The BIA/Kelsey ENGAGE program is focused on best practices, success stories and cautionary tales – so you can learn what it will take for your company to find local success.
Big Ideas from ENGAGE Headliners
ENGAGING Discussion Panels
Real Cases of Local ENGAGEMENT
BIA/Kelsey ENGAGE will kick off the eve of the conference on Monday, May 16, with pre-conference networking events – Women LEADING IN LOCAL and our Welcome Cocktail Reception.
What better way to pre-con than at Women LEADING IN LOCAL reception. Women attendees of BIA/Kelsey ENGAGE are invited to enjoy this quality networking time that’s all their own. Hear from special guest speaker Nancy A Shenker, Publisher of sheBOOM.com from Booker and Founder/CEO of theONswitch marketing, who will give career advice for 20-30-40 somethings, as well as show the busy women of “local” her problem solving technique in under 20 minutes. For women who have no time, Nancy’s advice could be life changing! Come and engage with our speaker and other top women in local.
Publisher, sheBOOM.com from Booker
Austin’s tech community is thriving and we’re going to the heart of its innovation at Capital Factory, home to 100 Austin startups. We’ll hear from leading local-oriented companies and enjoy breakfast hosted by Austin’s OwnLocal. (Capital Factory is 4 blocks from the conference hotel and its 16th floor space has the best 360 degree views of downtown). RSVP required. Email firstname.lastname@example.org to reserve your seat.
What is "success" in the in the Local Commerce Universe? The BIA/Kelsey analyst team launches BIA/Kelsey ENGAGE with a rousing review of successful practices covering everything from sales structures to lead generation, churn reduction and much more. Best practices will be the outcome of a research effort by BIA/Kelsey and will include crowdsourced submissions (tweet your submissions using #LCUbest and #BIAKengage) from members of the LCU community. This session alone will be worth the price of admission.
Steven Johnson is a big thinker on innovation and the author of nine books, including “How We Got to Now: Six Innovations that Made the Modern World,” “Future Perfect” and “Where Good Ideas Come From.” He also hosted the television series, “How We Got to Now,” which aired on PBS and the BBC. Johnson’s talk will address the importance of understanding how innovation happens and how to make it happen for you. So basically, ENGAGE is giving you a live TED talk at no extra charge. You're welcome.
BONUS: All attendees will receive free copy of Steven Johnson's book: "How We Got to Now: Six Innovations That Made the Modern World."
Booker is a master at using content marketing to drive leads and shred cost of sales and churn. Booker's content marketing ninja (and marketing VP) Jim D'Arcangelo will reveal how Booker does it. Creating great content is just the beginning. Jim will geek out on the secret sauce -- real-time personalization, predictive lead scoring and advanced account-level database profiling. And he has six months of yield data to back it all up. Catch this talk if you want to drive leads without breaking the bank. And really, who doesn't?
This case study will make the argument that traditional digital advertising models no longer work for SMBs, using the example of a leading business directory provider that disrupted its market by implementing GotU's white-label Facebook advertising solution. You will learn how the combination of a new value proposition based on guaranteed results, and a seamless end-to-end technology suite that takes care of the entire process from sales to client management and fulfillment, are becoming a new standard in the social advertising landscape.
Julien Billot has transformed Canada’s leading directory publisher into a digital media and marketing solutions provider. More importantly, he's turned around the company's KPIs and has it on a path to restoring customer and revenue growth. That's all a lot harder than it sounds if you know anything about the directory industry. Key to YP Canada's resurgence has been building audiences and enabling transactions across verticalized digital media. Mobile has been top of mind throughout this process. Billot will break down how it all happened.
Yellow Pages Limited (Canada)
YP Canada's Billot Talks Verticalization
BIA/Kelsey advisory services clients will have the chance to meet Steven Johnson during an informal Q&A session over lunch. Come hungry and armed with some great questions for this big thinker. RSVP required: confirm your seat at the client-only lunch by emailing email@example.com.
