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The LBMA Berlin #2
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The LBMA Berlin #2

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Slides for our 2nd Berlin Event.

Slides for our 2nd Berlin Event.

Thank you all for coming and sharing your insights and knowledge.

Next event June 19th !

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  • Source: Sterling, Shotland https://www.yext-static.com/cms/spark/the-yext-quarterly.pdf

The LBMA Berlin #2 The LBMA Berlin #2 Presentation Transcript

  • WHY YOUR MARKETING NEEDSTO BE MORE LOCAL !THE LBMA BERLIN #2AGORA 29TH MAY 2012#LBMAberlin
  • AGENDAWelcome / Intro:• Charles MATHON: LBMA Berlin, SpotisticSpeakers:• Jan HEINEMANN: Social Media Manager• Mark REICH: CEO &Co-Founder, About-Local.com• Marek KRYSUIK: Product Manager, Nokia (here.com/primeplaces)• Alexandra ALEXANDROVA: Marketing Manager, Indoo.rs•Silvan RATH, eBay, presenting Park Tag
  • THE LBMA•FOUNDED IN 2010, TORONTO• 600+ MEMBERS WORLDWIDE• 100 COMPANIES ON BOARD• BASED IN NEW YORK, SAN FRANCISCO, LONDON, AMSTERDAM
  • THE LBMA BERLIN• STARTED 2013• EVENT #1, 30+ LOCATION FANS• HOSTED W/ ASIF KHAN, FOUNDER OF THE LBMA• NEXT EVENT: 19TH JUNE W/ ENTREPRENEURS CLUB BERLIN
  • SPOTISTIC• ALL IN ONE SOLUTION FOR LOCAL MARKETING• TRACK CUSTOMERS’ INTERACTIONS ON LOCAL SOCIALNETWORKS•INCREASE FOOT TRAFFIC•TRACK YOUR COMPETITORS@spotisitcteam@spotistic.com
  • Local Marketing: Thenextbigthingforyourstartup?A shortdiveintothedynamicsoflocalSMB Marketing
  • The Dark Ages/The Golden Years –What was localmarketinglikebeforetheinternet?Search:Gelbe Seiten Free papersEditorials &ReviewsCustomersLocalBusinessesDark Agesfortheconsumer….…GoldenYearsformediacompanies!• 16 regional GS-publishers• Revenue: 1,2 bn €*•Circulation: 90 M• Revenue: 2 bn €** www.welt.deCoupons/Ads:* www.bvda.de• Travel, food, art, events,…• Revenue: 0.6 bn €** www.boersenverein.de
  • Who isAboutLocalandwhatarewe all about?Ourbusinesses model: Provide SMBleadsandcustomerinformation in ahugedatabaseforsalesreps!…andmanymore!AboutLocal is scanning the web for data about millions of small businesses.We then merge and interpret this information to create Europes firstcomprehensive small business database using only online data.
  • Search Coupons&AdsEditorials &ReviewsCustomersLocalBusinessesIt‘sgettingbetter……but we‘re not thereyet!New players, same customerneeds?!
  • So howisitworking out foreveryone? Somestatstogoby….Out ofroughly 2 miosmall (local) businesses in ourdatabase……ca. 140.000 own a facebookaccount(7 %)23.86%36.88%29.28%9.98%# Facebook-Likes0 - 2526 - 100100 - 500> 500…ca. 350.000 havebeenratedbyclients(17,5 %)81.77%9.69%6.84%1.71%# Customer Ratings1 - 56 - 1011- 50> 50….10.500 localbusinesseshaveoffered a deal onGroupon!  (0,5 %)….144.000 localbusinesshave a paid online profile(includes Gelbe Seiten)!  (7,2 %)Shouldn‘tlocal onlinemarketingbemoreestablishedbynowaswearegoing mobile? Whatisholdingus back?
  • 1. The customeradoptiongap: SMB ownersneedtofeelthedifference!Ofthetop 10 % mostactivelocalbusinesses,only 27 % havereceived11 ormorecustomerratings!Business ownersweinterviewedwhotriednewconceptsoftenmade 1 transactionorless2. The cost/revenuegap: Acquiring SMBs is expensive, but many online models do not bringin enoughrevenue!New productsaredifficulttoexplainand SMB ownersare notparticularlysavyy, expensive salesforceisoftenneeded!Performance-basedmodelsneedhightransactionvolumetomakeanymoney off vendors:OnlyAdWordsand Group Buyinghaveprovidedthisvolume “successfully“ so far.Challengestotheriseoflocation-based SMB Marketingwhileusingtheserviceoverseveralmonths.
  • Questionslocation-basedmarketersneedtothinkabout!1. CLIENTSWhatservices do peopleactuallywanttouse?Whatneeds do wehavewhenlookingforlocalproducts&services?2. SALESHowcanwedistributethemmorequickly&morecheaply?3. REVENUEWhatarethe valid revenuemodelstosustain such an expansion?Is itgoingtobeenoughtotakeyoursharefromthe SMB vendor?
  • Mark ReichFounder & CEOTel: +49 30 5482 150 - 0Mobil: +49 152 54 21 99 30Mail: mark.reich@about-local.comContactus!
  • Being there1st lesson in LBS marketingHERE PrimePlaceshttp://here.com/primeplacesMarek KrysiukPrimePlaces Product Manager27.05.2013
  • © 2011 Nokia Company Confidential Filename.pptx v. 0.1 YYYY-MM-DD Author Document ID [Edit via Insert > Header & Footer]Did you know that 75% of disposable income is spent<30km from home8T $ local annual spending [travel + retail + localservices]50% of this is influenced by internetresearchSource: Sterling, Shotland https://www.yext-static.com/cms/spark/the-yext-quarterly.pdf
  • © 2011 Nokia Company Confidential Filename.pptx v. 0.1 YYYY-MM-DD Author Document ID [Edit via Insert > Header & Footer]20% of businesses close or move location yearlyThe cost of wrong data*22% customer drop-off rate10Bin lost sales for merchants*Source: Sterling, Shotland https://www.yext-static.com/cms/spark/the-yext-quarterly.pdfIt is easier to index 50B pages, than 200Mplaces
  • PlatformsThe landscape: Where to be listed18Catalogs Aggregators100K+Maps© 2013 HERE | PrimePlaces | Marek Krysiuk
  • 1919You verifyYou registerWe distribute Together we promoteHERE PrimePlacesConnecting people with businessesSmart phone TabletIn-car dashboardComputer Cloud© 2013 HERE | PrimePlaces | Marek Krysiuk
  • Thank you.Now it’s Q&A timehttp://here.com/primeplacesMarek.Krysiuk@nokia.complaces.info@nokia.com