A gorgeous setting on the Mediterranean, networking with the top players in the classified industry and a programme that covers the four main “recipes” for success… money, audience, technology and content can all be found at the ICMA “Classifieds: Recipes for Success” conference taking place 27-30 April.

The conference will run for a full 3-and-a-half days, from the Wednesday Welcome Reception and dinner through three full days of sessions, networking and an excellent social programme. The draft programme is published below and will be updated as speakers are confirmed in the coming weeks.

Registration is open for Early Birds (EUR 549 for members or EUR 799 for non-members) until 16 March when the Standard rate (EUR 699/EUR 999) will apply.

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Wednesday 27 April

14.00 – 17.00
Highlights of Nice Group Tour
17.00 – 19.30
19.30 – 22.00
Welcome Reception and Dinner


Thursday 28 April 9:00-18:00


Chairperson’s Welcome and Opening

Keynote Address

We have the pleasure of welcoming Eric Reiss, one of the most influential figures on the European information architecture/usability/user experience scene and the CEO of Copenhagen-based FatDUX, which designs interactive experiences. Eric will help to align your digital strategy by discussing the value of creating brand and making your site more efficient to ensure you are effectively communicating your main goal in bringing buyers and sellers together.

Speaker: Eric Reiss, Partner/ Content Strategist, FatDUX Group, Copenhagen, Denmark

Innovative Classifieds

What a better way to kick off the conference and get the creative juices flowing from the onset then with hearing about the innovation from the 2010 ICMA Classified Innovation Award Winner as well as getting a glimpse of the top contenders for the 2011 ICMA Classified Innovation Award, which will be awarded during the Friday night Awards Banquet.

Speakers: Rob Hage, Publisher, Farm Country Trader, Iowa, USA

Felix Erken, Managing Director, JunkMail Publishing, South Africa
Nicolay Merkt, Director C2C Market, Kalaydo, Germany
Godefroy Jordan, Deputy General Manager, Concept Multimedia, France
Benny Kerkhofs, Sales Manager, Concentra Classifieds, Belgium
Rob Anderson, Group Marketing Manager, Friday-Ad, UK


Making Money from “Free”
The “freemium” model is here to stay… The question is how do we tap into the additional revenue sources? Is it through more content, increasing the number of eyeballs or by adding some diversity to the offerings? This session will cover successfully applying key elements of the “freemium” model to grow profitability and the size of your classified businesses.

Speakers: Konstantin Kalabin, Consultant, Top Internet Projects Ltd, UK
Burak Ertas, CEO, Sahibinden.com, Turkey

Monetisation models

This session will cover the different ways to monetise new business models. Whether by improving the user’s search and navigation experience or by adding new revenue streams this session will provide a number of take-aways to be implemented upon return to the office.

Speaker: Mikal Rhode, Executive Vice President & co-founder, cXense AS, Norway

(separate sessions for Business Leaders, Sales Managers and ICT Managers)

The aim is to ‘get behind’ the numbers and really understand what business decisions and strategies can impact these key markers.

Participants will be asked to submit in advance some easily-established business metrics relating to the principal areas of their online business. These will be shared with the session attendees, and then discussed in small groups, so that participants can quiz the star performers on how they have achieved their results, and in turn share their best practices with the group.

This will take place in two sessions (90 minutes then 60 minutes) informal and relaxed forum alongside a parallel sales and ICT managers track.

A fantastic opportunity to ask all the questions you’ve always wanted to!

Participation in this session is included in the registration fee, please indicate when registering that you wish to participate so that Head Office can send you the short questionnaire to complete.

17.00 – 18.00
Solution Providers Hour
17.15 – 18.00
19.00 – 22.00
Niçoise Group Dinner


Friday 29 April

9.00 – 17.30
Session 1
“The Media Company of the Future”

Media is continuously affected by the changes in consumer and advertiser behaviour as it moves to online to grow its global user base. Although, as we have all experienced first –hand, in the online platform, profitable business models for one year can drastically change the following year. This Friday Keynote session will cover the specifics strategies to evolve and succeed as a Media Company of the Future.

Speaker: Denzil Rankine, CEO, AMR International, UK

Facebook – A Friend or Foe of a media company?

“Like” or “dislike” Facebook continues to gain momentum in users and in advertising, and especially for media companies. What does this mean for Classifieds? And how can we best manage our Facebook pages and presence. This session will include practical examples of different companies successfully using Facebook as well as full integration with their products.

Speakers: Jan Rezab, Co-Founder, Candytech, Czech Republic

Paid search best practice – How paid search can benefit the classified ad industry to gain market share and generate advertisers

This session will advise on PPC best practices which may help you deliver your desired Cost Per Acquisition (CPA) whether that’s in the form of a visitor to your site or an advertiser.

