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Class Action Ruling: Is Uber Over?

Edward M. Chen, U.S. District Court Judge for Northern California, may be remembered as a unicorn-killer after granting Uber drivers class-action standing to contest their compensation paid by the company for on-demand transportation services provided over the past six years.…

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BIA/Kelsey Vertical Reports: Turbulence Ahead in Financial Services

BIA/Kelsey has released its 2015 Insights into Local Advertising report for the Financial Vertical. The report provides BIA/Kelsey’s estimates of marketing and advertising spend in each of the major segments of the Financial Services industry.

One important takeaway is that financial services are undergoing rapid transformation due to automation, innovation in financial technology and changing consumer preferences that favor smaller more service-oriented banks.

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Scoping the On-Demand Home Services Market: Women In the Lead

TaskRabbit, HomeJoy, HomeAdvisor, Handy, ClubLocal,, Amazon Home Services and, most recently, Google, to name just a few, have entered the exploding home services market to provide in-home labor and professional workers fast access to their local market. According to a recent The New York Times article, the market is valued between $400 billion and $800 billion annually by the companies chasing this newly accessible revenue.

With that massive revenue target in mind, BIA/Kelsey is in the process of segmenting and understanding the keys to the home services, research we’ll be introducing at our upcoming NOW: The Rise of the Local On-Demand Economy Conference on June 12th in San Francisco. In this posting, we’ll discuss who the primary customer targets for these services may be. In upcoming installments, we’ll look at when potential buyers will be most ready to pay for work that has traditionally been “free.”

Of course, in economics, nothing is free, but many factors are often very poorly measured or simply ignored when talking about the value of labor in the home. With the arrival of logistics systems that aggregate supplies of labor for the home, many new costs and expenses can be included in the economic decision-making of the household. That expansion of measured labor will certainly change the perception of the work that homemakers and home repair enthusiasts have previously treated as “free labor.”

Building a paradise or hell?

Logistics and information technology has dramatically improved productivity in large enterprises. They can transform local services, too, if entrepreneurs take the time to assess their customer’s needs and ability to pay in relation to the value of work that traditionally has been treated as contributions to the family.

What’s the real opportunity, to provide services to wealthy homes or to make home services affordable for many more people than today? Home services are often dismissed as a San Francisco-bred phenomenon brewed from a mix of overpaid Millennials and under-employed local workers who will take the lowest possible wage, because they have no other options. In reality, the emerging home services market is the product of enhanced coordination and logistics made possible by technology.

The arrival of data-driven coordination and management could result in an inhumane system of exploitation in which workers fight for scraps or it can lift more people into work that serves their neighbors, their own goals and those the community values. Only the latter approach can result in a robust local economy.

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At BIA/Kelsey NATIONAL: Sightly, PowerChord and G/O Digital Grab GOLOCAL Awards


BIA/Kelsey announced the winners of the 2015 GOLOCAL Awards on Friday morning, the closing day of BIA/Kelsey NATIONAL. The awards recognize successful local marketing initiatives deployed by national brands. Sightly, PowerChord and G/O Digital captured the wins with their respective projects:

“Congratulations to our GOLOCAL winners, who have demonstrated strategic, innovative and results-driven approaches to national-local marketing,” said MacKenzie Lovings, VP of marketing, BIA/Kelsey. “The campaigns showcase how to make national spending on local marketing efficient and targeted. We learned so much from all the companies who entered and shared their case studies. We also thank our esteemed panel of judges for their time and expertise.”

The criteria judges applied in making the selections were the ability to make national spending on local more efficient and targeted, campaigns that drove  national-local messages with innovative technologies and services, and projects that delivered national-local sales success for the client.

G/O Digital Lead Generation and Social Audience Engagement. Welding and HVAC repair students were recruited for StrataTech, a trade learning company in G/O Digital’s campaign. “The key goal in social is making the connection,” said Marty McDonald, director of strategic accounts at G/O, a Gannett Company. “We immersed ourselves in their business and understanding what that student looks like at each stage of the process.”

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At BIA/Kelsey NATIONAL: Dave Walker Obliterates the National-to-Local Myth

Chief Marketing Officers are in “an exclusive club that drinks a lot and makes bad decisions,” Dave Walker, Chairman, BizHive, told BIA/Kelsey NATIONAL.

His tongue-in-cheek opening statement set the stage for a rapid-fire dissection of the disconnect that afflicts the national/local conversation. An accomplished marketer who has led go-to-market strategies for Walmart, Microsoft, Toys R Us, and Home Depot, among others, he recently launched BizHive, an SMB advertising and marketing services marketplace.

Walker kicked off his session explaining the results of the CMO Council’s survey of CMO satisfaction with their local marketing:

* Only eight percent of CMOs reported being satisfied with their current local marketing.
* This despite the fact that 57 percent of national brand marketers say local is critical to success.
* 63 percent had “nothing in place for their local measurements.”
* Only seven percent of CMOs say they currently have a successful local marketing program in place.

Walker suggested that today’s CMO lives by The Three C’s: Capture, Captivate, Convert, which are intimately linked to their compensation, but can interfere with addressing the customer on their terms. A sea change in thinking is necessary for a transformation of local marketing, which currently lives on a leash held by national marketers who discount the importance of individual preferences.

A language barrier

“We are seeing that there are so many ways to describe “local” that this is part of the problem,” Walker said. “Everyone has a different definition. So, who is defining ‘local?’ Is it a service, a technology, a map?” In 1980, when he started his CMO career, Walker said, CMOs defined local with lines on maps.

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