The BIA/Kelsey NATIONAL show is now fully in place, with 56 speakers set to define the cutting edge in national brands and local marketing. The show takes place March 25-27 at The Dallas Westin. Just added to the program: Internet visionary Mitch Golub, who leaves Cars.com today after successfully developing it into a $1.8 Billion enterprise that has, along with AutoTrader.com, helped define all the best practices of working with the world’s most aggressive national and local marketers (the car manufacturers and car dealers.)

Also added: key brands defining the best in vertical marketing. Dental One Partners, VCA (Animal Hospitals) and Service Experts Heating and Air Conditioning have now been added to a lineup that also includes leaders from Brooks Brothers, UniGroup (United Van Lines), Rooms to Go, All My Sons Moving & Storage, El Pollo Loco, U-Haul International, Nestle TollHouse Cafe, and The Susan G. Komen Foundation.

Announced earlier: keynotes from Google’s Brendon Kraham; Facebook’s Jon Czaja; Bizhive’s Dave Walker, Kenshoo’s Aaron Goldman, Geary LSF’s Karen Traversi Kovaleski and The Weather Co’s Ryan Davis. There are also key sessions with thought leaders such as YP’s Melissa Burghardt, The Washington Post Co’s Ethan Selzer; The Dallas Morning News’ Grant Moise; Meredith Corp’s Pam Taylor; and TvB’s Steve Lanzano.

The program also marks the debut of key new BIA/Kelsey data on franchise marketing from our Local Commerce Monitor survey. And last but not least, we’ll be doing Dallas right, with two Best of Dallas receptions; a “Before the Bell” Dallas Innovator Breakfast at the Addison Treehouse sponsored by Speakeasy; Two social breakouts, including National DEMOs and Drinks and Women Leading in Local; and an After Hours Country Casino sponsored by Local Site Submit and Moon Valley Software.

Check out the full, 2 1/2 day agenda. You may register here.

Cars.com visionary Mitch Golub is set for BIA/Kelsey National

The post 56 Speakers Set for BIA/Kelsey NATIONAL, March 25-27: Cars.com’s Mitch Golub Added appeared first on BIA/Kelsey - Local Media Watch.

The BIA/Kelsey NATIONAL show is now fully in place, with 56 speakers set to define the cutting edge in national brands and local marketing. The show takes place March 25-27 at The Dallas Westin. Just added to the program: Internet visionary Mitch Golub, who leaves Cars.com today after successfully developing it into a $1.8 Billion enterprise that has, along with AutoTrader.com, helped define all the best practices of working with the world’s most aggressive national and local marketers (the car manufacturers and car dealers.)

Also added: key brands defining the best in vertical marketing. Dental One Partners, VCA (Animal Hospitals) and Service Experts Heating and Air Conditioning have now been added to a lineup that also includes leaders from Brooks Brothers, UniGroup (United Van Lines), Rooms to Go, All My Sons Moving & Storage, El Pollo Loco, U-Haul International, Nestle TollHouse Cafe, and The Susan G. Komen Foundation.

Announced earlier: keynotes from Google’s Brendon Kraham; Facebook’s Jon Czaja; Bizhive?s Dave Walker, Kenshoo’s Aaron Goldman, Geary LSF’s Karen Traversi Kovaleski and The Weather Co’s Ryan Davis. There are also key sessions with thought leaders such as YP’s Melissa Burghardt, The Washington Post Co’s Ethan Selzer; The Dallas Morning News’ Grant Moise; Meredith Corp’s Pam Taylor; and TvB’s Steve Lanzano.

The program also marks the debut of key new BIA/Kelsey data on franchise marketing from our Local Commerce Monitor survey. And last but not least, we’ll be doing Dallas right, with two Best of Dallas receptions; a “Before the Bell” Dallas Innovator Breakfast at the Addison Treehouse sponsored by Speakeasy; Two social breakouts, including National DEMOs and Drinks and Women Leading in Local; and an After Hours Country Casino sponsored by Local Site Submit and Moon Valley Software.

Check out the full, 2 1/2 day agenda. You may register here.

Cars.com visionary Mitch Golub is set for BIA/Kelsey National

The post 56 Speakers Set for BIA/Kelsey NATIONAL, March 25-27: Cars.com's Mitch Golub Added appeared first on BIA/Kelsey - Local Media Watch.

The program for BIA/Kelsey National is building quickly, with many great new speakers, as well as a slew of conference “extras.” Taking place March 25-27 in Dallas, BIA/Kelsey National breaks new ground in the local ecosystem, exploring key trends and opportunities in local for national brands. BIA/Kelsey forecasts that national brands will spend $68 billion on local marketing by 2018.

