Ryan Vaspra, SVP of product and operations at Sightly, shares his thoughts on our recent Think Tank Chicago event which brought together local advertising leaders from companies including Facebook, YP, R/GA, Twitter, MediaVest, Ifbyphone, Marquette Group, Cars.com, Where 2 Get It, CityGrid Media and SMG Local Spectrum. The group discussed exciting new ideas and trends in local that have the potential to take our industry to the next level.
As lightning flashed and thunder crashed outside the 80th floor windows of the Aon Building in downtown Chicago, a group of local marketing thought leaders convened for dinner and spirited discussion – an industry “Think Tank,” graciously hosted by the Local Search Association.
The group was comprised of a diverse set of executives from agencies, publishers, media, and technology companies like Sightly, the online video ad tech company I represent.
The theme of the evening was an exploration of “how local advertisers are using various media outlets to drive clicks, calls and store visits,” what the LSA introduced this year as “Last Mile Advertising.”
From the offset, the discussion focused on what local advertisers want from marketing and advertising solutions and what providers’ pricing should be.
Many participants didn’t feel our industry necessarily needs to provide “free or nearly free” solutions for SMBs as incentives for them to try our products, especially if the value is evident. Simple? Yes. Effective? Yes. But simple and effective solutions are rarely free or inexpensive.
Some agency executives felt it’s our job to provide fairly priced, effective solutions but not worry about saving all SMBs from their competitors. In local business, those who are smart, savvy and willing to learn are usually the ones that survive. Conversely, to paraphrase one exec, “Those who don’t get it, usually don’t get that they don’t get it.”
Finally, our best takeaway was that the group felt agencies and service providers provide value by bundling and integrating marketing solutions. Otherwise, SMBs tend to “hopscotch” from tactic to tactic, treating each marketing solution as a stand-alone solution. In reality, bundled solutions create a much more valuable multi-touch, integrated marketing presence for the SMB in its local market than any individual tactic does at any given time.
It was a one-of-a-kind event and LSA brought together a very impressive and influential group of professionals from a diverse set of locally focused companies. The intimate setting made it easy for us to dive deep into the issues impacting the local space. With such varied experiences and perspectives in one room, we came away from the meeting with insights that are extremely valuable for the future of local.