Slides for our 2nd Berlin Event. Thank you all for coming and sharing your insights and knowledge. Next event June 19th !

1. WHY YOUR MARKETING NEEDS
TO BE MORE LOCAL !
THE LBMA BERLIN #2
AGORA 29TH MAY 2012
#LBMAberlin

2. AGENDA
Welcome / Intro:
• Charles MATHON: LBMA Berlin, Spotistic
Speakers:
• 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

3. THE LBMA
•FOUNDED IN 2010, TORONTO
• 600+ MEMBERS WORLDWIDE
• 100 COMPANIES ON BOARD
• BASED IN NEW YORK, SAN FRANCISCO, LONDON, AMSTERDAM

4. 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

5. SPOTISTIC
• ALL IN ONE SOLUTION FOR LOCAL MARKETING
• TRACK CUSTOMERS’ INTERACTIONS ON LOCAL SOCIAL
NETWORKS
•INCREASE FOOT TRAFFIC
•TRACK YOUR COMPETITORS
@spotisitc
team@spotistic.com

6. Local Marketing: The
nextbigthingforyourstartup?
A shortdiveintothedynamicsoflocal
SMB Marketing

7. The Dark Ages/The Golden Years –
What was localmarketinglikebeforetheinternet?
Search:
Gelbe Seiten Free papers
Editorials &
Reviews
Customers
LocalBusinesses
Dark Ages
fortheconsumer….
…Golden
Yearsformediacompanies!
• 16 regional GS-publishers
• Revenue: 1,2 bn €*
•Circulation: 90 M
• Revenue: 2 bn €*
* www.welt.de
Coupons/Ads:
* www.bvda.de
• Travel, food, art, events,…
• Revenue: 0.6 bn €*
* www.boersenverein.de

8. Who isAboutLocalandwhatarewe all about?
Ourbusinesses model: Provide SMB
leadsandcustomerinformation in a
hugedatabaseforsalesreps!
…andmanymore!
AboutLocal is scanning the web for data about millions of small businesses.
We then merge and interpret this information to create Europe's first
comprehensive small business database using only online data.

9. Search Coupons
&Ads
Editorials &
Reviews
Customers
LocalBusinesses
It‘sgettingbetter…
…but we‘re not thereyet!
New players, same customerneeds?!

10. 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-Likes
0 - 25
26 - 100
100 - 500
> 500
…ca. 350.000 havebeenratedbyclients(17,5 %)
81.77%
9.69%
6.84%
1.71%
# Customer Ratings
1 - 5
6 - 10
11- 50
> 50
….10.500 localbusinesseshaveoffered a deal on
Groupon!  (0,5 %)
….144.000 localbusinesshave a paid online profile
(includes Gelbe Seiten)!  (7,2 %)
Shouldn‘tlocal online
marketingbemoreestablishedbynowaswearegoi
ng mobile? Whatisholdingus back?

11. 1. The customeradoptiongap: SMB ownersneedtofeelthedifference!
Ofthetop 10 % mostactivelocalbusinesses,
only 27 % havereceived11 ormorecustomerratings!
Business ownersweinterviewedwhotriednewconceptsoftenmade 1 transactionorless
2. The cost/revenuegap: Acquiring SMBs is expensive, but many online models do not bring
in enoughrevenue!
New productsaredifficulttoexplainand SMB ownersare not
particularlysavyy, expensive salesforceisoftenneeded!
Performance-basedmodelsneedhightransactionvolumetomakeanymoney off vendors:
OnlyAdWordsand Group Buyinghaveprovidedthisvolume “successfully“ so far.
Challengestotheriseoflocation-based SMB Marketing
whileusingtheserviceoverseveralmonths.

12. Questionslocation-basedmarketersneedtothinkabout!
1. CLIENTS
Whatservices do peopleactuallywanttouse?
Whatneeds do wehavewhenlookingforlocalproducts&services?
2. SALES
Howcanwedistributethemmorequickly&morecheaply?
3. REVENUE
Whatarethe valid revenuemodelstosustain such an expansion?
Is itgoingtobeenoughtotakeyoursharefromthe SMB vendor?

13. Mark Reich
Founder & CEO
Tel: +49 30 5482 150 - 0
Mobil: +49 152 54 21 99 30
Mail: mark.reich@about-local.com
Contactus!

14. Being there
1st lesson in LBS marketing
HERE PrimePlaces
http://here.com/primeplaces
Marek Krysiuk
PrimePlaces Product Manager
27.05.2013

15. © 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 home
8T $ local annual spending [travel + retail + local
services]
50% of this is influenced by internet
research
Source: Sterling, Shotland https://www.yext-static.com/cms/spark/the-yext-quarterly.pdf

17. © 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 yearly
The cost of wrong data*
22% customer drop-off rate
10Bin lost sales for merchants
*Source: Sterling, Shotland https://www.yext-static.com/cms/spark/the-yext-quarterly.pdf
It is easier to index 50B pages, than 200M
places

18. Platforms
The landscape: Where to be listed
18
Catalogs Aggregators
100K+
Maps
© 2013 HERE | PrimePlaces | Marek Krysiuk

19. 1919
You verifyYou register
We distribute Together we promote
HERE PrimePlaces
Connecting people with businesses
Smart phone TabletIn-car dashboardComputer Cloud
© 2013 HERE | PrimePlaces | Marek Krysiuk

20. Thank you.
Now it’s Q&A time
http://here.com/primeplaces
Marek.Krysiuk@nokia.com
places.info@nokia.com