Over the last few years, YP has been in the midst of a tremendous transformation in both products and services and branding. To talk through the evolution of the YP brand, CMO Allison Checchi and VP of Brand and Advertising Alex Kaminsky provided the rationale behind its evolving branding and consumer marketing campaigns. To kick…
As traditional media and digital pure play channels struggle to find the right mix of service and scale, no one seems to have fully cracked the code on local digital media sales. However, a panel of experts provided some best practices they are finding in retaining customers. While still in “early days” of some organizational…
It’s been roughly a year since Sharon Rowlands took over at ReachLocal. During that time she’s sought to bring more transparency to the organization and a greater focus on customer service and satisfaction. During her session, she shared three main priorities for moving ReachLocal to the next level: Developing a great product with a strong value proposition that is…
During this featured speaker discussion, Joe Walsh, CEO of Dex Media, talked about his recent journey as an investor, consultant and board member and his subsequent return to the industry at the helm of Dex Media. He has developed a new perspective on the local space after his time “in the wilderness” and gave some…
Failure is often more interesting than success and we learn so much from mistakes we make. During a panel featuring Elnora Cunningham of U-Haul, Bruce Howard of UpSnap/User Friendly Media, and Trevor Sumner of LocalVox, they discussed lessons they’d learned from past mistakes. A recurring theme repeated throughout the discussion was not saying “no.” Sometimes you need to…
There has been so much discussion about the mobile takeover. Much of the discussion, however, focuses on the use of those devices to search for local products and services. But the layer of captured data underneath consumer use is creating a huge opportunity for marketers and advertisers. Bill Dinan of Telmetrics discussed the way marketers…
Welcome to LSA15! Today I opened the conference by looking at why so many companies are flocking to the business of local. In the 40 years of LSA’s existence, our focus has always been on local, yet more has changed in the space in the last few years than ever before. This year alone, 33…
Churn is a tremendous problem among providers of vendors serving SMBs with digital marketing solutions and services. Brendan King of Vendasta gave a look into some new research as to why this is happening. As a bit of background, Vendasta’s platform supports 275,000 SMB’s in 1,250 markets and the data they analyzed in new research…
Alison Callahan from UpSnap outlined the significant opportunity in the local space when it comes to mobile. The company had traditionally focused on national sales, and needed a transition from national sales to local sales. They entered the local space in April of last year and Alison shared some mobile advertising best practices and lessons…
The level of digital marketing expertise among SMBs can vary dramatically. During his workshop session, Will Scott of Search Influence shared some tips on creating a winning sales pitch for the more savvy ones: Don’t beat around the bush It’s about them, not you Needs analysis – shouldn’t be how you fit what you do…
