Agenda
Wednesday, May 7, 2014
7:00 am
Conference Registration Desk Opens
Registration refreshments sponsored by:
7:45 am – 10:15 am
Atlanta Breakfast Tour: The Weather Co.
Welcome to Atlanta, home of The Weather Channel. Please join us for a breakfast tour of The Weather Channel and see how morning TV is made. The day will start with a quick trip to The Weather Channel headquarters for a Q&A with Sam Champion, host of AMHQ (America’s Morning Headquarters). Roundtrip transportation will be provided. Guests are asked to gather at 7:45 AM in the lobby of the Sheraton Atlanta. Our bus will depart from the Sheraton promptly at 8:00 AM. We’ll get you back in time for our Before The Bell session. Space is limited. Light breakfast bags will be provided during the return trip. RSVP by May 5 via email to Sheila Steinmuller at ssteinmuller@biakelsey.com.
Before the Bell Insight Session: Local Search and the Keys to Discovery
Local search was the breakthrough feature that led to serious local monetization. During this session, we’ll discuss current trends that continue to transform the industry – including a close-up look at national-local trends.
11:30 am - 12:45 pm (Concurrent Lunch Options)
Nibbles and Nosh
Join us for a light bite and some pre-conference networking.
Open to All Registered Attendees
Sponsored by:
BIA/Kelsey Client Lunch Briefing
Clients: RSVP to ssteinmuller@biakelsey.com for our client-only lunch, which will feature exclusive research insights and automotive visionary Chip Perry, AutoTrader’s first employee. Open to Clients of BIA/Kelsey's Advisory Services
Conference Begins
National marketers are increasingly using the web and mobile to target local consumers. During this leadership discussion, BIA/Kelsey’s Tom Buono and Rick Ducey will dive deep into its unique Media Ad View data and answer two key questions: 1) How much are national marketers spending locally? 2) Where are they spending it? Then we’ll get valuable insights from our special guest Chip Perry, the Internet and vertical visionary who was AutoTrader’s “first employee.”
Tom Buono, CEO, BIA/Kelsey
Rick Ducey, Managing Director, BIA/Kelsey
The shift from check-in pioneer to a leading local search and offers tool has been monumental and timely for Foursquare and its 45 million users worldwide. It has also positioned Foursquare as a leading provider of national brand/local marketing service and transactions, working with brands ranging from Starbucks and Citibank. And it has turned the company into a profit maker, boosting revenues 500% in Q1. Heading the outreach efforts is Rob Wilk, who will provide insights into the theory and practice of Foursquare’s new direction.
Engaging local consumers for national brands is something of a science. It is also a strongpoint for prepaid sites such as LivingSocial, which is working with a host of national brands, including such stalwarts as McDonalds, Ford, Nissan, HBO, MasterCard and Starbucks. LivingSocial SVP Mitch Spolan has earned his reputation as one of advertising’s leading innovators during a career helming major initiatives at Yahoo and LivingSocial. His trademark question: “What’s the problem and how do you solve it?”
Local outlets are winning greater traffic, engagement and conversion from a host of new platforms that automatically update local listings, promotions, social media and other features. Yodle’s Corey O’Donnell illustrates the mega-issues surround national local platforms.
Corey O’DonnellVP, Yodle for Brand Networks
3:00 pm – 3:30 pm
Networking Break
Sponsored by:
State of the art local marketing solutions are being applied by a wide variety of vertical segments, and brands and retailers in those segments. We’ll hear what works from many of the industry’s top players in this ideal matching of “buy side” and “sell side” players.
Health
Cleaning Services
Auto and Travel
Insurance
LEADING IN LOCAL Demos and Drinks
LEADING IN LOCAL sponsors will showcase top local marketing trends and features that impact brands, franchises and multi-location outlets. At this unique, fast-paced DEMOs session, you will see features ranging from location-based targeting to mobile search. Grab a local micro brew and be wowed.
Women LEADING IN LOCAL
Networking Session for Women Attendees
Women of LEADING IN LOCAL are invited to wind down Day 1 with some quality networking time that’s all their own. Hear from guest speakers and seize the chance to interact and engage with other LEADING IN LOCAL women.
Read more about this special networking session >
Stay connected via special Twitter hashtag: #womenleadinginlocal.
5:30 pm – 7:00 pm (In the Exhibit Hall)
Best of The South Cocktail Networking Reception
Sponsored by:
END OF DAY 1
Day 2: Thursday, May 8, 2014
7:30 am – 8:15 am (In the Exhibit Hall)
Continental Breakfast & Roundtable Chats With BIA/Kelsey Experts
Join the BIA/Kelsey analyst team for breakfast in the Exhibit Hall and hot roundtable discussions on the most critical local subjects. Different tables will focus on Mobile/Video Opportunities and Challenges; SMB Buying Behaviors and Trends; Competitive Behaviors of Highly Successful Local Companies; and Driving Local Traffic With Content Marketing. Grab your coffee, pull up a chair and join the discussion!
Sponsored by:
We’ll share highlights and learnings of Day 1, and preview Day 2’s powerful lineup.
The Weather Co., under NBC-Universal, has defined new ways to localize national marketing based—in its case—on weather conditions and times of year. Curt Hecht, a marketing visionary, leads Weather’s revenue efforts with a roster of top flight brands. He previously ran campaigns for companies such as GM, United Airlines, 7-Up, McDonald's and Morgan Stanley.
Gannett’s G/O Digital provides local digital marketing solutions for more than 5,000 national retailers and brands. They’re seeking to transform the way national brands and agencies understand local marketing through solutions that deliver local, personalized content on a national scale. President Mark Marinacci shares the company’s insights into brand approaches.
