locals love us overview
TRANSCRIPT
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LLU Overview
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Origins
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2004: The Local Best begins
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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
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LLU Today
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Current Locations
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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.
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LLU Program
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The Locals Love Us Process
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Annual Calendar
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It Starts with Local Voting
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Award winners get the Heart
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Consumers get a Free Directory
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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
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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…
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Trust-Based Advertising™
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Then
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Now
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Typical Response
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Typical Response
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Typical Response
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Typical Response
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Extreme Response
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Who we trust
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Who we trust
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Who we trust
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We also trust the Crowd
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What do we trust the most
Source: Nielsen Global Trust in Advertising Survey – 9/13
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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
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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
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Forrester: Who do we trust?
Forrester: How To Build Your Brand With Branded Content
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Does Trust lead to sales?
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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
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Trust-Based Advertising™Competitors
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Some Obvious Names
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Yelp & Yahoo!
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Groupon Pages
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HomeAdvisor
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Thumbtack
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Service Alley (R.I.P.)
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Amazon Services
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eLocal
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Porch.com
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Google Local
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Lots of Locals
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Lots of Locals
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The LLU Advantage
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Our competition
Local sales agents
12-month focus/effort
Positive-only content
Viral brand strategy
Online & Off
Broad category data
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Q&AIntro to LLU