Archive for November, 2009

Local Local Local Portland Online Ad Spend Will Gain Share through 2012

November 16th, 2009

In case you are wondering if indeed this is the right time to strategically move some of your advertising dollars to the web, check this out…

Over the next five years, Piper Jaffray predicts a compound annual growth rate (CAGR) of 9% for local online ad dollars, compared with 4% for national Internet spending.

Borrell Associates, on the other hand, forecasts only a 2.9% CAGR for local online ad spending over the next five years. Borrell puts spending at $16.4 billion in 2013, compared with $19.18 billion for Piper Jaffray.

Piper Jaffray indicates in its report that small businesses will begin to catch up with consumers online, bringing significant growth to the local online sector and moving local dollars from offline to the Web.

We are here not only recognizing that trend, but believe now is the time to beat your competition who will jump on the bandwagon and stand out in local online search. Vancouver and Portland consumers are looking for reliable sources online they can do business with, and we want you to not only be found, but be recognized as the local expert in your field.

US Local and National Online Advertising Spending, 2008-2013 (billions)

Business growth tied to value awareness.

November 11th, 2009

Last night and last week I have had three more opportunities to present LocaSource in business networking meetings like CEO Space and NWSBN in Beaverton and Vancouver. My presentation style on new endeavors is fairly open, and with the help of my collaborators in the room I have been learning new ways to bring people to an ah-ha moment on what LocaSource can do for them. The business model was designed to meet a need, not to generate it’s own glory, and so my goal right now is simply to help unpublished experts understand the value of the LocaSource platform. Once we have 20-30 experts contributing regularly, that value will be self-evident.

So, in a refined list, here are the benefits LocaSource can bring to you as a qualified local Portland area expert:

  1. A place to express your expertise where more people can discover it.
    As a local business owner you already share your industry wisdom each and every day in one on one conversations. You debunk myths. You provide insight. You expose competitors. You add value to your clients. Then the next day comes and you do it all over again, repeating much of the same information in call and emails. Imagine if just 20% of YOUR wisdom got published. A multiplier effect would be created, as more people than you could ever reach one-on-one searching for answers would discover your writing, reward you with trust, and give you business.
  2. A platform that elevates your status as a local expert.
    Blogging on your own means you have something you believe is worth saying. Contributing as an author on a journalistic platform that recognizes you as a category expert means there are others that vouch for your expertise. At LocaSource, we don’t just take on anybody who wants to promote their business and call themselves an expert. We have already vetted out many interested parties who are looking to promote themselves.
  3. A platform that is defined by the same Portland market area you are trying to reach
    The efforts of the staff at LocaSource are devoted to the local market. The local Portland and Vancouver economy is what we support, and our readers are quickly made to know that. When they see your articles published on LocaSource, they know you also have a local focus.
  4. A platform built to first help you stand out on online search results.
    Goodbye Yellow Pages… 80% of all buying starts online with search, and 60% of that search takes place on Google. LocaSource exists to make you stand out on the first page of Google for local searches. Not only to show up there, but to also stand out on the page as not just another business card, but with a headline title that creates trust and fosters curiosity. People are looking online for answers. They are looking to learn. They are researching their buying decision and deciding who to trust.
  5. A journalism platform that lets you control the message.
    Welcome to the personal media revolution. You don’t have to sit back and wait to see what the local paper is going to write about you. They are losing readers to the internet every day. You are now your own press agent and frankly, what little journalism there is left only has time to lift copy from your blog instead of researching the story. This strategy of creating your own media has worked for Barack Obama and many celebrities in Hollywood. It can work for you, and we’ll show you how.

I believe the ah-ha moment is getting much easier to impart, and I hope you agree. If I left anything out, or you think I am missing something, please let me know.

Learning to see Siding as part of Northwest Art and Architecture

November 5th, 2009

Every once in a while, as we are building out LocaSource as THE direct journalism platform for local business experts in Portland and Vancouver, we will highlight select experts from here on the home page.

This month our local siding expert has greatly impressed me. Every time I talk to him, some element of his passion for excellence comes to the surface around the subject of his business. Not the ups and downs of business itself, but more specifically the concern he has for quality in what he sees in homes around Clark County and Portland. He explains to me that siding selection, style and quality determines the vast majority of the visual appeal of each home here in the area. Siding takes up 90% of the side surface of a house, and with the northwest’s cultural preference for natural colors and textures(that matches our unmatchably amazing natural environment), siding itself becomes the key decision in making a house fit the environment. I gained a real appreciation for this in talking with him, and realized that beyond the idea of good and bad siding choices, lies the broader concept of what is and isn’t Northwest architecture. I have learned to look more closely at the character of the homes here where I live in Vancouver, and realized that siding really does help identify and brand our community.

beautiful siding on northwest home. See more siding pics.

beautiful siding on northwest home. See more siding pics.

It took a while to convince him that the passion he shares with me one and one also needs to be shared in writing, but he finally took me up on it and became a regular contributor here on LocaSource. If you are looking to learn more about what makes siding so cool, or more practically what kind of maintenance is needed for your home, or how to improve and preserve your home’s value, make sure to read his siding expert column or visit his Portland area siding business website. He has some decent pricing breaks for the holidays as well.