Speaker: Rob Pierre, Managing Director, Jellyfish, UK

Session 2

What’s new in mobile

What better device could you have to either place a classified ad, or search classifieds to find what you’re looking to buy. With the added value of GPS location features that can find what you’re looking for, direct you to it with a map and directions, and even let you call or e-mail the seller all from the same portable device– a successful mobile strategy is imperative. This session will provide the benefits of going mobile.

Speakers: Wim Houben, CEO, Exuvis, Belgium
Gavin Burnett, CEO, Gumiyo International, Australia

Business SaaS

From lead tracking to account creation, system workflow to external data synchronization, reporting and notification to merchant processing, virtually all facets of your business can be automated through SaaS. The idea being service providers reduce internal operating costs and help lower total cost of ownership for businesses.

Speaker: Dan Lee, CEO, Artirix, UK

Session 3&4

We will be offering 3 workshops which will run for 90 minutes and which will be repeated twice. These interactive sessions allow 20 – 25 participants to work closely with an expert facilitator to guide their discussions and answer questions as they share experiences and ideas.


Interested in learning how to use Google Analytics to understand how visitors behave on classified sites? This is the workshop to attend! Expect to learn about User Experience Design techniques which will inform you how to fix problems and give Users a great experience. All attendees will come away with a solid handle on how to make more money online by understanding and reaping the benefits of Google Analytics.

Facilitator: Nikki Rae, Managing Director, Future Insight Analytics, UK


Every classified website needs to do well on Google in this hands on workshop Kelvin Newman, from SiteVisibility will share the most common SEO mistakes made by classified sites and how to quickly and easily solve them plus dedicating some time to helping the audience solves their own unique challenges with Google & co.

Facilitator: Kelvin Newman, Creative Director, SiteVisibility, UK


“Groupon” is the taking the local marketplace by storm…although this is something classifieds have been doing for some time. How can we capitalize on this re-newed trend to benefit classifieds? Learn first-hand from a publishers successes in the coupon craze.

Facilitators: Koen Vandaele, Operations Director, Concentra Classifieds, Belgium
Benny Kerkhofs, Sales Manager, Concentra Classifieds, Belgium

Evening: 19.00 – 00.30 ICMA Innovations Awards Banquet


Saturday 30 April

9.00 – 16.30
Sessions 1-3
Running for a Cause

Stefan Batory, CEO of Sensi Soft, will be participating in an ultra-marathon, Marathon des Sables (Marathon of the Sands) 3 – 8 April 2011, which is considered the toughest foot race on Earth. This 6-day, 254 km (156 miles) will cross the Sahara desert – yes that means temperatures of 45°C(120°F), uneven rocky ground and sand dunes! Competitors will carry all their personal belongings and food for the full race in their backpack(s).

Stefan has dedicated his run to raise money for a local 7 yr old boy who was in a severe car accident. His parents cannot afford rehabilitation and Stefan is running to raise enough money to cover the rehabilitation so he can walk again. Join us Saturday morning to learn about his experience and the results of his fundraising. (Should you wish to donate money please contact Stefan directly at stefan.batory@eo.pl.)

Speaker: Stefan Batory, CEO, Sensi Soft, Poland

ICMA Member Meeting

Board of Director elections, 2010 audit and an update on 2011 projects. We encourage you to be an active member!

Business Leaders’ Forum

The Business Leaders’ Forum is designed specifically for senior executives to come together in an intimate closed meeting in order to share their opinions and ideas with their peers. The Nice “BLF” will take a look back over some of the main themes of the conference and provide an opportunity for us to debate the key issues affecting our businesses today.

Chair: Luticia Hill, General Manager, UsedEveryWhere.com, Canada

Sales Workshop – “Creating a Climate of Innovation”

Fostering innovation in organisations is particularly difficult when they are struggling to keep their heads above water. However, it is precisely at times like this that innovation is so important. In an increasingly competitive landscape, organisations, like their people, must learn to repeatedly reinvent themselves, and not be cast in stone!

Chair: Sally Winfield, Consultant, SW Consultancy Ltd, UK

Business Operations Forum

This dedicated session will focus on marketing and ICT. The “BOF” is an excellent opportunity for middle management to have one session dedicated to their specialty while also participating and learning more about the other departmental needs, which allows for smoother operations overall and in the process they will come away with new revenue generating or process improving ideas from around the world.

Co-Chairs: Tarja Soininen, Director Business Development, Sanoma Digital, Finland
Wim Houben, CEO, Exuvis, Belgium