Accepting the BIAKelsey GOLOCAL Award

go-local-logo-agendaThis past week, at The BIAKelsey Leading in Local conference in Atlanta, Kelsey distributed its new GOLOCAL awards in three categories – Sales/ Revenue, Innovation and Strategic use of digital marketing.  Nearly forty entrants were considered for these three categories and three finalists in each category were brought to Atlanta for the announcement of the winners.

Placeable was a finalist in the Strategic use of digital marketing for the successful partnership with AAA CarolinasHeather Mcbrien of AAA Carolinas and I represented the team and I presented an overview of what we had accomplished together to the audience, which included empowering AAA Carolinas to emerge as a fierce competitor in their local markets across all three of their primary business units (car care, travel and insurance).  These results included:

  • Indexing some 1200 authoritative local landing pages for 230 locations
  • Generating 800% increase in organic traffic
  • Producing 35K new visitors per month
  • 25% conversion rate on all unique visits to phone calls, registrations and appointments

Included in Heather’s description of some of the softer benefits that have been generated by our campaigns together was that of the decrease in the number of tire kickers that have been generated.  Specifically, Heather described that the quality of leads generated are now far more qualified and in active transaction mode as opposed to window-shopping.

Prior to the announcement of the winners, I was afforded the opportunity to share some of the specifics of the campaigns that have contributed to AAA Carolinas’ success.

Placeable’s data management platform has been leveraged to capture and convert multiple sources of AAA Carolinas location data into accurate information that remains current and flexible.  Placeable Pages expresses this unique content with smart locators, search optimized local landing pages and a supportive CMS system designed to optimize for local search.  Placeable Passes are used to syndicate AAA Carolinas data to the primary ecosystem including Google, Bing, Facebook, Foursquare, Acxiom and Factual.  Yahoo and Yelp are next.  Placeable Pages are leveraged to facilitate the expansion of unique location content and a fueled link marketing campaign for cities and agents further drive impactful results.

Although a finalist in the category of Strategic use of digital marketing, we in fact did not win.  However, had we won, I would have shared some of the following…

First I would have graciously thanked BIA and the esteemed judges on the panel.  I would have also thanked AAA Carolinas and Heather McBrien for being such a wonderful client and for joining us at the conference and for providing such a valuable endorsement for my company in such a spirited fashion.  And then I would have recognized my account teams who made everything really happen.  They are the real winners.

One of the guiding principles that makes Placeable such a special company is our call to our employee-owners to demonstrate their value everyday.  This means to demonstrate their value to themselves – to the company – and especially to their clients.  Being a finalist for this award – and the recognition by our peers – is a testament to that commitment and effort.

Placeable is dedicated to the ROI challenges that our enterprise customers face every day.  We attack the cost of waiting head-on.  We believe that nobody would accept a 76% confidence level in a pregnancy test.  We believe that nobody would accept a 51% confidence level that the surgeon might operate on the right leg once they go under.  And we feel that nobody should accept a negative consumer experience due to some level of inaccurate information about their company, when it is preventable.  We do not accept mediocrity, and neither do our customers.

Lastly, I would have invited members of the audience who feel the same way about perfecting customer experiences to come talk to us about how we can help them, overcome their data integrity issues and compete fiercely in local search as we have done with AAA Carolinas and so many other enterprise brands.

5 Leading Indicators of the Future of Local Search

logo041211The local search market is changing. On the buy-side, enterprise advertisers are starting to assert their control, demonstrating that they can leverage large footprints to compete in local with clean distributed data, and accurate claimed citations. Consumers, meanwhile, increasingly want to use their mobile devices for more activities than navigational search, expecting to be able to buy and not only find goods and services nearby.  Read more at: StreetFight Magazine

Unlock the power of location data (part III – sample case study)

UntitledIn August of this year, LocationInsight rebranded as Placeable to strategically align the mission of the company with driving enterprise advertisers to become placeable. Following suit, we have released several case studies that demonstrate the results that enterprise advertisers have experienced after becoming placeable.

The second case study is a global credit card and ATM company with a challenge of providing accurate location data to the ecosystem when they have hundreds of thousands of ATM locations around the world. Continue reading

Unlock the power of location data (part I)

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Location information has the potential to be a powerful strategic asset for digital marketers. Especially for enterprise advertisers with many locations that are trying to compete on the local level.

Web maps, web site store locators and mobile results are strong drivers of consumers to a business location. Accurate location information is obviously essential to the effectiveness of these drivers. Social networks, directories and search engines (i.e., SEO) are also very valuable delivery agents of consumers. Establishing data continuity and maintaining consistency of location information across these channels can make all the difference between a strong consumer brand experience and a sour one. Continue reading

Time to Make Dirty Data Placeable

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The December 2012 Cost of Bad Location Data Report from Yext shared that 43% of business listings are wrong and 14% are just plain missing. As a result, US businesses lose over $10B in sales every year. Each and every day, people look for places on Google Maps and are directed to the wrong location. This poor user experience translates into lost revenue for stores

Local search marketing for location-based advertisers drives people from online to the physical store, but the process of optimizing for local search is not simple. There are many key influencers that impact the performance of location-based brands in local search, especially when you consider web, mobile and social to all be part of the equation. Not only do consumers sit at a desk and conduct local searches, they do it on mobile devices. They do it within social networks like Facebook or on Foursquare. Local search is conducted directly on maps and through locators. IYP’s are a channel for local search as well. The value of these channels to a consumer may be directly attributed to the accuracy of the information provided to them. Continue reading