{"id":665,"date":"2007-12-04T17:38:06","date_gmt":"2007-12-04T21:38:06","guid":{"rendered":"http:\/\/www.daviddalka.com\/createvalue\/2007\/12\/04\/ses-chicago-2007-driving-local-sales-with-internet-yellow-pages-and-search\/"},"modified":"2016-06-18T18:35:16","modified_gmt":"2016-06-18T23:35:16","slug":"ses-chicago-2007-driving-local-sales-with-internet-yellow-pages-and-search","status":"publish","type":"post","link":"https:\/\/www.daviddalka.com\/createvalue\/2007\/12\/04\/ses-chicago-2007-driving-local-sales-with-internet-yellow-pages-and-search\/","title":{"rendered":"SES Chicago 2007 – Driving Local Sales with Internet Yellow Pages and Search"},"content":{"rendered":"

Moderator:
\nCharles Laughlin, SVP & Program Director, The Kelsey Group
\nNusiness Speakers<\/a>:
\nBruce Crair, President and Chief Operating Officer, Local.com
\nScott Finholm, VP of Local Advertising Services, Marchex
\nJustin Sanger, Founder & President, LocalLaunch!
\nTobias Dengel, Senior Vice President, Business Development, Website Pros, Inc.<\/p>\n

Charles Knight from Alternative Search Engines also blogged this session<\/p>\n

Websitepros, Tobias Dendel<\/p>\n

255,000 customers\/providers, 700 employees<\/p>\n

It\u2019s a mess to figure out how to position a small business online.<\/p>\n

Do I spend money on radio, newspaper, whatever?<\/p>\n

Even for a small business a web site is a critical factor in creating trust.<\/p>\n

We don\u2019t believe per action will be effective as it\u2019s too complex.<\/p>\n

Example, roofer in Indianapolis 15 unique calls and 15 qualified emails.<\/p>\n

Local.com, Bruce Crair<\/p>\n

1 million people advertising online, 18 million listings which shows the great opportunities still ahead.<\/p>\n

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?<\/p>\n

Most businesses don\u2019t have websites, they need them to do the job. They need to figure out how to make the data accurate. All too often, it\u2019s not.<\/p>\n

Any business can do it. Just doing paid without organic is a waste of time.<\/p>\n

Pay for placement, click bundles, pay per click, make sure you start with simple stuff first.<\/p>\n

Locallaunch, Justin Sanger<\/p>\n

150 people, thousands of orders per week.<\/p>\n

We intended to create the SME (Small Medium Enterprises).<\/p>\n

Innovation outpaces adoption.<\/p>\n

The innovation is amazing and significant. The SMEs don\u2019t feel this. These enterprises are not yet able to take advantages.<\/p>\n

Destinations and inventory abound.<\/p>\n

Yahoo! local and Google local\u00a0 provide new experiences all the time. Vertical search plays nice together with geos. This is pretty complex.<\/p>\n

Who is winning?<\/p>\n

Yellowpages are winning due to directional relationships<\/p>\n

Pure Plays<\/p>\n

RH Donnelly is a sales company. Google and Yahoo! realize this and are partners.<\/p>\n

Margin pressure is intense and unsustainable.<\/p>\n

Marketplace trends<\/p>\n

Sales Organizations are driving the experience for SMEs<\/p>\n

Content aggregation is a strategically vital business strategy<\/p>\n

SME aggregators strive to collect and store richer, vertical-specific local business content<\/p>\n

IYP is an old heading. It is now simply local search<\/p>\n

Pure sales organizations are selling at non-sustainable margin \u2013 this is a critical driver of consolidation or service pressure<\/p>\n

PPC pricing pressure will further compound an already fragmented marketplace<\/p>\n

Marchex, Scott Finholm<\/p>\n

We are a local online advertising company and leading publisher of local content.<\/p>\n

Advertisers of all sides, we work with sales forces to teach them how to sell search.<\/p>\n

Sites:<\/p>\n

SEM and SEO aren\u2019t the same thing<\/p>\n

A great site isn\u2019t necessary..but a \u201cgood\u201d site is\u2026<\/p>\n

Services:<\/p>\n

Can\u2019t automate creativity<\/p>\n

All businesses are not created equal<\/p>\n

Clicks and calls both matter<\/p>\n

Sales:<\/p>\n

Small businesses look to trusted, proven providers<\/p>\n

Simple product = more sales<\/p>\n","protected":false},"excerpt":{"rendered":"

Moderator: Charles Laughlin, SVP & Program Director, The Kelsey Group Nusiness 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, […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[12,13,16,2,19],"tags":[],"class_list":["post-665","post","type-post","status-publish","format-standard","hentry","category-change-management","category-customer-experience","category-entrepreneurship","category-search-engine-marketing","category-search-engine-optimization"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t