More than 40 speakers are now slated to join the National program which is being co-chaired by Third Act Marketing CEO Gregg Stewart, our longtime go-to expert for national-local advertising. The event also features The GoLocal Awards, honoring the best in national brand marketing targeting local users; a Before the Bell Innovation Tour at the Dallas Entrepreneur Center’s Treehouse, which is sponsored by Speakeasy; a special edition of Demos and Drinks, showcasing some of the industry coolest technology; a Women Leading in Local session, featuring Happening’s Angela Giovine and Tina Paprone; and special evening events to be announced.

Key speakers just announced include Google‘s Brendon Kraham, Director, Mobile Global Sales and Strategy; Pricewaterhouse Coopers‘ Daniel Eckert, Managing Director, Emerging Tech; YP‘s Melissa Burkhardt, VP, Search and Yield; Valpak President Michael Vivio; The Weather Co‘s Ryan Davis, VP, Local Platform; TvB‘s Steve Lanzano, President and CEO; Mediavest‘s Jason Dailey, SVP; Operative‘s Lorne Brown, CEO; and longtime industry leaders Robyn Rose and Warren Kay.

These industry leaders join previously announced industry leaders including keynotes from Facebook‘s Jon Czaja, Director, Small Business (North America); Geary LSF’s Karen Kovaleski, President and CEO; BizHive’s Dave Walker, Chairman; and Kenshoo’s Aaron Goldman, CMO. Other speakers include Grant Moise, SVP, Niche Markets, The Dallas Morning News; Ethan Selzer, VP, Retail and Regional Advertising, The Washington Post; Rick Hanna, CEO, Mspark; Travis Arthur, VP, ReachLocal; Corey O’Donnell, VP, Brand Management, Yodle; and C. Lee Smith, CEO, Sales Development Strategies (AdMall.)

Brand leaders joining us include El Pollo Loco’s Mark Belanger; Chick Fil-A agency rep Rod Ulrich (Richards Group); U-Haul’s Elnora Cunningham; Brooks Brothers’ Mike Walker; United Van Lines’ Keith Dailey (UniGroup); ServiceMaster’s Philipp von Holtzendorff-Fehling, VP and CMO; Rooms to Go’s Rob Crigler, VP, Digital Marketing; and All My Sons Moving & Storage’s Ormondo Gomez, CFO.

Tech and Agency leaders on the podium will include Advice Interactive Group’s Bernadette Coleman, CEO; Speakeasy’s Mike Orren, CEO; Where2GetIt’s Manish Patel, CEO; LocalBizNow’s Todd Webber, CEO; Simpli.fi’s Frost Prioleau, CEO; Location3 Media’s Andrew Beckman, CEO; MomentFeed’s Robert Blatt, CEO; Placeable’s Ari Kaufman, CEO; and SOCi’s Afif Khoury, CEO.

Will we see you in Dallas? You may register here.

The post BIA/Kelsey National, March 25-27, Dallas: All Star Lineup, Program appeared first on BIA/Kelsey - Local Media Watch.

Following yesterday’s talk from Living Social’s Mitch Spolan, this morning at Leading in Local: The National Impact, The Weather Co.’s Curt Hecht offered another primer on applying creativity to national to local marketing and advertising.

Hecht is an ad agency veteran who serves as Weather’s global chief revenue officer, driving revenue generation strategy for the Weather Channel and Weather.com.

“I love this topic of national-local,” Hecht said. “Weather is a global brand built off of location.”

Hecht has brought a combination of quantitative and qualitative analysis to the task of using Weather data to drive new insight and creative new ways to help brands generate more sales based on weather patterns. These insights are activated on a hyperlocal basis, because responses to weather conditions are often very different based on region.

Under Hecht, Weather’s insights go much deeper than selling snow shovels when it’s about to snow.

“We think we can help you move more salad, beer,” Hecht said. “We have made the pivot to helping them know about their brand, our whole sales force now pushing it.”

One example is an exercise Weather went through to track how weather conditions drive soup consumption in the spring. The drivers vary by market. Clouds in Chicago, humidity in Boston.

Another example was Pantene, which ran a “forecast Frizz” campaign that pushed out ads pushing anti-frizz product days in advance of humid weather.

The post At Leading in Local: The National Impact: Talking About the Weather with Curt Hecht appeared first on BIA/Kelsey - Local Media Watch.

The spanking new program is set for Leading in Local: The National Impact, which is May 7-9 in Atlanta.

We’ve put together a great list of 55 hand-picked speakers – all centered on what’s really happening in local with a special, unprecedented eye on the all important franchise and brand customer — plus a unique tour of The Weather Company (and a chance to meet weather celebrity Sam Champion.)

