Columbus digital media seminar august 2013

Grow Your Business!

Welcome to the Seminar August 7, 2013

Agenda…

• Changing Consumers Habits Create Opportunity

• Search & Shopping

• Social Media

• Peer Commenting, Ratings & Reviews

• Mobile

• Video

• Opportunities for Local Merchants

• 2013 Business Outlook

• New Customer Acquisition

• Customer Retention

Digital Media Strategies For Acquiring and Retaining Customers

1. Make sure you Get Found by Consumers Actively Searching Online for your products & Services on leading sites like Google.

2. Leverage Social Media Best Practices to Drive More Repeat and Referral Business from existing clients

3. Leverage Precise Targeting Capabilities to reach Consumers Most Likely to be interested in your Products & Services

Social is Digital Word of Mouth!

Who is Online? Everyone!

Every Demo well represented

Your Best Potential Customers

Higher Income, Better Educated

No Income, No education

Take your Pick!

Some of the Marketing tools we used to employ are no longer effective

National Opt Out Site for Consumers who don’t want them delivered anymore

Google is the New Yellow Pages

We Search & Discover Online – Shop Local & In-Store

Just Googling it

95% of Web Traffic is generate from Page One Results

95% of consumers never go past the first page of their search result. Every business needs to know: 1. What Page are we on for

our Best Keywords? 2. Where is our Competition?

Google does a great job of returning relevant search results.

Although some believe Google is the 2nd Best Source of Information

Welcome to the Mobile Revolution

A Show of Hands

➙ Who here has: unopened email in

inbox?

unopened texts in inbox?

Used smartphone to look for local info?

used their smartphone to access the internet while shopping?

The Age of Mobile

➙ You’re in good company… 90% of text messages are read

<3 minutes1

94% of users look for local information on their phone and 90% take action as a result2

Mobile coupons are 10x more likely to be opened3

Sources: May 2012, 1) Luxury Daily, 2) Google, Our Mobile Planet: United States, Understanding the Mobile Customer, 3)Mobile Commerce Daily

+60% among 18-49 year olds +68% among HH Income $75+

Local Consumers in “Action Mode” when conducting Mobile Search

Estimated that 85% of Local Biz Don’t Have Mobile Optimized Websites

“The number of calls to U.S.-based businesses will increase by 107% in the next 17 months.” – BIA Kelsey • Mobile is about to unleash a massive increase in call-based

advertising…which will be so vast that many established companies will scramble

• 61% of Local Merchants rate inbound telephone calls as excellent leads.

• Call conversion from a local search on a desktop local is 7%, once the landing page is viewed, compared with 57% from a mobile device

• U.S. Businesses will receive 70 billion calls from mobile devices by 2016. Today the number is 20 billion. By the end of 2013 81% of all the calls businesses receive will originate from mobile phones.

Mobile Driving Increased # of Valuable Leads

American pets have bitten, chewed, licked, drooled upon (or worse) more than 8 million devices this past year. -SquareTrade

Everyone Loves a Good Mobile Device!

Mobile views on YouTube are now more than 1 billion views each day. Since 2010, mobile device traffic to YouTube has more than tripled.

1. It’s now very affordable to “Broadcast” your Infomercial or How to Video to a very large potential audience.

2. YouTube Videos are an incredible Source of Content that get indexed well on sites like Google (did we mention that Google owns YouTube?)

3. Video is an incredible Source of Quality Content for Social Media and Your Website – a great way to communicate with current and future customers

What this means for Local Merchants

Viral Power of Social Media

Average # of Friends by Generation

NOW OVER ONE BILLION MONTHLY !!

55-64 year old women are

fastest growing segment

Google + Social Network Experiencing Rapid Growth

Google+, like YouTube…great way to significantly improve your Page Rankings!

Adding 22M New Users per month

400M!!

Reached 200 Million Members January 2013

Online Ratings & Reviews are Shaping Consumer Shopping Habits

and they’re sharing those opinions everywhere

The Zero Moment

of Truth

They have fundamentally changed the Rules of

Marketing and the way Merchants need to approach

Connecting with them to earn their business.

Clearly, The Consumer

is now in Charge!

Our friends at Google call this....

