SES Chicago 2007 – Driving Local Sales with Internet Yellow Pages and Search

Moderator:
Charles Laughlin, SVP & Program Director, The Kelsey Group
Marketing Speakers:
Bruce Crair, President and Chief Operating Officer, Local.com
Scott Finholm, VP of Local Advertising Services, Marchex
Justin Sanger, Founder & President, LocalLaunch!
Tobias Dengel, Senior Vice President, Business Development, Website Pros, Inc.

Charles Knight from Alternative Search Engines also blogged this session

Websitepros, Tobias Dendel

255,000 customers/providers, 700 employees

It’s a mess to figure out how to position a small business online.

Do I spend money on radio, newspaper, whatever?

Even for a small business a web site is a critical factor in creating trust.

We don’t believe per action will be effective as it’s too complex.

Example, roofer in Indianapolis 15 unique calls and 15 qualified emails.

Local.com, Bruce Crair

1 million people advertising online, 18 million listings which shows the great opportunities still ahead.

Too many choices, the small business owner is confused. Even if they do understand the choices, the cost is hard. Then how do they create an ROI?

Most businesses don’t have websites, they need them to do the job. They need to figure out how to make the data accurate. All too often, it’s not.

Any business can do it. Just doing paid without organic is a waste of time.

Pay for placement, click bundles, pay per click, make sure you start witht eh simple stuff first.

Locallaunch, Justin Sanger

150 people, thousands of orders per week.

We intended to create the SME (Small Medium Enterprises).

Innovation outpaces adoption.

The innovation is amazing and significant. The SMEs don’t feel this. These enterprises are not yet able to take advantages.

Destinations and inventory abound.

Yahoo! local and Google local  provide new experiences all the time. Vertical search plays nice together with geos. This is pretty complex.

Who is winning?

Yellowpages are winning due to directional relationships

Pure Plays

RH Donnelly is a sales company. Google and Yahoo! realize this and are partners.

Margin pressure is intense and unsustainable.

Marketplace trends

Sales Organizations are driving the experience for SMEs

Content aggregation is a strategically vital business strategy

SME aggregators strive to collect and store richer, vertical-specific local business content

IYP is an old heading. It is now simply local search

Pure sales organizations are selling at non-sustainable margin – this is a critical driver of consolidation or service pressure

PPC pricing pressure will further compound an already fragmented marketplace

Marchex, Scott Finholm

We are a local online advertising company and leading publisher of local content.

Advertisers of all sides, we work with sales forces to teach them how to sell search.

Sites:

SEM and SEO aren’t the same thing

A great site isn’t necessary..but a “good” site is…

Services:

Can’t automate creativity

All businesses are not created equal

Clicks and calls both matter

Sales:

Small businesses look to trusted, proven providers

Simple product = more sales

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