AGENDA - Association of Directory Publishers€¦ · Yellow Pages works and we can prove it! Current and prospective advertisers can’t argue with the impressive numbers from the

AGENDA ADP Annual Convention and Partners Trade Show

Marriott University Park

Salt Lake City, Utah

April 16-18, 2018

1 WWW.adp.ORG | THE INDUSTRY’S PREMIER EVENT

DEAR ADP CONVENTION ATTENDEE

Welcome to the 2018 Annual Convention and Partner Trade Show in beautiful Salt Lake City, named after the largest salt lake in the western hemisphere.

On the following pages, you will see on our agenda where speakers and attendees will share common experiences, determine opportunities and figure out solutions by being better together to reinvent and move our industry forward.

During our General Sessions, you'll hear how to make easy money, the latest digital trends, numerous methods to motivate your sales team, the most effective sales aids and the best ways to gain new advertisers.

I look forward to seeing all of you and examining all the opportunities we as a group can utilize to continue to grow our medium as the best choice in the advertising mix.

Regards,

Cindi Aldrich President and CEO

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WWW.adp.ORG | THE INDUSTRY’S PREMIER EVENT 2

2018 ADP ANNUAL CONVENTION AND PARTNERS TRADE SHOW

Sunday, April 15

11:00 am – 7:00 pm

1:00 pm – 5:00 pm

Monday, April 16

7:00 am – 6:30 pm

8:00 am – 5:00 pm

9:00 am – 5:00 pm

9:00 am – 10:15 am

Exhibitor Table Set-up – Bonneville Ballroom

Registration Desk Open – Atrium


Exhibitor Table Set-up - Bonneville Ballroom

Gold Book Awards Judging - Bonneville BallroomPublisher Principal Representatives please vote on the Directory Division entries.

Learn the Game Plan Developed by YP.com that Grows Revenue, Retains Customers and Attracts New Advertisers Our industry is evolving at an accelerating speed and we need a solid business blueprint to keep up. David, former Chief Revenue Officer at YP.com, will detail the key strategies used to accomplish this goal. This course of action includes revenue strategies to retain print revenue while increasing their “share of wallet” by selling digital in the advertising mix. In addition, he will discuss the sales tactics used in local and national marketsincluding staffing, incentives, sales development and overall positioning needed tocompete effectively in today’s marketing world.David Lebow, Evolution 1, LLC

Innovation Day - Amphitheatre Separate Registration Required to Attend

Welcome to Innovation DayCindi Aldrich, President and CEO, ADP

9:00 am

SCHEDULE OF EVENTS

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SCHEDULE OF EVENTS 2018 ADP ANNUAL CONVENTION AND PARTNERS TRADE SHOW

Monday, April 16 Innovation Day

10:15 am – 11:15 am

11:15 am – 11:45 am

11:45 am – 12:45 pm

12:45 pm – 1:00 pm

Hearst’s localedge Shares the Game Plan that Secures Existing Revenue, Retains Clients, and Attracts New Advertisers Now is the time to get ahead of the game. Gregg shares the strategy that has kept localedge a profitable and viable Yellow Pages entity. Focusing on what improves the lives and wellbeing of your current and future advertisers. What’s best for them and secures their revenue, retains their clients, and attracts new advertisers. He’ll be sharing the game plan for success, including DMS structure, sales strategy, product mix, training, retention, and more. Gregg K. Walls, Vice President - Reseller Channel, localedge (formerly White Directories)

Innovation as an Ongoing Approach Over the past decade, publishers moved way beyond their traditional products and transformed into digital media companies with ever growing portfolios of innovative products. So not only must your sales people be able to sell these new products, there also comes the responsibility of having a professional fulfillment technology, and billing and business processes. Is there a way to stay ahead of the game and be ready for whatever new advertising medium might emerge in the near future?Kai-Uwe Rössel, Trainer/Business Analyst, Net-linx Americas, Inc.

Lunch on your own Allie’s American Grille and Starbucks are located in the Marriott.