Austin-based Joah Spearman is a writer, marketer, social media evangelist, entrepreneur and all around cool guy. He turned fashion into one of the creative pillars of South by Southwest. He was a political speechwriter. He's advised major companies on making their brands relevant to young consumers. And he co-founded Localeur, a user-driven community that shares authentic local experiences. Joah and his co-founders have built Localeur to more than one million users and national recognition on a shoestring. Joah's talk will focus on helping brands and marketers connect with millennial consumers. (Pro tip: You need to evolve your thinking about what makes millennials tick). Joah will share important lessons and perspective on making your products, stories and experiences resonate with a generation of users who value authenticity over all other attributes.
Hear preview of what Joah will say at BIA/Kelsey ENGAGE.
Today's on-the-go, fast moving local consumers search across devices and consult multiple sites and apps before deciding where to spend their money. This has left many small business owners dizzy and confused. Too many SMBs struggle to keep up with the latest digital technology and the best methods for reaching mobile consumers. And they are often lost when it comes to gauging success. It’s Jeff Biesman's job to figure out what it takes to genuinely help local businesses build an effective digital footprint. So it's no surprise he has a strong viewpoint on what it takes to get it right.
Conversation with YP's Jeff Biesman.
How can two very different media – outdoor and location-based advertising -- combine to drive value to local businesses? Outfront Media and xAd built a campaign combining out of home with geo-fencing to drive engagement for four franchise-owned Pandora Jewelry stores in Miami. This case study will offer best practices for forging cross-media partnership as well as using new technologies to re-invent traditional media formats.
Senior Partner Developer - Channel, xAd
It's well understood that technologies are generating new business models, but what is driving significant change in the consumer industry? This session examines the most driving trends and how they are impacting the service industry. Attendees will be offered full insight into HEROLD, one of Europe’s leading service directories, and how TIMIFY's online appointment booking system is meeting a core demand for service directories and their SMBs.
Jeremy will discuss getting back to the basics of building subscriptions, creating quality products, and generating value for readers, viewers, listeners, and, yes, even advertisers... hopefully, before you fly an ACME rocket powered anvil off a cliff.
The title may be a little glib, but the challenge is real. The Local Media Association has organized a mini workshop on what it takes to effect genuine change in organizations that are known to resist it.
Local Media Association President Nancy Lane will open with her take on the hottest trends in the local media industry before introducing two speakers with in-depth case studies on what it take to drive successful change at legacy media organizations.
Propel Marketing CEO Peter Newton is in the middle of driving parent company GateHouse Media's transformation. Propel Marketing is GateHouse's digital agency, now with $48 million dollar in revenue and 210 dedicated employees (not counting the hundreds of traditional reps that also sell its products). Propel has also launched a major events division that will focus on both virtual and live events.
Victoria Advocate Publisher Dan Easton launched Advocate Digital Media a few years ago and now has more than 20 people working in an environment separated from the legacy newspaper company. Advocate Digital Media is profitable and growing with a focus on agency services, native advertising, video and more.
Time to get real. Your product pitch may sound great to colleagues, partners, investors and others who speak the language of local commerce. But how well does it resonate with a real live small-business owner? We'll challenge a select group of companies to make their pitch to a panel of small businesses. The pitch that best clicks with the panel wins the steak knives.
Austin Business Journal
Media Distribution Solutions
The Austin American Statesman
The Melting Pot & Eleven Plates and Wine
Rattle on over to The Rattle Inn for a fantastic evening at one of Austin’s most relaxed, fun venues. Come and enjoy live music and drinks throughout the night at a gorgeous rooftop bar, courtesy of sponsors MDS and Vendasta. All BIA/Kelsey ENGAGE attendees are invited.
John Allan was brought in to transform Sensis from a tradition-bound print media player into a successful digital media company. No small task. Key to meeting this challenge has been turning the company's sales model on its ear. Allan will walk through Sensis's sales transformation journey from a large deployed premise sales force into a much leaner, more agile and verticalized digital sales organization.
Sensis Pty. Ltd.
Sensis CEO John Allan on what he will address at BIA/Kelsey ENGAGE.
Digital agencies provide high touch digital marketing services to local businesses, making them challenging competitors to large local media sellers like newspapers, broadcasters and directory publishers. Digital agencies come in all shapes and sizes. Some are product specialists, for example, and some focus on particular verticals. We've assemble a panel of digital agencies and their partners to unpack what makes digital agencies tick, and what other local media players can learn from their success.