Leading executives and thought leaders with advanced franchise and brand applications for local are at the top of the bill, including:

— Chip Perry, Independent Consultant, AutoTrader’s ‘First Employee’
— Curt Hecht, Global CRO, The Weather Co.
— Mark Marinacci, President, Gannett/GO Digital
— David Lebow, EVP & GM of Digital Markets, YP
— Mitch Spolan, EVP, Global Retail, Living Social

And we’ve added some great session speakers, including:

— John Gregory, Chief Category Development Officer, AOL
— JonPaul Rexing, director of sales, ESPN Local
— Kevin Vanes, director, national sales and partnerships, Angie’s List.
— Meribeth Papuga, Exec VP and Director of Local Activation, MediaVest

The centerpiece of the conference is several key sessions where we go deep on search, geotargeting, digital agencies, cross channel and loyalty programs. Leaders will share their local insights from top franchise groups and brands representing most of the top local verticals, including auto dealers, real estate, restaurants/dining, health services, insurance, travel, consumer packaged goods, moving and cleaning. The companies appearing include a vital cross- section of U.S. commerce:

— AAA of the Carolinas
— Aflac
— AutoTrader
— General Mills
— Genghis Grill
— McKesson Health
— Maid Right
— Scion
— Two Men and a Truck
— U-Haul International

Will you join the BIA/Kelsey local community in Atlanta? Register

The post Speaker Update for ‘Leading in Local: The National Impact’ May 7-9, Atlanta appeared first on BIA/Kelsey - Local Media Watch.

The spanking new program is set for Leading in Local: The National Impact, which is May 7-9 in Atlanta.

We?ve put together a great list of 55 hand-picked speakers ? all centered on what?s really happening in local with a special, unprecedented eye on the all important franchise and brand customer — plus a unique tour of The Weather Company (and a chance to meet weather celebrity Sam Champion.)

Leading executives and thought leaders with advanced franchise and brand applications for local are at the top of the bill, including:

— Chip Perry, Independent Consultant, AutoTrader’s ‘First Employee’
— Curt Hecht, Global CRO, The Weather Co.
— Mark Marinacci, President, Gannett/GO Digital
— David Lebow, EVP & GM of Digital Markets, YP
— Mitch Spolan, EVP, Global Retail, Living Social

And we’ve added some great session speakers, including:

— John Gregory, Chief Category Development Officer, AOL
— JonPaul Rexing, director of sales, ESPN Local
— Kevin Vanes, director, national sales and partnerships, Angie’s List.
— Meribeth Papuga, Exec VP and Director of Local Activation, MediaVest

The centerpiece of the conference is several key sessions where we go deep on search, geotargeting, digital agencies, cross channel and loyalty programs. Leaders will share their local insights from top franchise groups and brands representing most of the top local verticals, including auto dealers, real estate, restaurants/dining, health services, insurance, travel, consumer packaged goods, moving and cleaning. The companies appearing include a vital cross- section of U.S. commerce:

— AAA of the Carolinas
— Aflac
— AutoTrader
— General Mills
— Genghis Grill
— McKesson Health
— Maid Right
— Scion
— Two Men and a Truck
— U-Haul International

Will you join the BIA/Kelsey local community in Atlanta? Register

The post Speaker Update for 'Leading in Local: The National Impact' May 7-9, Atlanta appeared first on BIA/Kelsey - Local Media Watch.

Weather is an inherently localized subject according to The Weather Company’s Denise Chuddy. She and I spent lots of time talking about that on stage at our December Leading in Local conference.

This opens up all kinds of opportunities for the company (formerly The Weather Channel) to do location targeted mobile content delivery. And not only is weather inherently local, but it’s inherent in lots of product advertising (think umbrellas or soup).

This is unfolding in lots of interesting ways that are endemic to BIA/Kelsey’s upcoming Leading in Local Conference in May. The topic there is National entities that are competing at the local level and reflecting as much in their ad targeting.

The Weather Company interview came to mind today, not just because we’re gearing up for lots of similar fireside chats at the May conference, but because of two observations this morning. The Weather Company was central to both.

The first is its partnership with Songza to apply weather to the art of music discovery. This makes music yet another thing that weather relates to (think Zeppelin’s The Rain Song). It’s also conducive to Songza’s music discovery paradigm, as opposed to on-demand listening a la Spotify.

The second item jumped out at me during morning news gathering. Seen above, The Weather Company’s new banner ad further characterizes its Mobile Local push. It is a direct representation of everything in the interview below, and something we expect to continue seeing from TWC.

The video is below, and we’ll have much more where that came from in May in Atlanta. Hope to see you there.

The post Conference Video: The Weather Company is All About Local appeared first on BIA/Kelsey - Local Media Watch.