Bringing Your Merchants a Coupon Delivery Solution As a publisher, your goal is to help your clients’ businesses thrive and grow. Coupons are a great way to attract new and recurring customers for your merchants. Locapon is a discoverable coupon app that will help your merchants efficiently distribute coupons and deals to their target consumers. Unlike other coupon apps, Locapon allows the merchant complete control over all of their deals and coupons. Your merchants will decide the content of their deals, as well as where, when, and who to send the deals. Locapon wants to team up with publishers to bring merchants this new coupon delivery solution. Matt Stewart, President, Locapon

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SCHEDULE OF EVENTS

1:00 pm – 1:15 pm

1:15 pm – 2:15 pm

3:00 pm – 4:45 pm

5:00 pm – 6:30 pm

in the Future Over the past decade, Google has gradually chipped away at local directories' search traffic by providing similar information, often based on the book's own content. Andrewwill discuss strategies on how to continue to gain traffic from Google, diversify to other search channels and plan for the near future when voice search and other developmentswill greatly impact how consumers search for local services and how advertisers generatenew customers.Andrew Shotland, CEO, LocalSEOGuide.com

In the Trenches With Google Call Tracking and Pay-Per-Call toBuild Directory BusinessFocus on the practical call tracking tools that give sales people what they need to buildbusiness, keep advertisers happy and increase the number of paying customers.Directories are automating the many uses of call tracking to prove their advertising worthand make the most of call tracking platforms. These methods include automatic detailedperiodic reports, fully automated email and text to advertisers, call recording with links thatcan be sent by email and text and accessed in reports, and advanced Dynamic NumberInsertion that protects the customer site’s SEO while tracking all calls from various sources.Daniel Saks, Global Sales Director, Maskyoo Ltd.

How Local Directories Can Stay Relevant in Search Nowand in the Future

traffic by providing similar information, often based on the book’s own content. Andrew will discuss strategies on how to continue to gain traffic from Google, diversify to other searchchannels and plan for the near future when voice search and other developments will greatly impact how consumers search for local services and how advertisers generate newcustomers. Andrew Shotland, CEO, LocalSEOGuide.com

Closing RemarksCindi Aldrich, President and CEO, ADP

ADP Board of Directors Meeting - Oak RoomClosed Meeting. Board Officers and Directors only.

Welcome Reception – AtriumJoin us as we kick-off the Convention and reconnect with colleagues and make newacquaintances. Cocktail Reception to be held in the Atrium near the Bonneville Ballroom.Two drink tickets provided.

Evening On Your OwnVisit downtown Salt Lake City for attractions, entertainment, shopping, dining, orjust relax. The night is yours.

2:15 pm - 2:30 pm


Monday, April 16 Innovation Day

Over the past decade, Google has gradually chipped away at local directories’ search

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9:00 am – 9:30 am

9:30 am – 10:15 am

10:15 am – 10:45 am

10:45 am – 11:00 am

Welcome to ADP – Opening Remarks - Bonneville BallroomRemarks by ADP’s Chairman of the Board and President and CEO.Cindi Aldrich, President and CEO, ADP Laura Hill, Co-Owner, Downey Publishing

Want to Sell More Yellow Pages Ads? Then You Need to Hear the Results of the 2018 ADP Ad Effectiveness StudyYellow Pages works and we can prove it! Current and prospective advertisers can’t argue with the impressive numbers from the just released 2018 ADP Ad Effectiveness Study. Now included as part of your paid membership, learn how you can use this Study and its extraordinary data to sell more Yellow Pages ads than ever before. Dr. Dennis Fromholzer, President, CRM Associates

No, Maybe, Yes! How to Turn a Headshake Into a Handshake Let’s role-play a sales call showing how you can change a “No, thank you into a yes, where do I sign-up," for a Yellow Pages ad. The sales aids are a proven must-have effective tool to counter advertisers’ objections and successfully close every sales call.

Matt Wells, Sales and Management Training, A-Fect Danny Bills, President, ATD-Austin

Refreshment Break with ExhibitorsSponsored by Media Measurement Solutions

Telltale Signs of a Successful Campaign; Tell a Tale!How to leverage rich content to help SMBs build engaging brand stories in a local marketplace.Sumita Arora, COO, Adaan Digital Solutions

