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April 22 2009
Theme: SELLING LEADS, NOT ADVERTISING
| 09:00 - 09:15: |
Workshop Kick-Off
Peter Buxton and Jesper Simonsen will outline the objectives for the workshop and give the background for the Workshop theme. Speakers:
Peter Buxton, Partner, Buxton Independent Consulting, Germany
Jesper Simonsen, Partner, JS Consulting ApS, Denmark
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| 09:15 - 10:00: |
Search Engine Optimisation (SEO)
Which techniques are effective to optimise number of leads from Search Engine utilisation ? How can a Yellow Pages publisher improve his offer to advertisers through SEO ? Speakers:
Matěj Novák, Search Strategist, Ataxo, Czech Republic
Maximilian Kil, Geschäftsführer, Proseed GmbH (Trifels), Germany
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| 10:00 - 11:00: |
Search Engine Marketing (SEM)
Which are the most effective SEM measures ? How can a Yellow Pages publisher assist his customers in his SEM activities ? Speakers:
Christer Pettersson, Online Manager Search, Eniro, Sweden
Benjamin Broshi, Vice President New Markets, DeTeMedien, Germany
Joachim Helfer, Business Development Online, Müller Medien, Germany
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| 11:00 - 11:30: |
COFFEE BREAK
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| 11:30 - 12:15: |
Return on Investment (ROI) from printed directories
How are publishers measuring call rates and ROI from printed directories ? Which techniques are most effective and credible to the advertiser ? How do we translate call rates into genuine leads ? Speakers:
Bruno Berthezene, Strategy Poject Manager, Pages Jaunes, France
Katarina Lind, Product Manager YP Print,, Eniro Gula Sidorna,, Sweden
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| 12:15 - 12:45: |
Return on Investment (ROI) from online directories
How does a Yellow Pages publisher measure response rates from online directories ? How does he measure the total leads i.e. calls, clicks, mails, visits etc. generated for the customer ? Speakers:
Miguel Pinto, Director of Strategy, Paginas Amarelas, Portugal
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| 12:45 - 14:00: |
LUNCH
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| 14:00 - 14:30: |
The new era of marketing management
with focus on ROI and effectiveness. What are the most important factors for decision makers and
marketing professionals in the future? How are Yellow Page publishers responding to these challenges? Speakers:
Jukka-Pekka Vuori, CMO, Fonecta, Finland
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| 14:30 - 15:15: |
Sales – Selling leads
How does a Yellow Pages publisher best position his sales argument to sell leads from all media ? How does he train his sales people to sell leads? What exactly does the salesman offer to the advertiser ? Speakers:
Tim Pittevils, New Business Model Manager, Truvo, Belgium
Hans Kwa, Sales Director, De Telefoongids, Netherlands
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| 15:15 - 15:45: |
Lead Generation from mobile
Which options do mobile services offer the advertiser to generate leads ? Can Yellow Pages publishers expect to generate significant numbers of leads through mobile in the short term ? How can he” monetize” these leads? Speakers:
Carsten Gildum, Sales Director and Co-founder, Mobile People, Denmark
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| 15:45 - 16:15: |
COFFEE BREAK
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| 16:15 - 16:45: |
Click Packages
What are the early experiences of Yellow Pages publishers in offering Pay for Performance models ? Will SMEs be interested in buying leads in this way, now and in the future ? Speakers:
Karsten Marquardsen, Geschäftsführer, Heise, Germany
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| 16:45 - 17:30: |
Lead Generation from Search Engines
How do the Search Engines price a lead ? What can Yellow Pages publishers learn from the early Search Engine approach to selling leads ? Speakers:
Charles Dyer, Sr. Business Development Manager, MSN, Microsoft, USA
Kelly Allison, Strategic Content Partnerships EMEA, Google, UK
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| 17:30 - 17:40: |
Summary and Conclusions
Peter Buxton and Jesper Simonsen bring the Workshop to a close by summarizing the messages received during the day. In this final session they will highlight the conclusions that we can take away and adopt in our own markets. Speakers:
Peter Buxton, Partner, Buxton Independent Consulting, Germany
Jesper Simonsen, Partner, JS Consulting ApS, Denmark
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| 17:40 - 18:30: |
COCKTAIL GET-TOGETHER
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