LSA Member Innovation in Local: The Berry Company
October 1, 2014 | Contributed by: Joe Morsello
This week we hear from The Berry Company, a full service marketing company for small and medium sized businesses. Berry offers a complete advertising solution, ranging from digital solutions – websites, search, video and more – to traditional yellow pages. The company serves hundreds of thousands of businesses throughout the 50 states.
We caught up with Laura Cole, vice president of marketing at Berry, to learn more:
What local problem(s) does Berry solve? How?
Simply said, Berry brings customers to small and medium sized businesses (SMBs). Our industry-knowledgeable sales reps work closely with SMBs to understand their business goals and design packages to meet any sized budget. Through local, mobile and social marketing platforms, we place businesses in the path of targeted consumers. We take the lead to create, implement and monitor the marketing program, allowing advertisers to focus on running their business.
What makes Berry innovative?
Berry is consistently at the forefront of marketing innovation. Through best in class partnerships and technology partners, we offer the latest in digital marketing to our SMBs. Last week Berry announced the acquisition of LocalVox Media, one of the hottest tech companies in NYC. LocalVox helps local and multi-location businesses market themselves online, with a cloud-based marketing platform that efficiently manages advertising investments and tracks marketing campaigns across various online, mobile and social channels. The acquisition allows us to marry the LocalVox product suite to the expansive and sophisticated Berry distribution channel.
Berry will continue to invest in companies that make our business healthier, provide additional tools and products for our sales force and deliver top notch service for our customers. The result will be long-term, sustainable growth and success for our company and ultimately the SMB.
How does Berry make the local space better for advertisers and/or consumers?
There are a lot of services that make big claims and promises, but don’t deliver. The average small business gets 30-40 calls per month from people trying to help them market their products and services. They don’t have enough time in the day to manage multiple partner relationships, repeat their business goals multiple times or login to multiple tools. Instead SMBs need a partner that can do it all and make the complex simple. That’s where Berry comes in.
We offer all the products a business needs to reach today’s connected consumer – from websites to search engine marketing, mobile to social, print yellow pages to online video, there is no need to turn to other media outlets. In addition, our service model ensures businesses are able to focus on running their own business vs. monitoring their marketing program. Our Account Manager channel oversees fulfillment of products and on-going monitoring of programs to ensure performance and positive ROI. In the end we are able to serve up businesses at the time of need to consumers throughout the U.S.
What is next in local?
Everyone in the industry knows the latest buzz is around content marketing. A vast majority of consumers prefer to find out information about businesses from custom content rather than ads. In fact, clicks from shared content are 5 times more likely to lead to a purchase and companies with active blogs receive 97% more leads (Source: Voltier Digital and Content+ 2013).
Businesses that leverage content have seen vast improvements in their overall marketing programs. Through Berry’s acquisition of LocalVox, we will further develop our content marketing product suite by offering the ability for SMBs to publish business, products, news and deals everywhere online in a matter of minutes.