YP Connects with Local Business Owners (and Pokémon), One City at a Time

local, local business, small business, small business owner, SMB, YP Local Breakthrough Summit, Los Angeles, radio, digital marketing, Allison Checchi, CMO, Chief Marketing Officer
Jul
14
2016
Posted by: Barrie Rosen – Director, B2B Communications

If you’ve been following our blog, you already know that our passion is helping local businesses thrive and grow. It’s a job we’ve been doing for more than 100 years, with a proven recipe made of equal parts expert knowledge about local search and digital marketing and a time-honored dedication to educating local business owners.

This week we were busy engaging with local businesses owners in-person and on-air. We had a packed house at Los Angeles’ historic El Rey Theater on Wednesday – including GeoDude from Pokémon Go, who “appeared” in the audience! – for the first West Coast stop on YP’s Local Breakthrough Summit tour. Our Chief Marketing Officer, Allison Checchi, keynoted the event after completing a marathon radio tour on Tuesday, sharing YP’s brand transformation story with millions of listeners in New York, Philadelphia, Detroit, and Dallas (among other top markets).

At the Local Breakthrough Summit, a hot topic was mobile’s expansive reach and its impact on marketing today. Guest presenter, John Chinello of Verve, shared an interesting stat: the average person spends 4.7 hours per day on mobile devices (the equivalent of checking your smartphone every six minutes!) and about 90% of that time is spent inside mobile apps. So it’s not surprising why we’re seeing a shift in mobile display advertising from mobile browsers to apps. But optimizing your marketing efforts isn’t about pinpointing one trend and putting all your eggs in that basket. “You’re not hearing ‘here is the one thing you should do,’” said Chinello, “but rather, ‘here are the collective things you need to do.’”

Allison Checchi rallied attendees with a strong call to action: “Take control of your story – your’s and your brand’s –  and take advantage of the experts you’ve heard from today to create a cohesive plan.” This came after she spent all of Tuesday speaking in live and recorded interviews with more than 20 radio stations nationwide. The goal: to share YP’s transformation story, from a print directory household name to a recognized leader in digital marketing products and services for small- and medium-sized businesses (SMBs). “We’re in the business of helping local businesses grow,” Checchi said in one interview. “We continue to evolve and adapt to the marketplace. Our mission hasn’t changed. How we do it has.”

If you haven’t been able to attend a YP Local Breakthrough Summit, you still have one more chance when head up north to the Bay Area on July 27. Register today and be sure to check our events calendar for other opportunities to learn, connect, and have fun with YP’s local experts.

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