5


8:30 am – 9:00 am

SCHEDULE OF EVENTS

Tuesday, April 17 General Session Sponsored by hibu


Tuesday, April 17

11:00 am – 11:45 am

11:45 am – 12:15 pm

12:15 pm – 12:30 pm

12:15 pm – 1:30 pm

1:30 pm – 2:30 pm

Show Me the Money; We're Talking Millions Here People! If your company isn't using the Leadz™ Pay Per Call (PPC) program, you are missing out on beaucoup bucks. For over a decade, hibu has used PPC and today a tremendous amount of their revenue is performance-based. Chris will share numerous success stories and tons of data of actual case stories and examples of real customers by category. Chris and Kari will discuss how to save advertising cancels, how PPC impacts local advertising, and how to use PPC instead of filler ads. It's easy to jump on the Leadz™ PPC moneymaking ™ ™ ™ bandwagon and let ADP do all the work and you sit back, collect your quarterly Leadz™ check and smile! Chris Heilbock, Regional Vice President of National Sales, hibu Kari Simpson, President, Digital Marketing, Inc.

Annual Business Meeting – Bonneville BallroomElection of Directors and additional Association business. All Publisher Principal Representatives please attend.

2018/19 ADP Board of Directors Meeting - Oak RoomThree-year term Board Members Only. Election of Executive Committee.

Lunch - Atrium You will not only love the food, but you will be able to take advantage of this casual atmosphere to network, visit the vendors’ tables, all while recharging your system for the remainder of the day.

Gold Book Award Judging – Bonneville BallroomPublisher Member representatives, don’t forget to vote! This is your last chance to cast your ballot to recognize industry excellence.

Effective Sales Aids Swap and Sharing of Success Stories See what sales aids work best, exchange effective sales materials and hear success stories from other attendees. Remember to bring your sales aids.Facilitated by Michael Doran, Director of Sales, ATD-Austin


General Session Sponsored by hibu

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2:30 pm – 2:45 pm

2:45 pm – 3:15 pm

3:15 pm – 4:00 pm

4:00 pm – 4:15 pm

4:30 pm – 6:00 pm

Making Connections Through Digital Transformation Technology and customer behaviors continue to evolve, but the need for SMBs to make direct connections with customers has not. Through technology and personalization, brands can make connections and enhance their service like never before. Our presentation will share the latest digital trends, the tools needed to reach this engaged audience and case studies. Joe Pellitteri, Senior Vice President, Strategic Partnerships, Vivial

Refreshment Break with Exhibitors – Bonneville BallroomSponsored by Data Link Solutions, Inc.

Bonuses: 11 Years of Trying to Get Sales Reps to Do What They Should Be Doing in the First Place Over the course of the last 11 years, we’ve run hundreds of bonus programs. We tweaked and twisted, using as much psychology and behavioral science as possible to get the most out of paying our reps a little extra. We’ll go through some of our most successful bonus programs and why they worked as well as some sure-fire failures for compensating your sales reps. Quinn Bahm, Vice President, Impact Directories

Annual Business Meeting Continued – Bonneville BallroomAnnouncement of the ratification of the Executive Committee selection and Board of Directors. All Publisher Principal Representatives please remain in session.

Happy Hour with the Exhibitors – Bonneville BallroomJoin us for Happy Hour with the Exhibitors on the Trade Show Floor.Two drink tickets provided.

Evening On Your Own Enjoy the restaurant in the Marriott or head off to downtown Salt Lake City.


Tuesday, April 17 General Session Sponsored by hibu

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General Session Sponsored by Downey Publishing

7:00 am – 4:30 pm

8:15 am – 8:30 am

8:30 am – 9:30 am

9:30 am – 10:15 am


Welcome – Bonneville Ballroom Cindi Aldrich - President and CEO, ADP

Family Feud – ADP Style Let’s start Day 2 off with a little friendly game of Family Feud – ADP Style.This entertaining game will have us laughing and help us to kick start our morning off on the right foot. Last year, the “Texans” outshined the “Rest of the World” and won on their own turf in Fort Worth. Let’s see how our friends in Utah do, as they get to compete against “The Rest of the World.”

