Locals Love Us Overview

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  1. 1. LLU Overview
  2. 2. Origins
  3. 3. 2004: The Local Best begins
  4. 4. 2011: Local Love Us expansion 2011: Shreveport, LA; Tyler, TX; Longview, TX 2013: Lafayette, LA; Waco, TX 2014: Locals Love Franchising; Quad Cities, IA-IL
  5. 5. LLU Today
  6. 6. Current Locations
  7. 7. The LLU team Nathan Schock, President & CEO 15+ years marketing and communications experience; agency and corporate experience; PR and social media expertise Chris Thames, IT Manager Almost 15 years of IT Management, last three years with Locals Love Us. Mark Elliott, VP of Franchise Development 20+ years of franchise development, marketing and advertising. Developed & grew Hot Stuff Pizza to more than 1,500 locations. Jennifer Rogers, Lead Designer Four years of Graphic Design experience with Locals Love Us and similar directories.
  8. 8. LLU Program
  9. 9. The Locals Love Us Process
  10. 10. Annual Calendar
  11. 11. It Starts with Local Voting
  12. 12. Award winners get the Heart
  13. 13. Consumers get a Free Directory
  14. 14. Businesses get Trusted Advertising Services businesses that go into peoples homes need trust. People dont want anyone in their home that they dont fully trust. And Locals Love Us is just like having a neighbor say trust this company. - Coy Dodd, Coy Dodd Air Conditioning, Tyler, TX
  15. 15. Business & Consumer Trust For Locals Love Us to be successful, our directory has to be trusted by and work for local consumers, who want a source of information they can trust, and local businesses, who want a better way to reach local consumers with trusted information We call it
  16. 16. Trust-Based Advertising
  17. 17. Then
  18. 18. Now
  19. 19. Typical Response
  20. 20. Typical Response
  21. 21. Typical Response
  22. 22. Typical Response
  23. 23. Extreme Response
  24. 24. Who we trust
  25. 25. Who we trust
  26. 26. Who we trust
  27. 27. We also trust the Crowd
  28. 28. What do we trust the most Source: Nielsen Global Trust in Advertising Survey 9/13
  29. 29. Trust over time 78% 92% 84% 61% 70% 68% 54% 42% 57% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2007 2012 2013 Recommendations from people I know Consumer Opinions posted online Magazine Radio TV Newspaper Source: Nielsen Global Trust in Advertising Survey 3Q 2011
  30. 30. Edelman: Who do we trust? 2015 Edelman Trust Barometer 32% 34% 40% 45% 46% 52% 53% 60% 70% 72% Brands I dont use Celebrities Elected officials A well-known online personality A company CEO Employees of a company A journalist Companies I use An academic expert My friends and familyTRUSTED NEUTRAL DISTRUSTED
  31. 31. Forrester: Who do we trust? Forrester: How To Build Your Brand With Branded Content
  32. 32. Does Trust lead to sales?
  33. 33. Yelp.com Restaurants: one-star increase = 9% revenue increase No increase for chain restaurants Chain revenue share declines as Yelp penetration increases Bigger impact expected in industries with less info Advertising Impact $8,000 annual revenue for Yelp.com claimed page $23,000 annual revenue for Yelp.com advertisers Sources: Reviews, Reputation, and Revenue: The Case of Yelp.com & Unlocking the Digital-Marketing Potential of Small Businesses
  34. 34. Trust-Based Advertising Competitors
  35. 35. Some Obvious Names
  36. 36. Yelp & Yahoo!
  37. 37. Groupon Pages
  38. 38. RelyLocal
  39. 39. HomeAdvisor
  40. 40. Thumbtack
  41. 41. Service Alley (R.I.P.)
  42. 42. Amazon Services
  43. 43. eLocal
  44. 44. Porch.com
  45. 45. Google Local
  46. 46. Lots of Locals
  47. 47. Lots of Locals
  48. 48. The LLU Advantage
  49. 49. Our competition Local sales agents 12-month focus/effort Positive-only content Viral brand strategy Online & Off Broad category data
  50. 50. Hear from our customers
  51. 51. Q&A Intro to LLU