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Bringing Consumers to Aurora Businesses
Mark KolbGlobal .TEL Technology Expert
Knowledge Probe Inc
Do you Know the Facts?• How many small businesses DO NOT have a website• How important is mobile for business• What do mobile visitors want from a business website• How many Aurora websites are not mobile-friendly• Why SMB websites haven’t gone mobile• What new technology can help with business awareness
?
Overview1. Opportunity for the Town of Aurora2. Technology3. Awareness Concepts4. Benefits5. Recommendation6. Next Steps
Opportunity for Aurora• Help our businesses reach more local consumers• Build more awareness of local business offerings• Engage growing numbers of mobile-savvy residents• Encourage all businesses to become mobile-friendly• Increase business retention especially in the core
Ideally ….• Create Canada’s first .TEL-centric, mobile community• Create a real-time, on-line directory of all businesses• Save Town of Aurora advertising costs (TBA)
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New .TEL Technology• W-W-W-W-W+How• R/T Ad-like Page• Mobile-Friendly• Key Contact Info• Products & Services• Business Info• Interactive Coupon• Hours of Operation• Social Media Links• Image Gallery• Video• Map• PDF (Menu etc)• Desktop B/G image
Why .TEL?• A .TEL site is a one-page ad for any business• Simple who-what-when-where-why-how for visitors• Built-in interactive voucher for deals & offers• Real-time marketing• Easy to use by business owner (not IT expert)• No hosting or programming• Low cost $36/year• Instantly mobile-friendly • Technical and visual consistency • Makes it ideal for games
Awareness Concept• All about games for generating awareness & exposure• Play – Explore - Learn• Game play will bring consumers to business websites• Different from traditional advertising• Consumers remember business offerings• Sponsored prizes attract consumers• Continuous daily play, prizes determined Sundays• All business websites rotated and viewed randomly• Deals & offers always visible – this is a key aspect
www.DiscoverAurora.ca• Multiple daily games• Weekly engagement• Constant exposure• Mobile-friendly• Tweets• Portal
Stats
Based on …5 images and 4 trivia per businessOne sponsored prize per business5 day game cycle
# Biz
# Images # Trivia Questions
# PrizesPer week
AnnualDuration
30 150 120 3 10 weeks
60 300 240 4 15 weeks
90 450 360 3 30 weeks
156 780 524 3 1 year
260 1300 1040 5 (one/ wk day) 1 year
365 1825 1460 7 (one/day) 1 year
Promotion & Costs• Minimum cost to town (use existing Banner promotion)• Twitter, monthly Snap event coverage, town sites• Aurora chamber promotion
• Attract initial businesses to participate with• First 30 x $1 coupons, first-come, first-served• Rest are $23 per business• $36/year afterwards per business
• Cost to run TBD but borne by participants
Benefits• Improved awareness of local businesses by residents• Businesses get increased sales• Increased social media presence for businesses• Potential for local job creation• Adjunct to on-line searching (increased exposure)• Free listings in regional and vertical directories• TelNames sites are endpoints for advertising
Measure Success• Increased sales• Compare same time period 2012 to 2013• Business growth with new mobile consumers• Built-in Google Analytics traffic metrics
Recommendation• Use TelNames .TEL domains • Use games to attract consumers• Promote participation• Get minimum of 30 businesses, more would be better• Each contributes one prize of value $25 or more• 10-week proof of concept with three prizes per week• Aurora 150 themed game later ?
SummaryWith opportunity, concept and benefits identified, are you ready to capitalize on …
• Making more consumers aware of local business?• Giving Aurora businesses a better way to expose their
products and services to local consumers?• Identifying Aurora as Canada’s first mobile town?
Next Steps• Q & A• Review TelNames websites• Review DiscoverAurora.ca website• Complete games• Local promotion• Canada Day & July POC target• Review of results
