Browsing articles by " John Tabita"

Can You Hear Me? Over…

Oct 26, 2010   //   by John Tabita   //   Advertising, Business, Internet Marketing  //  No Comments

Technology is wonderful… except, of course, when it’s not. Like when my parents have something “really important” to tell us … and they call our house phone, my cell phone and my wife’s cell phone… all in a matter of minutes. (We love you, Mom and Dad, really.)

Or like the time the scoutmaster needed a permission slip for my son’s upcoming campout. He sent me a private Facebook message. Unfortunately, I hadn’t been on Facebook for several days and showed up to the meeting without the slip.

New technologies often replace older technologies. (Do you remember floppy discs? No, neither do I.) But oftentimes, new technologies merely supplement an existing one. Friends and family now have several options to communicate with me: They can call my cell phone or my landline, email me, text me, send me a private Facebook message, or post something on my Facebook wall.

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John Tabita

Marketing Evangelist and Blogger at SitePoint.com. Digital Strategy Director at HainesLocalSearch.com. Passionate about helping people and businesses reach their fullest potential and become wildly successful.

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Yellow Page Advertising, Part 5: Google Search vs. Internet Yellow Pages

Oct 4, 2010   //   by John Tabita   //   Advertising, Business, Internet Marketing  //  No Comments

I always find it interesting (and refreshing) when a search marketing company has something positive to say about the Yellow Pages. As someone who ran a web development business for over 5 years, I can certainly understand their bias. But it seems that the folks over at Search Engine People have decided to go with the facts rather than anecdotal evidence regarding the effectiveness of Yellow Page advertising.

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John Tabita

Marketing Evangelist and Blogger at SitePoint.com. Digital Strategy Director at HainesLocalSearch.com. Passionate about helping people and businesses reach their fullest potential and become wildly successful.

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Free Air Guitars

Sep 22, 2010   //   by John Tabita   //   Business  //  No Comments


Looks like 96.3 Rock Radio is running a free air guitar promotion. Get yours while you can!

Image credit

John Tabita

Marketing Evangelist and Blogger at SitePoint.com. Digital Strategy Director at HainesLocalSearch.com. Passionate about helping people and businesses reach their fullest potential and become wildly successful.

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“I’ll Start Advertising Again when Business Picks Up…”

Sep 14, 2010   //   by John Tabita   //   Advertising, Business  //  No Comments


That was an actual response heard by one of my appointment setters.

Why is it that no one says things like, “I’ll pay my phone bill again when business picks up,” or “I’ll pay my electric bill once business picks up”? How do you expect business to “pick up” if you don’t advertise?

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John Tabita

Marketing Evangelist and Blogger at SitePoint.com. Digital Strategy Director at HainesLocalSearch.com. Passionate about helping people and businesses reach their fullest potential and become wildly successful.

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Yellow Page Advertising, Part 4: Return on Investment

Sep 10, 2010   //   by John Tabita   //   Advertising, Business  //  No Comments

Anyone who’s read a business book or gone to college should know ROI is a number derived from a simple mathematical formula.

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John Tabita

Marketing Evangelist and Blogger at SitePoint.com. Digital Strategy Director at HainesLocalSearch.com. Passionate about helping people and businesses reach their fullest potential and become wildly successful.

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Yellow Page Advertising, Part 3: Too Expensive?

Sep 2, 2010   //   by John Tabita   //   Advertising, Business  //  No Comments

I’ve been told by older reps how sweet it was to sell Yellow Page advertising “back in the day” (that being when phone companies had a monopoly on Yellow Pages). They tell me the typical sales pitch went something like this:

I’m here to sell you Yellow Page advertising. Oh, youre not interested? Well, you will be. Here’s my card; call me when you change your mind. Oh… and the book’s closing in 2 weeks.

That’s how first half of their day was spent. The second half usually involved golf…

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John Tabita

Marketing Evangelist and Blogger at SitePoint.com. Digital Strategy Director at HainesLocalSearch.com. Passionate about helping people and businesses reach their fullest potential and become wildly successful.

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What Every Business Owner Can Learn From Apple

Aug 27, 2010   //   by John Tabita   //   Advertising, Business, Marketing  //  No Comments

I just read an interesting analysis [pdf] of the “Get a Mac” ad campaign… you know, the ones with the nerdy businessman (“I’m a PC”) and the cool hipster (“I’m a Mac”) politely bantering about which is superior.

The long-running commercials have won advertising awards, been praised by Mac users, denegrated by PC loyalists, and parodied numerous times on sites like YouTube. There’s even a website where you can watch all 60+ commercials.

But the ultimate success of any advertising campaign is, How much did it affect sales? Here are the results:

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John Tabita

Marketing Evangelist and Blogger at SitePoint.com. Digital Strategy Director at HainesLocalSearch.com. Passionate about helping people and businesses reach their fullest potential and become wildly successful.

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Yellow Page Advertising, Part 2: Yellow Page Consumers—Ready to Buy

Aug 23, 2010   //   by John Tabita   //   Advertising, Business  //  No Comments


As the image above illustrates, consumer behavior towards any particular medium is what makes it a valuable advertising channel. For newspaper and magazines, it’s the number of people who have subscribed to the publication. For outdoor advertising, it’s the number of cars driving past a particular location each day. For television and radio, it’s their ratings. For a website, it’s the number of visits, or unique visits, each month.

Yellow Pages are no different. Yellow Page publishers create directories with useful content in order to get consumers to use it. The more people who use the directory, the better it is for its advertisers. Why advertise in a book that only 5 percent of shoppers use, verses one that 30, 50, or even 75 percent use?

Yet, there is one critical difference that distinguishes Yellow Pages from nearly all other forms of advertising.

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John Tabita

Marketing Evangelist and Blogger at SitePoint.com. Digital Strategy Director at HainesLocalSearch.com. Passionate about helping people and businesses reach their fullest potential and become wildly successful.

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Yellow Page Advertising, Part 1: Yellow Page Usage

Aug 19, 2010   //   by John Tabita   //   Advertising, Business  //  No Comments


It’s become an online hobby for many marketing “gurus” to diparage Yellow Pages as “antiquated” and “obsolete.” They say things like, “Who uses the Yellow Pages anymore, anyway?” or they criticize the research studies yet never provide any data of their own to prove their point.

In reality, all studies are done by independent media firms (much like the Nielsen ratings do with television). So in the interest of the truth, I present to you a joint study, conducted by two such firms, Burke and comScore, which found the following about Yellow Page usage:

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John Tabita

Marketing Evangelist and Blogger at SitePoint.com. Digital Strategy Director at HainesLocalSearch.com. Passionate about helping people and businesses reach their fullest potential and become wildly successful.

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Sorry, I just couldn’t resist…

Aug 15, 2010   //   by John Tabita   //   Business  //  No Comments

John Tabita

Marketing Evangelist and Blogger at SitePoint.com. Digital Strategy Director at HainesLocalSearch.com. Passionate about helping people and businesses reach their fullest potential and become wildly successful.

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I get excited about geek stuff. But I’m also passionate about helping people and companies reach their fullest potential and becoming wildly successful.

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