This document discusses how customer preferences have shifted online and the decline of print media. It notes that companies like Yelp, Angie's List, TripAdvisor and Groupon now attract many customers through online reviews and deals. These companies employ thousands of sales representatives to promote local businesses. The document argues that local businesses need to establish an online marketing strategy including social media, search engine optimization, and mobile in order to effectively compete against these large review and deal sites that are actively selling their services. It offers an online marketing solution to help businesses connect with customers and generate leads online.

1. @shannonkin
W h y
Y o u r
C u s t o m e r s
F l o c k
t o
A n g i e ’ s
L i s t
What’s
hot:
Digital
#LOAC15
March
2015
Shannon
Kinney
shannon@dreamlocal.com
@shannonkin

2. @shannonkin
The
rules
of
markeGng
HAVE
CHANGED.

3. @shannonkin
Newspaper:
Five-­‐Year
Forecast
Source: BIA/Kelsey, 2014
Print
Decline
(2013-­‐2017):
$4.5B
(22%)
Digital
Growth
(2013-­‐2017):
$765M
(13%)
$18.0
$16.8 $15.7 $15.2 $14.3 $13.5
$3.2
$3.3
$3.4 $3.5
$3.6 $4.0
$0.0
$5.0
$10.0
$15.0
$20.0
$25.0
2013 2014 2015 2016 2017 2018
Print Online
US$
Billions
$ 21.2
$20.1 $19.1 $18.7 $ 17.9 $17.5
Note: Numbers are rounded.

4. @shannonkin
Who
is
your
REAL
compeGGon?

5. @shannonkin
Legacy
Media’s
‘Spindly’
Digital
Legs
Share
of
Local
Digital
AdverGsing
Source: © 2014 Borrell Associates

6. @shannonkin
Legacy
Media’s
‘Spindly’
Digital
Legs
Source: © 2014 Borrell Associates
Share
of
Local
Digital
AdverGsing

7. @shannonkin
Before
2008
SMBs
saw
8
Reps
/
Month

8. @shannonkin
Today
SMBs
are
called
on
by
39+
Reps
/
Month

9. @shannonkin
What
Customers
Want

10. @shannonkin

11. @shannonkin
Lead
GeneraGon
MaSers

12. @shannonkin
Social
Media:
Word
of
Mouth
on
Steroids

13. @shannonkin
How
We
Sell

14. @shannonkin
Building
brand
awareness
and
customer
relaGonships
SOCIAL:

15. @shannonkin
Ge`ng
Found
SEARCH:

16. @shannonkin
MOBILE
&
VIDEO:
Close
to
the
sale
and
reach
customers
where
they
are

17. @shannonkin
SoluGon
Components
Core
Offering
• Online
markeGng
strategy
development
• Social
Media
channel
enhancement
and
ongoing
management
• ReputaGon
Management
and
SEO,
keyword
work
• Email
markeGng
• Blog
posGng
management,
content
creaGon
• SEM
/
PPC
• Web
sites
Opconal
• Video
opGmizaGon,
distribuGon,
markeGng
• Social
media
contests/fan
acquisiGon
• Mobile
markeGng
soluGons
(sites,
promoGons)
• PR
• Agency
level
service
(media
planning,
etc.)
• Event
promoGon
(flyers,
etc.)
And
more!

18. @shannonkin
But
it’s
not
about
the
products….

19. @shannonkin
But
it’s
not
about
the
products….

20. @shannonkin
But
it’s
not
about
the
products….

21. @shannonkin
Where
are
we
ge`ng
results
for
clients?
…and
also….

22. @shannonkin
Yelp
• 135Million
users/month
• 2,711
sales
reps,
planning
40%
increase
this
year
• 71Million
plus
reviews
• 66
million
total
businesses
parGcipaGng,
80,000
paying

23. @shannonkin
Angie’s
List
• 700,000
users/month
• 60,000
reviews/month
• 2,000
employees,
1,200
sales
reps
• 3
million
paid
memberships
• 700,000
searches/month

24. @shannonkin
Trip
Advisor
• 3.15Million
users/month
• 50%+
traffic
mobile
• 2,700
employees
• 200Million
plus
reviews
of
4.5Million
businesses
and
properGes
• 60Million
members

25. @shannonkin
Groupon
• 53.9Million
acGve
users
• 650,000
businesses
as
customers
• 6,000
sales
reps,
conGnually
perfecGng
scripts
to
outsell
YOU.

26. @shannonkin
Open
Table
• 30,000
users
• 625
employees
• Priceline
purchased
in
Summer
of
2014
for
$2.6BILLION
• Staggering
growth

27. @shannonkin
Offer
Complete
Solucons
Apply
Sales
Effort
and
Discipline,
and
you
will
win

28. @shannonkin
Someone
else
will.
If
you
don’t
sell
it…

29. @shannonkin
If
you
need
help

30. @shannonkin
For
aSendees:
A
free
evaluaGon
of
your
opGons
shannon@dreamlocal.com
www.dreamlocal.com
@shannonkin,
@dreamlocal
www.facebook.com/dreamlocal
207-­‐593-­‐7665
hhp://Publishers.dreamlocal.com