Telephone Directory

Date & Time

Starts:  Thursday, January 21, 2010 at 9:30am
Ends:  Thursday, January 21, 2010 at 2:30pm

Location

Allstate Insurance Company
2775 Sanders Road
South Plaza Building G 6th Floor Conference Center
Northbrook, IL 60062

Meeting Notes

ANA TELEPHONE DIRECTORY
COMMITTEE MEETING,
January 21, 2010
@ Allstate Insurance Company
2775 Sanders Road, G Conference Center
Northbrook, IL 60062

MEETING NOTES

I. STATE FARM CASE STUDY - SEARCH MARKETING AND INTERNET YELLOW PAGES
State Farm Mutual Automobile Insurance Co. is a very active player in search marketing and internet yellow pages.  Jeanne Kashner, Advertising Analyst at State Farm and member of the ANA Telephone Directory Committee, shared State Farm's best practices and a case study on what State Farm is doing and learning about within in search marketing/IYP.
Speaker: Jeanne Kashner, Advertising Analyst - State Farm Mutual Automobile Insurance Co.

II. MEMBER BENCHMARKING SESSION - WHAT ARE ADVERTISER'S PERCEIVED VALUES OF YELLOW PAGES?
ANA benchmarking sessions provide peer-to-peer forums for marketers to learn from one another.  The industry is evolving from using the printed Yellow Pages to increased usage of online and search media.  In this session we asked members to share their thoughts on advertiser's perceived value of  the Yellow Pages, how they think the industry will change in the next five years, current blogging activity on the Yellow Pages, and brainstormed ways we can work with the publishing industry as online and search become even more prevalent.
Facilitators: 
Janice Lucente, Integrated Marketing Communications - Allstate Insurance Company
Marni Gordon, Director, Marketing and Media Committees - ANA

III. THE FUTURE OF THE ANA TELEPHONE DIRECTORY COMMITTEE
As the industry has changed in the last few years, we discussed the direction we would like this committee to take in the future (including a possible name change).  We also discussed feedback from committee members about what burning issues you feel we as a committee should address and take an industry leadership role. 
Facilitators: 
Janice Lucente, Integrated Marketing Communications - Allstate Insurance Company
Marni Gordon, Director, Marketing and Media Committees - ANA

IV. OTHER DISCUSSION
We discussed the top burning issues that the ANA Telephone Directory Committee feels we should address and take an industry leadership role on together with the 4A's which are:
• Opt-out and Directory Distribution
• Burke and ISS Study Methodology Change
• Local Channel Solicitation - Rate Parity
• Issues with IYP 
        • Video upload issues/restrictions 
        • Free Listings 
        • Site performance (consumer experience)

Other important issues raised during the meeting were:
• Cell phone numbers in directory - this is considered a paid listing and many consumers do not have landlines
• Relationship between CLEC and Utility
• Discount structure - decreasing over 3 years
• False Y.P. Invoices
• Caller ID Accuracy - lists not updated

V. TOPICS FOR NEXT COMMITTEE MEETING
Our next ANA Telephone Directory Committee meeting will be held at the YPA Conference in Las Vegas on Monday, April 19^th from 1:00-4:00 PM PST.  Meeting topics are:
• Search 101 presented by Janice Lucente, Marketing Manager - Allstate and ANA Telephone Directory Committee Chair
• Member benchmarking discussion on industry issues
• Meeting with the 4A's to discuss taking an industry leadership role on top issues identified at our last meeting on January 21^st @ Allstate.

Marketers in Attendance (4)
Janice Lucente, Allstate Insurance Company (Committee chair)
Joe Carcagno, Edward D. Jones & Co., L.P.
Jeanne Kashner, State Farm Mutual Automobile Insurance Co.
Amanda Tillman, American Family Insurance

Marketers via teleconference (1)
Elnora Palms, U-Haul

ANA Staff
Marni Gordon (mgordon@ana.net / 212 455-8048)