to transition from newspaper & “yellow page” advertising – or they’re scared to death to embrace change (whether or not change is inevitable).

As such, these business people defiantly hold on to dated, ineffective marketing strategies…watching in horror as their businesses die.

Sarasota business owners question “Yellow Pages”….

Seriously, do you know anyone today using Yellow Pages?

To be blunt, 20-40 year olds are NOT using Yellow Pages, no matter how “yell page” providers attempt to re-invent themselves. These 20-40 year olds are today’s and tomorrow’s customers, aren’t they?

During my presentation, I gave clear examples of business owners transitioning (slowly) from old marketing to new marketing strategies – marketing that is measurable and effective.

At one point, a business owner admitted he’d paid Yellow Pages for many years to advertise his 7 locations from Sarasota, Bradenton to Orlando. In all those years he lamented (shrugging of his shoulders and exhaling), he N-E-V-E-R knew whether his ads worked. All he knew was that he “FELT” he couldn’t shut them down, fearing his phones would stop ringing.

WOW!

To my surprise, not one business owner was:

1. Building a list – no relationship building through list marketing.
2. Using video to HELP people.
3. Even considering mobile marketing – especially restaurant & retail business owners.
4. Maintaining a Facebook page or Twitter account for contests, special offers, customer interaction, Q&A, etc.
5. Blogging or encouraging interaction – all business owners had a “brochure” style website (built circa 1990).  No special offers, coupons, solutions to problems, contests, etc. No special customer loyalty program, no referral program…nothing!
6. Mailing to target audience and/or loyal customers.

As he continued, I noticed other business owners nodding their heads in agreement. They too felt paralyzed – they too (felt they) couldn’t leave Yellow Pages or their current (non) marketing strategies, fearing their businesses would shut down.

I am a Sarasota real estate agent, running my own small business. I also manage marketing for real estate agents throughout the US. Additionally, I help Sarasota business owners develop & implement a marketing strategy (at a pace comfortable to them).

What relevance do you feel Yellow Pages (or “yellow” books) have today? If you’re a business owner, what marketing challenges have you faced? Please jump below & share your experiences, thoughts & questions.

My Sarasota Real Estate blog is not just real estate – it’s the most comprehensive online source for Sarasota attractions including information about Sarasota, beaches, attractions, events & local issues. Whether you are looking for the latest sales, price trends, Sarasota foreclosures or homes for sale in Sarasota, I try to make it all available here. Browse Sarasota homes for sale; call me @ (941) 914-9980 if you or someone you know has a question or wants to buy or sell a house in the Sarasota area.

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