helping local marketers sell, partner and evolve in 2014
DESCRIPTION
The Local Search Association gives a look ahead at 2014 and shares some details about how they are bulking up membership benefits, developing stronger insights and analytics, creating more opportunities to partner and, overall, working to become leaders in local.TRANSCRIPT
Agenda
• 2014 Strategic Overview• Bylaw Changes• New Research and Insights• Key Trends for 2014• Ad to Action Awards• Think Tank Meetings• Improving Reach• Public Policy• Product Upgrades• Conference• Q and A
Neg NortonPresident
Wesley YoungVP of Public Affairs
Val OnyskiManaging Director
Bob ZinkManaging Director
Jason PeasleeManaging Partner, Thrive Analytics
2014 Strategic Pyramid
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Lower Costs
Better InsightsMore Partnerships
Objectives
Strategies
Programs
Metrics
Drive EfficienciesElevate the MarketRFP Key Contracts
Retain Key Employees
Evolve EliteReposition LSABuild the Brand
New Staff
Public PolicyAgency Committees
Co-OpAd to Action
Think Tank MeetingsMetrics That Matter
Build Bridges
Conferences
Webinars
Refreshed BylawsNew Research Tools
Digital Committees
Lower Legacy CostsSlow Elite Declines
New Digital MembersNew LSA Revenue
Reliability Speed
2014 Strategic Overview
Maintain Core ProgramsHigher Conference Attendance
Diversified Board
Key Bylaw Changes
• Organization purpose broadened to include social, mobile, search, etc.
• Membership classes redefined– “Media Publisher” – not just YP Publisher– “Agency” – not just CMR– “Partner”---renamed from Associate– “Advertiser” (new class)
• National Marketing Division eliminated as separate entity
• Board Composition: 9 – 18 Members
Bylaw Changes
What will continue…
• MAP Program Support
• PAYs Database Support
• 3rd Party Industry Research (Burke, comScore, etc.)
• Ad Hoc Research Requests
• Research & Other Committee Support
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What is new…
• Metrics That Matter Database
• LSA Members will have access to small business and consumer research reports & data (10-15 per year).
• LSA members will have the ability to use our Connected Experience Panel™ for proprietary research at reduced rates.
• Other services to be announced.
New Research and Insights
Research in 2014 Partnering with Thrive Analytics.
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• A holistic cross-media performance platform that provides insights and reporting at the campaign, geography, and category level for major forms of local search advertising.
• It has self serve capability with 24/7 access.
New Research and Insights
Metrics that Matter Turning data into insight and growth.
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• A series of competitive intelligence tools are available to assist LSA members with various aspects of their businesses.
New Research and Insights
Metrics that Matter Turning data into insight and growth.
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• Industry research reports and analytics will be available to LSA members on key media trends relating to Local Search.
New Research and Insights
Metrics that Matter Turning data into insight and growth.
Key Benefits
• LSA can use this database to strengthen its relationships with new and existing members by providing better research & insights.
• Agencies can use this database to engage new and existing clients, optimize client programs, and evolve and grow as an agency by leveraging industry-wide performance data.
• Publishers can use this database to improve their view on products, performance, and growth opportunities.
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New Research and Insights
Metrics that Matter Turning data into insight and growth.
SMBs will still need help getting online.
48% of SMBs stated their biggest challenge with digital media is not having enough knowledge or expertise.
Key Trends for 2014
Reviews will keep driving local search.
Key Trends for 2014
Mobile will continue to be an influencer.
48% of mobile phone users access local content.
Key Trends for 2014
Indoor location marketing will grow.
186% growth in worldwide public Wi-Fi locations since 2009.
Key Trends for 2014
Consumers increasingly engage with content across screens.
Key Trends for 2014
7out of 10consumers use a second device while watching TV.
Seeking innovation in local advertising.
Categories
What do winners get?- Meet and greet with Steve Wozniak, Apple co-founder
- Advocacy and support in bringing products to market for testing- Increased visibility at LSA|14 and through variety of communication efforts
Business ListingsMobile
Social MediaPrintVideo
Vertical SpecificDeals/Loyalty/E-Commerce
Implementation
Ad to Action Awards
Defining the future of the local ad space.
• Think Tank Meetings will take place in key markets (NY, LA, etc.)• Brings together key agency, industry players and advertisers• Gather insights that inform thought-leadership and future of local • Meetings foster collaboration and partnership throughout industry
1st Meeting: January 2014
NYC at
Think Tank Meetings
Reaching new audiences, generating traffic.
Improving Reach
#5#8
Referral Traffic Rank in directing audiences to LSA Homepage
Bigger audiences = larger reach.
28%↑Likes
96%↑Followers
105%↑Views
Social Media Impressions Per Month = 13,00057%↑
Followers
Email Impressions Per Month = 10,000
Website Visits Per Month = 6,300
Blog Visits Per Month = 2,300
Estimated Total Impressions Per Month = 31,600
Improving Reach
Webinars are lead generators.
Improving Reach
65Average Attendees
127Average Registrations
92% of presenters had 1 or more quality leads as a result of the webinar
30%of webinars led to up to $25,000 in sales
19Webinars in 2013
Opt-Out Legislation
Online Privacy
Publisher Liability
Distribution
Advertising Regulation
Plastic Bags
EPR
Sales Tax
Public Policy
140 bills in 39 states.
The Co-Op Opportunity
Product Upgrades
$52BOverall
Co-Op Funding Available $1.7B
“Online”Funds
Available
Top 5• Newspaper
65.2%• Direct Mail
37.7%• Radio
36.0%• Yellow Pages
25.5%• Online/Internet 24.7%
Source: Borrell Co-op Advertising Survey, April 2012
LSA continues to build strong relationships.
• LSA continually reaches out to manufacturers for ad approvals and to discuss new product offerings.
• We are enhancing existing programs and obtaining new programs to include Co-Op funding for:
• Mobile advertising• Online Banners and Display ads• Website Building and Maintenance• Search Advertising
Product Upgrades
LSA Co-Op products are all-encompassing.
• The Co-Op Products include program guidelines for all media types.
• Check out new mobile opportunities for Bridgestone/Firestone and Suzuki Motorcycle
• Co-Op opportunities
350+ Direct Mail
250+ Internet Related
And we update daily!
Product Upgrades
LSA Rates & Data “Media” Codes
• Trusted source for close to 40 years
• Now includes digital products (IYP & Mobile)
• Discounted pricing for digital products
• New Offerings
50+
Media Codes addedin first two months
Product Upgrades
LSA ELITE “Managed File Transfers”• ELITE enhanced to allow for “Managed File Transfers”
• Leverage off of existing infrastructure
• Movement of non-print orders, data,files, etc. between trading partners
• Transmission of non-ELITE data• Spreadsheets• Video• IYP ads• Pay-Per-Call results• More…
Product Upgrades
Conference
Hyatt Regency Resort Huntington Beach, CA
April 27-29
LSA|14 Annual Conference
Steve WozniakApple Co-Founder
Tae KimGoogle
Chris HendricksThe McClatchy Company
Gian FulgonicomScore
Paran JoharMobile Media Summit
Alexis NahamaVCA Animal Hospital
Influential conference speakers.
Conference
Laura RichStreet Fight
Questions?
Neg NortonPresident
ResearchJason Peaslee
Managing Partner, Thrive [email protected]
Communications, Public Policy and PRWesley YoungVP of Public Affairs
ELITE + Rates and DataBob Zink
Managing [email protected]
Co-OpVal Onyski
Managing [email protected]