The Traditional Model

The New Zero Moment of Truth

MERCHANT

" You'd never set up an 800# for your business

with nobody to answer the Phone. The Internet is

that 800# and its been set up for you even though

you didn't ask for it! People are "calling" you with

their web searches everyday. If People search for

your product or services and you don't "answer"

that search...who do you think will?"

- Jim Lecisnki, Managing Director Google

What does ZMOT mean for Merchants? • You only get one chance to make a great first

impression

• You have to be ready for when Consumers come

looking for you on whatever device they are using.

• You have to be aware and respond and learn

from what Consumers are saying about your

business online.

• With Mobile...the MOTS - Moments of Truths - are

merging...when consumers can search, decide,

buy and share all at once!

Are You Ready?

Grow Your Business!

2013 Business Outlook

Where do Merchants Plan to Invest?

#1 & 2 – Need Help with Website!

Grow Your Business!

Leveraging Digital to Grow Your Business

Action Items: Things you can do TODAY to improve your online presence

• Claim your local business listings

• Fully Enhance your profile page

• Get Customer Reviews

• Start/update your Blog

• Create a Video and Post on YouTube

• Consistent Social Media Posts including Google +

• Optimize your Web & Mobile presence

Congratulations! The Number One Website in the World wants to give everyone in this room a FREE

listing and profile page

• Claim your listings! (only 37% have) • Add Content to your listings –

(photos, video, complete list of all services)

• Make it easy for customers to review your business

The Google 7 Pack – 3 Things You Need to Do

GET ON THE MAP

Great Example of a claimed and optimized listing

Google + Optimized Local Listing • Social Posts • Photos • Videos

Search Engine Marketing drives 64% of Page One Clicks for Consumers looking to Purchase

Get Reviews for Better Places Listing Ranking

Customer Referral Cards are Easy & Inexpensive to Create

Even a small incentive can pay big rewards toward future repeat business!

Beyond the Big Three – Claim and Verify your Listings

Make sure your data is 100% correct on top search engines, social media and directory sites…so consumers can connect with you from their desktop or on the go via their Smart Phone or Tablet! Correct listing data is also important for improving your site SEO!

Keeping your data clean and up to date is key. There are a lot of databases on the web!

Online Videos are a Great Way to get High Page Ranking

Top Ten Reasons you Need need a Quality Web & Mobile Site

1. You only get one chance to make a Great First Impression!

2. Professional Image – level playing field 3. Be Open for Biz 24/7 – instant Customer Gratification 4. Connect with on the go Consumers 5. Sell Products 6. Promote Services 7. It’s Your Online Brochure update-able any time 8. Generate Leads 9. Stay Connected to your Best Customers with your

Blog 10. Great Recruiting Tool

Smart Phone Friendly Mobile Sites that Match Look and Feel of Main Website

3 Ways to Grow Sales

1. Get More Customers

2. Raise Profit Per Sale

3. Increase Customer Frequency by Staying Top of Mind.

One of these is easier than the other two.

Why Businesses Lose Customers

• 1% Die

• 3% Move Away

• 5% Form other relationships

• 9% Leave for Competitive Reasons

• 14% Due to Product Dissatisfaction

• 68% Stop buying because of attitude or feeling of indifference

Create a Customer Loyalty & Referral Program “What would it mean for your Business if Your Current Customers Shopped with you one more time a month?” “What it would mean for your Business if your Happy Customers became your best salespeople…telling all of their friends how much they love your products & services?

News of Your Store Via Multiple Channels Your Happy Customers

Social Media Drives More Repeat & Referral Business Free or Nearly Things You Can Do!

• Most Important: Commit to the Content! – Consistent, varied two way communication via multiple

channels. If you don’t have time, find someone who does.

• Improve/Create Your Social Presence – Facebook, Twitter & Google+, LinkedIn – they all are free!

• Use offline promotion to drive online fans

• Create Online Contests to grow your fan base

• Add Social links to all web promotions (site, email, video, PR etc)

Great Social Content goes well beyond Promotional Offers

Rule of Threes

1. Valuable Tips & Ideas – Position yourself as expert

– Connect to complimentary businesses

– Success Stories

2. Establish Community – Recognize customers

– Recognize employees

– Recognize Community Events & Your Charitable Efforts

3. Promotions and Special Offers – Loyalty Club Offers

– Sync Offline with online

Right About Now…You Might be Thinking….