Shoe Carnival wanted to make local offers that drew mobile “near me” searchers into their stores to buy shoes. The solution involved helping Shoe Carnival to harness the power of its location data to create contextualized content and offers to convert searchers into customers.
SVP, Client Success, SIM Partners
Agencies and resellers are traditionally making money from SMB business, but the PPC part of the equation has been seen as a loss leader. By utilizing machine learning algorithms, there is an opportunity to turn PPC into a profit center – onboarding new clients in seconds not hours, optimizing bids to maximize small budgets, and going after the most relevant clicks – all of which enables account managers to manage hundreds of clients each with the ability to refocus their efforts on campaign creativity. Acquisio will share findings across publishers and present global industry trends.
VP, Customer Success
PPC: The Evolution of a Keystone Customer Acquisition Tool
Download free report to see how pay-per-click advertising continues to deliver top ROI for SMBs in the era of the multichannel, retargeting-enabled marketing funnel.
Messaging apps are all the rage -- From Snapchat to WeChat to Facebook Messenger. But it's no longer just about friends messaging each other. These apps could be the next way that customers contact, converse and convert with local businesses. It's already happening overseas and a new batch of personal assistant apps (Siri, Cortana, Amazon Echo) and "chatbots" are applying artificial intelligence to automate SMB response. Learn how a new wave of companies are putting messaging to work in the Local Commerce Universe.
Additional speakers to be announced
Online to offline commerce is a multi-trillion dollar opportunity with 93 percent of purchases still taking place in the real world, even though many purchase decisions are made or influenced online. Empyr’s case study shows how brick and mortar business can bridge this online-offline gap for a bigger revenue opportunity.
Many marketers have only a vague idea who their customers are. Delivering an exceptional experience takes knowing customers — not guessing who or where they are. Recently, Umbel engaged Acxiom to develop a more complete customer view for their clients. Acxiom helped Umbel enhance consumer records with comprehensive demographic data. This led to more tailored messaging, which drove a 5X return on investment (ROI) in in just the first seven days. This sponsored case study will show how a real time view of the customer can deliver better consumer experiences and ROI.
VP, Audience Solutions
This session will take a look at the B2B lead-generation process all the way down the funnel, from lead gen, through segmentation to conversion. Hear from speakers who’ll bring three distinct perspectives – the data provider, the app that applies the data to its target market and a sales leader who applies modern digital sales methodologies to convert leads into sales.
This case study focuses on how a media company used data and technology to generate insights that enabled it to improve customer retention, increase the customer value index, reduce the number of churned accounts and improve deal profitability.
Denny’s , or “America’s Diner” suffered from too much familiarity among consumers. Many knew the brand but hadn’t ordered a Grand Slam Breakfast in years. This case studies looks at how Denny’s optimized its location data to drive more engagement with new customers.
Senior Manager, Business Development, Yext
No one goes into sales transformation thinking it will be easy. But it can be done. Realistically, transformation is achieved through a series of small steps rather than in one fell swoop. Local sales leaders will share the successes they’ve had and mistakes they've made along the path to transformation, and the lessons learned from each. Come to learn about the steps required to successfully modernize a legacy media sales organization.
Brewer & Co.
Transforming ad sales from legacy media to digital isn’t easy, hence relatively low success rate for media companies selling both.
Sales expert Stacey Sedbrook will lead an expert panel discussion to explain what successful sales transformation looks like. As she explains, “It’s really a series of small steps that an organization and its people take.”
Walk away from this session ready to put actual plans to work in your business.
BIA/Kelsey analysts, and a mystery guest or two, will have one minute to sound off on each of a range of hot topics in local commerce before the unforgiving buzzer goes off. Let's find out who's the most insightful, and succinct. Get ready for some fun before saying good bye!
VP, Business Development, BIA/Kelsey
Chief Analyst and VP of Content, BIA/Kelsey
SVP and Senior Analyst, BIA/Kelsey
Senior Analyst and Digital Media Strategist, BIA/Kelsey
Enjoy a drink and a nibble on your way out.
We are pleased to introduce our new mobile application we'll use for sharing event and local information. Spryly, available for iOS and Android, will allow you quick access to event schedules, speaker and sponsor information. We'll also be using it to perform real-time polling during the event.
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