Small Business Commando News

Salt Lake Tribune - Directories turn a new page:

Here’s an interesting story (translation: slow news day) about a plumber in Salt Lake City who decided to advertise his business in a directory targeted at Gays and Lesbians.

(insert tasteless plumber’s crack joke here)

The point the story makes is two fold.

1.  There are WAY too many general purpose yellow page directories out there for a consumer or advertiser to consider

2.  Targeted advertising that appeals to a niche group can be highly effective.

The point is that targeted niche directories have value.  I wouldn’t want to gamble my entire advertising budget there, but I’d trade $800 for the profit on an $8000 sale all day long.

Local.com - Press Center - Press Releases - Yellow Pages - Search Engine - Business Directory:

Local.com, one of the pioneers in the local internet recently moved their content and ad platform to mobil devices.

Why is this important you ask?

Well, mobile devices are inherently local in their utility.

It’s not like you’re going to be researching on Wikipedia on your cell phone.

However, you will use that phone for directions, directory assistance and all sorts of shopping type services.

By migrating to the mobile devices, Local.com joins (and probably leaps ahead of) several directory publishers.

It’s very early in the local / mobile marketplace, and it will be a while before any one company is dominant.

Relationships wih carriers will be important to have prominent placement on the handset deck.

That’s going to take money, and money comes from advertisers.

Here’s the press release . . .

Local.com Introduces Local Mobile™ Local.com search functionality now available on mobile phones and devices IRVINE, CA, May 23, 2007 —

Local.com Corporation (NASDAQ: LOCM), a leading local search engine, today announced the launch of Local Mobile™, the company’s new mobile service that allows users to access Local.com’s search engine from mobile phones and devices.

Local Mobile is a mobile-centric, ad-supported site that provides users with a quick and easy way to perform relevant local searches by entering a keyword and location from their wireless phone or device. Local.com has partnered with Trilibis Mobile, a leading provider of mobile community applications and enabling technologies, to develop and deploy Local.com’s mobile service.

Local Mobile enables users to:
• Quickly access search results based on a simple “what” and “where” search
• Access business profile pages, complete with mapping
• Access driving directions
• Send listings to mobile phone or device via SMS
• Access click-to-call functionality
• Sort results by relevance, distance or name

“We recognize that our users want access to Local.com wherever they are, and Local Mobile represents an extension of our leading local search technology for consumers on-the-go,” said Bruce Crair, Local.com president and COO. “According to a recent report by iCrossing, an estimated 37 million Americans conduct mobile searches on a weekly basis, with maps/directions, and local information being in the top three searches. As a leader in local search, it was a natural fit for us to extend our reach into the mobile market.”

Local Mobile is available on any mobile phone or device with mobile web browsing capabilities.

“Local.com is truly a leader in the local search industry. They have set the standard for providing highly relevant local search results,” said Alex Panelli, Trilibis Mobile CEO. “With 75 percent of mobile searchers refusing to go beyond the second page, returning relevant search results is essential. We are pleased to be working with Local.com on this exciting new venture.”

To use Local Mobile, go to: http://mobile.local.com from the Internet browser on your mobile phone or device.

About Local.com

Local.com (NASDAQ: LOCM) is a Top 100 website attracting approximately 10 million visitors each month seeking information on local businesses, products, services, people and jobs. Powered by the company’s patent-pending Keyword DNA® and local web indexing technologies, Local.com provides users with targeted, relevant local search results, including special offers from local businesses, user reviews, local businesses’ website links, maps, driving directions and more. Businesses can advertise on Local.com with subscription, pay-per-click, banner and pay-per-call ad products. For more information visit: www.local.com.

About Trilibis Mobile

Founded in 2002, Trilibis Mobile is a leading provider of mobile community applications and enabling technologies. Trilibis patent-pending mobile publishing solution, SmartPath™, enables content providers, online communities, direct marketers and other mobile service companies to create, deploy, update and manage highly-customizable, cross-platform applications and mobile Internet (WAP) sites compatible with all major carrier networks and hundreds of mobile handset devices.

The Praized Blog » Blog Archive » Bill Gates: Print Yellow Pages Will be Dead in Five Years:

Sebastien over at the Praized blog wrote today about Bill Gate’s comments on the 5 year death rattle of the print yellow pages.

It’s not the first time Gates has taken on the YP industry (can anyone say “Sidewalk?”), but clearly the winds of change are blowing.

What Microsoft fails to recognize is that local advertisers are a tough bunch, and having a better mousetrap (phone trap?) is not the answer to success.

The companies who provide a comprehensive solution for delivering leads to the local advertiser will be in the driver’s seat.

Hey, I still use wooden #2 pencils when better technology (ball point pens, computers, etc.) are available.

It reminds me of 1988 when I was managing a small department store in Loogootee, Indiana. Wal-Mart put three massive stores within a 35 mile radius.

Despite our 109 year history, we closed the store.

Wal-Mart simply diverted enough revenue that it was no longer profitable to operate.

Publishers will need to employ their sales teams to provide multiple products to remain relevant to the advertiser.

Microsoft will need to learn local sales.

SEM for SMBs: A Critical Layer For Local:

A detailed post by Greg Sterling at Search Engine Land looks at various local search marekting firms and their various approaches to reaching the local business advertiser.

In short there are three approaches:

1. Come and get it. (it’s making billions for Google)

2. Knock - Knock (feet on the street)

3. One Ring-a-dingy, two ring-a-dingy (tele-sales)

4. You want fries with that? (leveraging traditional sales forces to sell internet)

Hey, there’s no one perfect answer. It’s hard work reaching local advertisers and selling them online advertising.

There’s just one catch.

Consumers use the Internet for everything including local business search.

So if that’s where the audience is, that’s where the advertisers will be.

It’s not a matter of if local internet advertising will be the dominant medium for business. It’s only a question of who will do it and how quickly.

Microsoft-Yahoo: Which Products Would Win:

Here’s a detailed analysis of the rumored Microsoft - Yahoo merger.

Having lived through sevreal “mergers” myself, I will guarantee that if this occurs, it will be an acquitision, not a merger.

Most of the Yahoo folks would get pushed aside, but a few would probably rise to the top.

As this article points out, there is a large amount of overlap in both company’s online products.

Yahoo is much better at SELLING advertising, and that has real enterprise value.

Google has kicked everyone’s butt with their ability to get people to come BUY advertising, and that will be very hard to unseat.

Form personal experience, I have been pleasantly blown away by Microsoft’s Live Local team’s responsiveness and eagerness to provide outstanding service.

I think the people in Yahoo would like to provide outstanding service, but there are many existing agreements (such as with AT&T) that make it difficult for Yahoo’s team to respond as nimbly.

Google may deservedly be everyone’s darling, but Yahoo and Microsoft are two phenominally powerful media and technology companies that could use a boost of vision.

Call Genie received $20 million investment from Goldman, Sachs & Co.

Call Genie is a behind-the-scenes technology provider who powers many of the up and coming free directory assistance companies.

I’ve continued to be impressed with Call Genie’s technology. They seem to understand how dense and impatient the average consumer (especially me) is regarding voice response.

The challenge, of course is to SELL advertising to companies and make these services viable. That’s not call Genie’s game. They give publishers te tools, the publishers have to make the sales.

Consumers seem to love saving a buck or two on directory assistance, and will tolerate a small amount of advertising. They’ll tolerate even more if the advertising is targeted and beneficial.