LSA17
LOCAL: 2020

Digital was disrupting the traditional
media and advertising market.

Print -------> Digital
Digital -------> Mobile
340 -------> 420
75%
Google, Bing, Yelp, ReachLocal, Ninth Decimal, Brandify

Helping Local Businesses Move Faster and Grow

The pace of change will not slowdown

Biotechnology
IoT
Nanotechnology
Quantum Computing
Energy Storage
Robotics
Artificial Intelligence
3D Printing
Autonomous Vehicles

11 Billion

30 Billion

80 Billion

Artificial Intelligence

Artificial Intelligence and Machine Learning
to deliver better marketing outcomes for
Local Businesses

Partner

STATE OF THE
ASSOCIATION
Neg Norton
President
LSA

What is local?
YESTERDAY TODAY

Past Month Reach (%)
22 27 87 46 55 50 19 48 69 41 73 71 52
23 28 85 43 52 46 21 48 67 41 70 69 48
27 21 65 26 28 N/A 21 30 47 24 N/A N/A N/A
2015
(n=8014)**
2014
(n=8006)
2016
(n=8004)      
Source: 2016 Local Media Tracking Study, n=8004 U.S. adults

LSA’s Focus
• Local/location-based marketing
• Consumer behavior
• Media performance
• SMB/local & national-to-local
• Local commerce

2016 2017

LSA Events
• Local/location-based marketing
• Consumer behavior
• Media performance
• SMB/local & national-to-local
• Local commerce

LSA18 | CHICAGO | APRIL 30 – MAY 2

LSA’s Co-op Outsourcing

Co-op Success Story
• Multi-location electrical distributor
made a 4th quarter buy of $60K
• Leveraging LSA’s co-op tools, digital
arm of newspaper executed campaign
using $30K in accrued co-op funds
• Multi-media campaign (display, email,
social and more)
• Website traffic grew 75% first month
• Advertiser received 100%
reimbursement on co-op funds

LSA Consulting & Custom Research

MarketingBitz.comSMB Bootcamps

What Does the Program Evaluate?
• Sales practices & “promises” made to clients
• Customer service standards and
accountability
• Employee hiring and training practices
• Service agreements and contracts
• Clear statements of pricing for
products/services
• Security and privacy of information

Marketing and Advertising
Operations, Finance
and Accounting
Suppliers
Human
Resources
What’s next at LSA?
The SMB Cloud
Transformation Index

Manish Patel
CEO
Brandify
Bill Dinan
SVP, Strategic
Partnerships
Acquisio
James V. Continenza
Executive Chairman and Acting
President and CEO
Vivial
Patrick Moore
Chief Strategy & Corporate
Development Officer
YP
Ben Wood
Director of Channel Sales
Americas
Google
Kevin Jasper
CEO
hibu US
Chad Richard
SVP, Business & Corporate
Development
Yelp
Joe Walsh
President and CEO
Dex Media, Inc.
Kelly Thomas
VP, Partner Development
Microsoft
Michael Fordyce
CEO
NinthDecimal
Norm Hagarty
CEO and Managing Partner
DAC Group
Sharon Rowlands
CEO
ReachLocal
Sharon Sweeney
President
Fairway Group
Julien Billot
President & CEO
Yellow Pages Digital &
Media Solutions
Eric Webb
President
Mindstream Interactive

Ben Wood
Vice Chairman, LSA
Director of Channel Sales Americas
Google
Sharon Sweeney
Secretary/Treasurer, LSA
President
Fairway Group
Bill Dinan
Chairman, LSA
SVP, Strategic Partnerships
Acquisio

THANK YOU!
neg@theLSA.org