The Rest of the World

Monique Perey, The Phone Book Company

James Hail, Hagadone Directories Kathy Haynes, Valley Yellow Pages Chris Heilbock, hibu

Salt Lakers Lee Ann Cross, PassExpress Darin Gurney, Directory Resource Co. (DRBookman) Mark Oldham, Liberty Press Steve Sitton, Market Authority

How Publishers and Their Small-Business Clients Can Survive the Google-Facebook Duopoly The digital marketing landscape has evolved dramatically over the last decade. Despite a plethora of new product and service offerings, the overwhelming majority of ad dollars are flowing to the Google and Facebook duopoly. Unfortunately for publishers, these ads are becoming cost-prohibitive for the small business or margin-prohibitive to resell, and organic visibility on both channels is getting harder and harder to come by. A marketing veteran, David will share his perspective on where publishers can still add value for their customers and make a reasonable profit along the way. David Mihm, Founder, Tidings


Wednesday, April 18

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10:15 am – 10:30 am

10:30 am – 11:00 am

11:00 am – 12:00 pm

12:00 pm – 1:30 pm

1:30 pm – 2:30 pm

2:30 pm – 3:00 pm

Movement Science and the Mobile Shopper – Big Brand Advertising for SMBs Where someone goes tells you a lot about who they are and what they want to purchase. Attendees will learn how location signals delivered by native apps and beacons help retailers develop a nuanced view of the customer journey, and how this data can be used to inform highly customized mobile ad experiences and messaging that draw the consumer to the register in both the digital and physical world.Ray Green, VP Enterprise Sales, Verve.

Refreshment Break with Exhibitors – Bonneville Ballroom

Reinventing the Yellow Pages! It’s no surprise that print Yellow Pages usage has declined from its heyday. Is it time for directory publishers to panic? We don’t think so. We’ve brought together some of theindustry’s most creative publishers who will share what they are doing to reinvent the Yellow Pages. These publishers are creating a product that is high quality and indispensable. But how? We will discuss everything from using the term Yellow Pages,paper color, font size, cell phone numbers and more! Together let's explore how wecan reinvent our valuable resource so that Yellow Pages can recapture domination ofthe overall leads market. Garrett Frankwick, Chief Operating Officer, Mueller Local Laura Hill, Co-Owner, Downey Publishing Andrew Palmer, Sales Manager, The Phone Book Company Facilitated by Kathy Haynes, National Sales Manager, Valley Yellow Pages

Lunch – AtriumEnjoy the food and visit the vendors’ tables, where they are showcasing the industry's latest products and services.

Yellow Pages 101 Join us and let’s get back to the basics. During this roundtable discussion, there is no “dumb” question. This is your chance to ask anything you ever wanted to know about our industry but didn’t know who to ask. There will be plenty of industry veterans and legends to answer all of your questions. Facilitated by Ken Brock, President/CEO, Names and Numbers

Refreshment Break with Exhibitors – Bonneville BallroomSponsored by Rauch-Milliken International, Inc.


Wednesday, April 18 General Session Sponsored by Downey Publishing

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3:15 pm – 4:00 pm

4:00 pm – 4:15 pm

5:30 pm – 7:00 pm

Key Trends in Local SEO How you can capitalize on this in-demand service

Small businesses continue to invest in search engine optimization (SEO) as a service and in 2018 this trend is accelerating. Every directory publisher should have a basic knowledge of what SEO is, how it works and how it compliments traditional marketing services. More importantly, publishers need to understand how adding SEO to their offering can dramatically improve their bottom line. You will learn about:

• The growing demand among small businesses for SEO services in 2018• The fundamentals of SEO (what it is & how it works)• An overview of how SEO compliments traditional marketing services• How Yellow Page companies have leveraged SEO to increase profits

Kelly Shelton, VP of Marketing, Boostability

Cutting Edge Leadership is the Key to Growth Our own Yellow Pages’ expert will provide insight as to what the future holds for our medium. Steve will detail where we are heading and what our industry needs to do in order to continue to grow with our advertisers and prosper in the coming years. Steve Sitton, CEO, Market Authority

Closing Remarks Cindi Aldrich, President and CEO, ADP

G old Book Awards Celebration – Bonneville BallroomJoin us for cocktails, hors d'oeuvres and the presentation of the Gold Book Awards, which celebrate the highest achievements and excellence in our industry. Be there to toast the winners. Two drink tickets provided.

Sponsored by


3:00 pm – 3:15 pm

Wednesday, April 18 General Session Sponsored by Downey Publishing

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Documents

AGENDA - Association of Directory Publishers€¦ · Yellow Pages works and we can prove it! Current and prospective advertisers can’t argue with the impressive numbers from the