Wow – that’s a lot of Stuff!

I’m already so busy Running my Business!

We Offer Turn Key Solutions for helping you Leverage Digital Media to Grow your Business

• Choose from Variety of Value Priced Packages • Or, we can customize a program based on your needs • Special Incentives for Seminar Attendees!

1. Make sure you Get Found and Make a Great First Impression with Consumers Actively Searching for your products and services via any device

2. Create a feeling of community with your Best Customers via Social Media, Email and Text to Drive More Repeat and Referral Business

3. Take advantage of Highly Targeted Marketing options to reach the best potential New Customers most likely to be interested in your products & services

Social is Digital Word of Mouth!

Ways we help Your Business Grow

Affordable Web, Mobile, Social, Video

Features

High Visibility High Visibility

+ Mobile

Local Business Listings (Google, Yahoo!, Bing)

30-Day Enhanced Dispatch BizList

Enhanced Listings on Top 150 Directory, Social & Search Sites

Reputation Management

Custom YouTube Channel & Series of 4 Montage Videos

Optimized Mobile Website

Self-Serve Text Messaging Platform

Package Pricing

$399 Set-Up & $319 per Month

$349 Set-Up & $269 per Month

“Digital Visibility Packages”

There are hundreds of local business listings out there! Make sure your data is 100% correct on these top search engines, social media and directory sites…so consumers can connect with you from their desktop or on the go via their Smart Phone or Tablet! Correct listing data is also important for improving your site SEO and improving your online visibility!

We claim Your Local Business Listings

Tell the Story of Your Business using Sight, Sound and Emotion!

• We create One 60-90 second each quarter • Custom YouTube Channel • Professional voice talent, scripting • High Quality Images • Choice of Music bed • Optimized for 5 Best Search Key words

targeted to your local city • Links to website, social media

Custom Video Series

Reputation

Management

Real time reports let you

know instantly when there

has been praise or a

problem, so you can

demonstrate your

responsiveness and

customer service

We Monitor Your Online Reputation!

“Social Visibility Packages”

Features

Basic Social + High Visibility

Basic Social + High Visibility + Mobile

Social Loyalty + High Visibility +

Mobile

Local Business Listings (Google, Yahoo!, Bing)

30-Day Enhanced Dispatch BizList

Enhanced Listings on Top 150 Directory, Social & Search Sites

Reputation Management

Custom YouTube Channel & Series of 4 Montage Videos

Optimized Mobile Website

Self-Serve Text Messaging Platform

Set-up & Management of Facebook, Twitter & Google+

Two Additional Social Media Sites

Text Messaging Campaign Management

Manage Blog & E-Newsletter

In-Store Collateral

Reporting Dashboard

Package Pricing

$399 Set-Up & $469 per Month

$349 Set-Up & $439 per Month

$599 Set-Up & $509 per Month

Create a Customer Loyalty & Referral Program “What would it mean for your Business if Your Current Customers Shopped with you one more time a month?” “What it would mean for your Business if your Happy Customers became your best salespeople…telling all of their friends how much they love your products & services?

News of Your Store Via Multiple Channels Your Happy Customers

• Give Value added tips and ideas that position you as expert

• Share Photos & Videos – before/after, new products etc.

• Provide Loyalty rewards only for followers

• Post Success stories, positive reviews

• Post Customer Recognition

• Share Employee and Vendor Partner Recognition

• Talk about Community Involvement and Giving Back

• Yes, sync off line marketing promotional messages but don’t over do it

Stay Connected with Social, Email, Text

Marketing & Social Media Calendar

Distribute Messages via Social, Video, Blog, Text & Email Channels

Create a Social Loyalty

Marketing Calendar with

the above suggestions

“My Son Eating Pizza as Big as his head!”

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100

200

300

400

500

600

700

800

The Food Truck Festival- People Were Talking it Up Daily Total Reach: 22,325 People!