Mark Marinacci President
Gannett’s ShopLocal and SVP, G/O Digital
What are top retailers doing with social media, advertising and other marketing channels to enfranchise local stores, regional groups and their customers? G/O Digital’s Mark Marinacci will stay with us following his keynote to co-moderate this session, in which we’ll engage some of the industry’s national-local retail leaders.
10:30 am – 11:00 am
Networking Break
Sponsored by:
The definition of local is ever-changing in the multiscreen world. It’s often synonymous with SMBs, but location-targeted content and advertising are reaching new levels of innovation for national companies. What types of ad placements and localized calls to action are most effective at engaging location-sensitive mobile users? How is ad effectiveness being attributed for a firmer sense of ROI for national brands and agencies? We’ll hear publisher and advertiser perspectives in this rapid-fire, multi-part session.
BIA/Kelsey Insights & Drill Down on Autos
Location Targeting in the Age of Big Data
The Art Of Marketing a Multi-location Restaurant
Ron ParikhCMO, Genghis Grill
Location Based Marketing in the Big Category: Retail
Rachel OomsDigital Media Consultant
12:00 pm – 1:15 pm
Networking Lunch (In the Exhibit Hall)
Sponsored by:
As local search leaders focus on providing a full platform of services, national advertisers have become increasingly important for their franchise and multi-location businesses. YP has developed an advanced program for national accounts, led by David Lebow, a longtime industry leader who previously ran major efforts at AOL and Internet Broadcasting.
ReachLocal has focused its marketing programs on key vertical players, such as health care and auto dealers. The results have proven enormously successful in the latter case, as its work with Scion dealers have moved their digital spend from 10 percent of their marketing budget to 80 percent. ReachLocal SVP John Gould will share the stage with Scion Brand Manager Mary Pham to explain.
Digital agencies representing national brands have made local targeting a high priority, along with social media, big data, loyalty and other elements of the new marketing equation. We’ll talk to several of the top platform providers, who will provide case studies of working with a wide variety of top brands, from Avis to Cheeseboy.
Chris MaloneVP, Sales Strategy
Marquette Group
3:00 pm – 3:30 pm
Networking Break
Sponsored by:
National vertical companies have taken over the spotlight from local media in promoting local service providers. We’ll hear from several of the leading vertical players about their approaches to their verticals, and to local advertisers.
BIA/Kelsey celebrates the best of the best in local marketing programs of national brands with the GOLOCAL Awards, sponsored by Balihoo. This competition includes demonstrations from top players and will showcase the best programs in each of following categories:
- Sales/ Revenue
- Innovation
- Strategic use of digital marketing
Judges:
Tom Bates, Entrepreneur-in-Residence, Georgia Tech
Matt Booth, CEO, Connectivity
Brian Costello, Chairman and CEO, Maple Farm Media
Kerry Hatch, Board Member, Gocella
Rhonda Hills, Local and Digital Leader (Sears, Cox, AOL)
Dave Walker, CEO, BizHive
5:15 pm – 7:00 pm (In the Exhibit Hall)
Best of The South Cocktail Networking Reception
Sponsored by:
END OF DAY 2
Day 3: Friday, May 9, 2014
7:30 am – 8:15 am (In the Ballroom Foyer)
Continental Breakfast
Meet your colleagues for breakfast.
Sponsored by:
Pocket Interview: Talking Mobile Local with the Location Based Marketing Association
Location-based marketing is probably the top national-local application. But what really drives marketers to use it, and who is getting the best results? Focusing on these issues is the job of the LBMA. President and Founder Asif Khan will share the stage with BIA/Kelsey’s mobile guru Mike Boland in a stimulating discussion.
Asif KhanPresident
Location Based Marketing Association
What really matters to national brands and franchises when they target locally? And how can local leaders help them? We’ll talk to two of national-local’s top leaders for real insights: Yelp’s head of national sales Pete Hancock, and U-Haul’s Director of Search Elnora Cunningham – one of BIA/Kelsey’s highest rated speakers. Yelp works with top brands around the world. U-Haul has been a leader in using the Web and mobile to localize its global franchises.
Pete HancockSenior Director, Head of National Sales, Yelp
Local’s power is increasingly boosted by local cross platform video exposure via spot TV, mobile and online. National marketers have really bought into it. BIA/Kelsey’s Rick Ducey is closely tracking the trend, and will share critical data and insights. He’ll be joined by experts from both the buy-side and sell-side: MediaVest’s Mary Beth Pupuga and Sightly’s John McIntyre.
Maribeth Papuga EVP, Director Local Investment and Activation
MediaVest
10:00 am – 10:15 am
Networking Break
Sponsored by:
Sponsored by:
Brands thrive on consumer loyalty. But how can they enhance loyalty at the local level? How can they integrate loyalty and promotional offers that boost sales? BIA/Kelsey is digging deep into these issues, and will present industry innovators that are beginning to transform the face of marketing beyond advertising.
Thomas Cornelius SVP
InComm
Can national and regional brands predict who their local customers will be and build online and mobile programs to get them in the door? That’s the ambitious goal for big data companies, who can scrape social media and the web for all kinds of intuition on customers, and link their data to leads efforts.
Megan Austin KarlenVP, Business Development,
Radius Intelligence
What is really important and why in national-local? Where are the best opportunities, and what’s just hype? We’ll review the key findings from 2½ days of LEADING IN LOCAL: The National Impact with our handpicked Executive Council. Their discussion will include major takeaways for all attendees.
END OF CONFERENCE