Day 1: Tuesday, Sept. 22, 2009

9:00 am – 10:30 am

YPA & ADM Joint Session
Neg Norton, President, Yellow Pages Association, and Nancy Augustine, Senior Vice President, Association of Directory Marketing, will update members of YPA and ADM on merger activities, as well as environmental, research, communications and product initiatives.

 

10:30 am – 11:30 am

Special Session Exclusively for Clients of TKG and BIA Advisory Services
MODERATORS: Neal Polachek, CEO, The Kelsey Group, and Steve Marshall, Director of Research and Consulting, The Kelsey Group

11:30 am – 12:30 pm
Lunch On Your Own

A Kelsey Group Perspective: Global Multiproduct Sales Practices
The Kelsey Group analysts will provide a brief overview of why multiproduct and solution selling is so important and how these sales efforts are evolving in directional media and peer industries. This perspective will build a foundation of understanding for the balance of the program.

12:45 pm-1:15 pm
Building a Multiproduct Sales Foundation
Successful multiproduct and solution selling cannot function without a foundation of sophisticated systems and technology. Sales reps must be able to offer products with different production cycles, pricing models and value metrics in a seamless fashion. We've gathered systems experts to explain how technology can and will enable the future of successful selling.
Eitan Ackerman, Executive Director, Marketing & Sales Engineering , Amdocs
Dean Hodges, Partner, American Directory Systems
Taylor Treese, President, COO and Cofounder, MediaTraks Global
MODERATOR: Bobbi Loy-Luster, VP, Senior Analyst and Director of Client Inquiry, The Kelsey Group

1:15 pm – 1:30 pm
Refreshment Break

1:30pm-2:15 pm
Moving Multiproduct Selling Beyond Bundles
What does it really take to push multiproduct selling? What does the sales process look like? How much effort must go into building a training program that enables local and national sales forces to shift the way they sell without losing ground in the process? We'll hear some "success stories" from publishers, CMRs and others immersed in this process.
Chuck Lee, Executive Director, Internet Marketing, AT&T Advertising Solutions
Michael Taylor, Director, Business Development, BIA/Kelsey Group
MODERATOR: Matt Booth, Senior VP and Program Director, Interactive Local Media, The Kelsey Group

Conference Begins

2:30 pm – 3:00 pm

Global Yellow Pages: A Prescription for Future Success

We’ll debut Kelsey’s exclusive Outlook on Yellow Pages, with revenue, margin and market share projections. Which publishers will emerge as the industry leaders? Which segments will succeed, and which will struggle? The Kelsey Group analysts weigh in on where the global directory industry is today and where it needs to go.
Charles Laughlin, Senior VP and Program Director, The Kelsey Group
 

3:00 pm- 3:45 pm

Featured Address: Christopher Cummings, CEO, Marquette Group
Christopher Cummings brings more than 25 years of experience in helping national advertisers drive leads through Yellow Pages advertising. His perspective is invaluable in understanding and responding effectively to the challenges we face today. Cummings is also current chair of the Yellow Pages Association, which gives him an industry-wide view of how the directory industry must realign itself for success.

MODERATOR: John Kelsey, Cofounder and Chairman, The Kelsey Group

 

3:45 pm – 4:15 pm
Refreshment Break

 

4:15 pm – 5:00 pm
Understanding Users and Advertisers – A Deep Dive Into Exclusive TKG Data
Kelsey’s User View and Local Commerce Monitor research digs deep into how consumers select merchants and how merchants make their case to consumers. We’ll introduce key points from the research and add the perspective of “person/merchant on the street” interviews. The result will be a prescription for a directory product that consumers and merchants find valuable.
Steve Marshall, Director, Research and Consulting, The Kelsey Group

5:00 pm – 5:30 pm
The Yellow Pages App Store: Securing a Mobile Future for Yellow Pages
IPhone mavens have consumed countless hours browsing the latest useful and whimsical apps for their beloved handhelds. At the useful end of this spectrum are the proliferating Yellow Pages and local search apps. We’ve asked several developers to show us around new iPhone apps that help consumers find local pharmacies, pizza joints and pest control services while on the go.
Dannie Francis, CEO, Cellcity
Erron Silverstein, CEO, YellowBot
Matt Myers, CMO, Shooger
MODERATOR: Michael Boland, Senior Analyst and Program Director, Mobile Local Media, The Kelsey Group

5:30 pm - 7:30 pm
Networking Reception

Day 1 | Day 2 | Day 3

To register by phone, call (609) 921-7200 x10.