Click image below to access Facebook page

In Store Signage Referral Cards

“Digital Premium Packages”

Features

Website + Mobile + High Visibility

“Best of the Web” “Digital Premium”

“Basic Visibility” (Google, Yahoo!, Bing listings; BizList)

Enhanced Listings on Top 150 Directory, Social & Search Sites

Reputation Management

Custom YouTube Channel & Series of 4 Montage Videos

Optimized Mobile Website

Self-Serve Text Messaging

Set-up & Management of Facebook, Twitter & Google+

2 Additional Social Media Sites

Text Messaging Campaign Management

Manage Blog & Monthly E-Newsletter

In-Store Collateral (table tents, signage, etc.)

Custom 4-Page Website

Reporting Dashboard

Package Pricing

$1,299 Set-Up & $599 per Month

$849 Set-Up & $389 per Month

$649 Set-Up & $299 per Month

Complete Reporting to Measure the Growth of your Website

Set up for all packages to benchmark traffic growth to client website

Variety of Targeting Options

+

Reach local consumers on our site as well as premium regional and national sites with a message targeted by Demographic , Behavior, Search, Context and more

Drill deep into Vertical Audience Categories that include:

Premium Audience Network

Single Ad Buy reaches targeted audience across smartphones, tablets,

laptops and work/home PC’s.

Reach Consumers on any Device

Reach Consumers Near your Store Mobile Geo Fencing pinpoints customers when they are near

your store and serves them ads relevant to their location

1 Consumer performs

a Keyword Search &

is anonymously

“cookied” for their

search term.

2 Consumer later visits their favorite

sites on the Web and is served your

ad based on their past search history

Search Retargeting Increases Efficiency Your Online Display targets potential customers who have been actively searching for your products and services. Ads are served based on Brand Names Searched and also Competitors Searched. Ads are Geo Targeted to reach local consumers. Ads appear on Brand Safe Premium Publishers sites reaching your target audience as the move across the internet. Dynamic ads can include video and link to your home page , special offers, Product pages and more.

Best Hybrids

Reach Consumers Actively Searching Reach Consumers ACTIVELY Searching for your Products & Services

Site Retargeting reaches potential customers who have already Visited your Website and invites them back.

Site ReTargeting

Facebook Targeting & Re-Targeting Target Consumers by variety of demos…or retarget those that have already been to your site

We create a Custom Email Marketing Campaign targeted to in-box of your best potential customers. Features include: • Email is designed to match overall look/feel of your

existing marketing efforts. • Email layout is re-usable to create common theme

and design for ongoing monthly campaigns • We follow best email practices – including best

subject lines, calls to action and offering car buyers multiple links to New, Used and Service specials.

Targeting Options: • Geo target down to the zip code level • Target by variety of Demos – HH Income, Gender,

Age, Ethnicity, Children in the Home etc • B2B Targeting • Target by purchase intent – ex: in market for car

Targeted Email Strategies

SAMPLE EMAIL

GETTING RESULTS: DEMOGRAPHIC TARGETING

• Age

• Gender

• Ethnicity

• Occupation

• Education

• Language

• Religion

• Marital Status

• Presence of Children

• Number of Children

• Income: Est. HH.

• Net Worth

• Homeowner/Renter

• Home Market Value

• Dwelling Type

• Length of Residence

• Presence of Pet

• Veteran

Targeted E-Mail Options

Email Marketing Drives Results!

Over 1600 potential customers delivered to client’s website!

Get Your Free Digital Check Up!

No obligation 3 Point Inspection! 1. Free Visibility Report 2. Reputation Survey 3. Mobile Site Survey

Find Out What’s Being Said About You Online!

What’s Your Find-a-bility? How do you Rank vs. your Competition? Visibility Report shows how and if consumers find you online. What’s Your Online Reputation? Find out what consumer sentiment is about your business…and if the buzz is good (or not!) Ready for Mobile Consumers? How does your site look on a Smart Phone? Is it easy to dial your number, get directions to your business?

High Road Digital is pleased to provide the following reports to help Local Businesses get a clear picture of how they appear to consumers searching for them online.

What’s Next: 1. Set Appointment Now to Review Your Online Visibility & Reputation Audit Report 2. Earn Special Incentive: Anyone who signs up for a package in next two, will earn 15% off entire contract.

Who Wants to Win?

Contact Your Dispatch Digital Representative

or

Vanessa Warner - vmicic@dispatch.com Stephanie Slagle - sslagle@dispatch.com

Mike Stone - mstone@dispatch.com