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IGNITE TRANSFORMATION: If everyone else is jumping off a cliff, would you do it too? Why you need C

The situation: A client with regulated profit margins and small offices in numerous cities was spending an inordinate amount of money on Yellow Page ads. They did this every year, often times in multiple phone books for each office (local, regional, etc.) The plethora of overlapping phone books made it difficult to track ad expenses to a specific office, and all but impossible to track ad effectiveness. They called me in when they were feeling pressured to expand their footprint to online YP ads as well. The solution: My first advice to the client was to stop all YP purchases immediately until we could assess the situation. All calls were directed to me instead of the sweet girl in accou

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