Advertisers: Overview

Prospecting - Set yourself up for success

• Our business needs two elements to work:– 1) advertisers spending money with us – 2) consumers hitting our campaigns - Our revenue driver is

CLICKS!!

• Fish in the right pond:– 1)Have a large audience and/or a large regional service area – 2)Business category is search friendly (e.g. Plumber = good, stop-

n-shop = bad)– 3)Have advertising budgets– 4) Are located in heavily populated areas

• Ideal advertisers are:– 1) Yellow Page advertisers with display ads (They obviously spend

money)– 2) Regional cable advertisers– 3) Regional radio advertisers– 4) Advertisers that could leverage 1,2,3 and don’t

Advertisers: Overview

The best customers are:

• Local businesses – especially those that are traditionally Yellow Page Advertisers and have medium to high sales transaction values (typical sale is usually > $50)

Benefits: Geo-targeted ads, customers are looking for them online (competitors may not be there yet), phone tracking, etc)

• Regional businesses – especially those such as Eye Clinics that are trying to attract customers from certain geographic areas

Benefits: Geo-targeted ads, quickly change strategies and special offers, phone and Internet tracking, etc

• National businesses – those that sell niche specific products on a national basis and rely on the telephone for closing sales (may have some e-commerce)

Benefits: Phone tracking, easy Internet strategy, well managed campaign, etc

• Franchise organizations – such as Carpet Cleaning, Day Spas, Pest Control, etc are really just a large group of local advertisers (Great opportunity to make many sales at once!)

Benefits: Geo-targeted ads, customers are looking for them online (competitors may not be there yet), phone tracking, etc

Advertisers: Best “Local” Prospects

High-performance business categories:

• Auto Sales - New Car Dealerships • Auto Services - Auto Glass, Rims, Custom Accessories • Auto Repair and Parts - Mechanics, Transmissions, Mufflers • Attorneys and Legal Services • Beauty and Personal Care - Salons, Day Spas, Laser Hair Removal • Business Services - Business Insurance, Equipment • Consumer and Small Business Computer Repair Services • Dentists - Cosmetic Dentists, Teeth Whitening, Braces • Finance - Mortgage, CPA's • Furniture - Decor, Furniture Stores • Health and Fitness - Health Clubs, Vitamins and Nutrition • Home Improvement - Awnings, Garage Doors, Carpet Cleaning, Maid Services, Flooring, Pools and

Spas • Industrial and Commercial - Janitorial, Telephony, Office Equipment • Insurance - Auto, Home, Life • Moving Related Companies - Moving, Storage, Boxes, Auto Transport • Pets - Pet Supplies, Pet Grooming and Care • Personal Services - Weddings, Photographers • Physicians and Surgeons - Lasik Eye Surgeons, Cosmetic Surgery, Chiropractors, Bariatrics,

Dermatology • Real Estate • Restaurants and Food - Sushi, Steakhouses, Catering • Shopping and Gifts - Florists, Jewelers, Concert Tickets, Toys, Bicycles • Sports and Recreation - Golf Courses, Golf Shops, Yoga, Amusement Parks, Ballroom Dancing

Skiing • Travel - Hotels, Charter Boats, Bed and Breakfasts, Large Regional Attractions, Car Rentals

Note: Bolded categories are highest performing

Advertisers: Things to Consider

Is this a good prospect?

• What type of money can the business spend online?• Are they advertising oriented?• What is the value of their customers?• Do they have reasonable profit margins?• Are people searching for these services online?• Are there franchise opportunities?• How stable is the business model?• Will the business be open and advertising in 3 years?