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Neg Norton, LSA’s president, kicked off LSA|14 in Huntington Beach, Calif. by introducing a new way of thinking about the local advertising and marketing space and LSA’s three strategic initiatives to help the industry achieve success within it.
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State of the Association
Neg NortonApril 28, 2014
2
What’s Changed?
Consumers inundated with local business information
Proliferation of digital and mobile platforms leading to new offerings and technologies
No uniform path to purchase
Industry Interviews
What sets local apart?
Last Mile Advertising
CALL
CLICK
VISIT
ACT
• Print & online directories
• Listings management
• SEO & SEM marketing
SEEK
Daily deals
Location-based apps & services
Digital & mobile ad networks
DISCOVER
Social media management
Online reviews management
Website design & hosting
Video services
CONSIDER
http://www.coolwebsitebuilder.com/
Last Mile Advertising
Ad To Action Awards Participants
Private Luncheon with Steve Wozniak
Distinguished Judging Panel
Andrew Shotland, LocalSEOGuide.com
Ken Burbary, Lowe Campbell Ewald
Eric Franchi, Undertone
Becky Minervino,Beam
Chris Travers, Universal Business
Listing
Gordon Borrell, Borrell Associates
Greg Sterling, Opus Research
Hynek Stehno, Local Spectrum
(SMG)
Laura Rich, Street Fight
Matt Picheny, MRY
Neal Polachek, vSplash
Paul Plant, Radicle Consulting
Peter Minnium, IAB
Sebastien Provencher, HomeAdvisor Canada
(HelpedBy)
Think Tank Events
“Great dinner event, and an excellent group of people. I thought it was very productive from a business-social perspective…We look forward to our continued participation.”
Think Tank NYC
–Chris Travers, Universal Business Listing
Think Tank Events
ChicagoLos AngelesSan Francisco
Metrics That Matter DatabaseCompiles real campaign results from all forms of local media
Provides comprehensive view of local media performance
Initial focus on mobile and print Yellow Pages campaigns
Internet Yellow Pages, search engine marketing and social media campaigns to be added
Metrics That Matter Database
MTM Advertisers Industry Benchmark
0.82%
0.40%
Industry Average
2xGeo-targeted Mobile Display Performance (CTR)
Metrics That Matter Database
Financial & Insurance
Healthcare Home & Trade Services
Professional Services
Retail Technology Services
0.64%
1.09%
0.98%
0.84%
0.61%
0.73%
Industry Benchmark (0.4%)
Geo-targeted Mobile Display Performance (CTR)
Metrics That Matter Database
Invaluable tool for planninglocal advertising spends
Access dependent on participation
New Consumer & SMB Research
Visit www.localsearchinsider.org
Public Policy
State of LSA
State of LSA
300+ members 35 new members in past year
State of LSA
2013 financial results: Net income of $330,000
Reserve fund: $9.1 million
2014 budget anticipates revenues and expenses: $7.9 million
LSA Board of Directors
George HannaVice Chairman, LSA
Chief Legal Officer, YP Holdings Inc.
Sharon SweeneySecretary/Treasurer
President, Fairway Group
Bill DinanChairman, LSA
President, Telmetrics Inc.
Expanding LSA Board
Ben WoodDirector of Channel Sales,
Americas, Google
Andrea CancroEVP, Managing Director,
Starcom MediaVest Group
Katy HunterSenior Director of Partner &
Channel Marketing, Microsoft
Headshot TO COME
Parting Thoughts
Unprecedented opportunity
Support innovations that demonstrate ROI
Seamless customer experience
Leadership
Relationships
Thank youContact me:214-696-5768 (office)[email protected]@negnorton