2017 Innovation Agenda


September 13 - 14, 2017
NOAH'S Event Venue, Fairview, TX
Hosted by



Tuesday, September 12, 2017

5:00 pm – 6:30 pm                           Welcome Reception
Join us as we kick-off the Conference and reconnect with colleagues and make new acquaintances.
Location:  TBD
*Bring your own wallet.

Wednesday, September 13, 2017         

9:00 am – 9:15 am                           Welcome to a World of Opportunity
Cindi Aldrich – President and CEO, ADP'
9:15 am – 10:00 am                        Digital State of the Industry
While it’s true that all industries are feeling the pressure from digital transformation, certain challenges, trends, and opportunities are industry-specific. An industry expert, Steve will take a look at the state of digital marketing as it relates to the Yellow Pages industry.
Steve Sitton – CEO, Market Authority
10:00 am – 10:45 am                      SEO Driven Advice for your Directory
·         Further your reach by maximizing your Directory Location Data and website to be Found
·         Learn strategy and tactics to achieve ranking success and customer engagement for your directory
·         Understand more about your directory location data
Additional details:
Attendees will understand (at scale)
1.    Data Normalization
2.    Data Cleansing
3.    Directory Structure
4.    Tools to use
5.    Content Architecture
6.    Syndication 
7.    Becoming an endpoint
8.    Uniqueness tactics
Justin Liles – Chief Product Officer, Advice Local

10:45 am – 11:15 am                   Refreshment Break with Exhibitors

11:15 am – 12:00 pm                     How the Yellow Pages Industry Took a Threat and Turned it into the Opportunity of a Lifetime –
                                                       Isn’t that the headline we’d like to see? Let’s Do It!
                                                           Description TBD 
                                                            Kari Simpson – President, Digital Marketing Inc.

12:00 pm – 12:15 pm                  Innovation Presentation - TBD

12:15 pm – 1:15 pm                    Lunch with Exhibitors

 1:15 pm – 2:00 pm                     Prove It or Perish – Overcoming Traditional Media’s Data and Attribution Challenges
                                                        We live in a data-driven world and economy. Consumers are routinely accessing data to make better-informed buying decisions in their daily lives. And, just as                                                             these consumers are using data to make their buying decisions, marketers are becoming more dependent upon accessing data about consumer behavior and                                                             motivations in order to influence and engage them. So it’s no wonder, now more than ever, marketers are using data to drive their media decisions.
But traditional media companies, like newspapers and directory publishers, often have limited access to the kinds of rich, accurate and real-time data necessary for meaningful attribution. This limits the ability to adequately serve consumers and advertisers, and compete with Internet giants. Data challenges include:
·                  Costly vendor and client API integration
·                  Silos
·                  Quality
·                  Completeness
.                  Lack of analytical expertise/resources to utilize data effectively
This session will look at how traditional media companies can overcome these challenges and gain access to the multiple sources of data necessary to bridge the attribution gap, reduce costs, increase revenue generating opportunities and open solutions to new markets.
 Gideon Rubin – CEO & Founder, Local Data Exchange

2:00 pm – 2:15 pm                         Innovation Presentation – TBD

2:15 pm – 3:00 pm                           Need Title
David Lebow – Title, Company

3:00 pm – 3:30 pm                           Refreshment Break with Exhibitors

3:30 pm – 3:45 pm                           Innovation Presentation – TBD

3:45 pm – 4:30 pm                           Yes, you can (must) Drive New Revenue with Social Media!
Survey after survey shows that small- and medium-sized businesses are cutting print advertising to fund more digital advertising, and social media is taking the lion’s share of that revenue. In fact, Borrell Associates’ survey found that the average SMB is spending $1,500 on Facebook alone (and 81 percent of directory advertisers have a Facebook page).
Directories need to fight back. There are a number of products and strategies that can help. Friends2Follow, for instance, drives new revenue and increases reader engagement by providing a tool for publishers to stream their advertisers’ social media on their websites. But we’re not alone.
Companies like SecondStreet Lab show you how use social media for contests and sweepstakes; CWRDigital or Guaranteed Digitial can help your customers via audience extension techniques; Spark and the Blinder Group package social media into sales blitzes for a significantly higher close rate.
Even without third-party help, directory companies need to learn best practices for using social media to drive website traffic. That’s because studies show social media, Facebook in particular, beat search engines like Google in driving referral traffic. We can show you how to take advantage of that trend.
John Winn Miller – Chief Strategy Officer, Friends2Follow
4:30 pm – 4:45 pm                           Now or Never – Why Facebook today is the best digital solution for business directories to seamlessly enrich a traditional proposition
Our presentation aims to educate the traditional business directories and SMB marketing partner industry players about the inevitable changes that have happened in the ways local businesses communicate with their clients. Today digital communication is such an important part of our daily lives that also the marketing solution offering of SMB marketing partners needs to reflect that to keep up with the society. We’ll explain the marketing background and the current situation from local business’ point of view, backed up by industry data. We’ll showcase the different social advertising solutions, their benefits and challenges to local marketers and the business directories, and demonstrate how there is a huge untapped opportunity for business directories in this space, and how now is the right time to act. Our presentation will also show how implementing a simple Facebook ad solution into a traditional business offering can be easy and seamless, without undermining the traditional business directory offering.
Lorenzo Pireddu - Commercial Director, GotU

4:45 pm – 6:15 pm                           Happy Hour Networking Reception


Thursday, September 14, 2017

8:00 am – 8:45 am                         Breakfast with Exhibitors

8:45 am – 9:15 am                           A New Weapon for your Arsenal
Locapon is a Geo Targeting Coupon app, that allows Merchants to send a coupon when, where and to whom they desire as consumers.  
Locapon is teaming up with Publishers across North America to inform merchants of a great new tool in attracting consumers.  Publishers can easily make $40-$50K a month talking to old clients, and the residual income is awesome!
Matt Stewart – Title, Locapon
9:15 am – 9:45 am                           Guided, Interactive Selling of Print and Digital Advertisements
Holm Hallbauer - CEO, net-linx AG
9:45 am – 10:30 am                        How Local Directories Stay Relevant in Search
                                                        Over the past decade, Google has gradually chipped away at local directories' organic traffic by providing similar information, often based on directories' own                                                               content. Andrew Shotland, CEO of Local SEO Guide, will discuss strategies for local directories to continue to gain traffic from Google in the near term, how to                                                             diversify to other organic channels (e.g. Apple's Spotlight search) and how to plan for the long term where voice search and other anticipated developments that                                                         will impact how consumers search for local services and how advertisers generate new customers.
Andrew Shotland – CEO, LocalSEOGuide.com

10:30 am – 11:00 am                    Refreshment Break with Exhibitors

11:00am – 11:30 am                       Website Fundamentals

We’ll share the fundamental information local businesses need to know when it comes to websites...
·                     Best practices for websites
·                     Website mistakes to avoid
·                     Website examples
·                                                How to build an effective website affordably
 Lauren Vore – Director, Vivial
11:30 am – 12:15 pm                      If Your Friends Jumped Off a Cliff : Using Behavioral Science in Advertising and Marketing
                                                            The new field of behavioral science provides a lot of insight on how we as publishers can use our advertising to influence both our potential customers and the                                                             end user of the directory.  We’ll go through some of the most effective ways to optimize your advertising and why testimonials are one of the most powerful                                                                   ways of influencing potential buyers.
                                                             Quinn Bahm – Vice President, Impact Directories
12:15 pm                                           Conference Recap
                                                             Cindi Aldrich – President and CEO, ADP