Locals Love Us Overview
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The Locals Love Us (LLU) directory began in 2004 and has since expanded to multiple locations across several states. It provides an annual local business and consumer directory where businesses are voted by locals to receive the "Heart" award for trusted advertising. Consumers also receive a free printed directory. LLU aims to build trust between local consumers and businesses through its vetting and awards process. It sees trust-based advertising as key to its success. The leadership team has extensive experience in marketing, IT, franchise development and design.
Locals Love Us Overview
- 1. LLU Overview
- 2. Origins
- 3. 2004: The Local Best begins
- 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. LLU Today
- 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. LLU Program
- 9. The Locals Love Us Process
- 10. Annual Calendar
- 11. It Starts with Local Voting
- 12. Award winners get the Heart
- 13. Consumers get a Free Directory
- 14. 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
- 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…
- 17. Then
- 18. Now
- 19. Typical Response
- 20. Typical Response
- 21. Typical Response
- 22. Typical Response
- 23. Extreme Response
- 24. Who we trust
- 25. Who we trust
- 26. Who we trust
- 27. We also trust the Crowd
- 28. What do we trust the most Source: Nielsen Global Trust in Advertising Survey – 9/13
- 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. Edelman: Who do we trust? 2015 Edelman Trust Barometer 32% 34% 40% 45% 46% 52% 53% 60% 70% 72% 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 familyTRUSTED NEUTRAL DISTRUSTED
- 31. Forrester: Who do we trust? Forrester: How To Build Your Brand With Branded Content
- 32. Does Trust lead to sales?
- 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
- 36. Yelp & Yahoo!
- 37. Groupon Pages
- 38. RelyLocal
- 39. HomeAdvisor
- 40. Thumbtack
- 42. Amazon Services
- 43. eLocal
- 44. Porch.com
- 45. Google Local
- 46. Lots of Locals
- 47. Lots of Locals
- 49. Our competition Local sales agents 12-month focus/effort Positive-only content Viral brand strategy Online & Off Broad category data
- 50. Hear from our customers
- 51. Q&A Intro to LLU