Post on 08-Aug-2015
LLU Overview
Origins
2004: The Local Best begins
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
LLU Today
Current Locations
The LLU team
Nathan Schock, President & CEO15+ years marketing and communications experience; agency and corporate experience; PR and social media expertise
Chris Thames, IT ManagerAlmost 15 years of IT Management, last three years with Locals Love Us.
Mark Elliott, VP of Franchise Development20+ years of franchise development, marketing and advertising. Developed & grew Hot Stuff Pizza to more than 1,500 locations.
Jennifer Rogers, Lead DesignerFour years of Graphic Design experience with Locals Love Us and similar directories.
LLU Program
The Locals Love Us Process
Annual Calendar
It Starts with Local Voting
Award winners get the Heart
Consumers get a Free Directory
Businesses get Trusted Advertising
“Services businesses that go into people’s homes need trust. People don’t want anyone in their home that they don’t fully trust. And Locals Love Us is just like having a neighbor say ‘trust this company.’”
- Coy Dodd, Coy Dodd Air Conditioning, Tyler, TX
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…
Trust-Based Advertising™
Then
Now
Typical Response
Typical Response
Typical Response
Typical Response
Extreme Response
Who we trust
Who we trust
Who we trust
We also trust the Crowd
What do we trust the most
Source: Nielsen Global Trust in Advertising Survey – 9/13
Trust over time
2007 2012 20130%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
78%
92%84%
61%70% 68%
54%
42%
57%
Recommendations from people I knowConsumer Opinions posted onlineMagazineRadioTVNewspaper
Source: Nielsen Global Trust in Advertising Survey 3Q 2011
Edelman: Who do we trust?
2015 Edelman Trust Barometer
Brands I don’t 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 family
32%
34%
40%
45%
46%
52%
53%
60%
70%
72%TRUSTED
NEUTRAL
DISTRUSTED
Forrester: Who do we trust?
Forrester: How To Build Your Brand With Branded Content
Does Trust lead to sales?
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
Trust-Based Advertising™Competitors
Some Obvious Names
Yelp & Yahoo!
Groupon Pages
HomeAdvisor
Thumbtack
Service Alley (R.I.P.)
Amazon Services
eLocal
Porch.com
Google Local
Lots of Locals
Lots of Locals
The LLU Advantage
Our competition
Local sales agents
12-month focus/effort
Positive-only content
Viral brand strategy
Online & Off
Broad category data
Q&AIntro to LLU