as used at utm 2007 march ziplocal section d ch 12 & ch 13 - cct 322 text sales product training
TRANSCRIPT
As used at UTM 2007 March
ZipLocalSection D Ch 12 & Ch 13 - CCT 322 text
Sales Product Training
As used at UTM 2007 March
Welcome Class 322 Marketing InformationProducts & Services
We are excited to introduce
ZipLocal
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This presentation will focus on ZipLocal and touch on sections of Chapter 12 “Personal Selling” & Chapter 13 “Online Advertising”
Introducing a National Brandand User Interface
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Marketing Information Products & Services
“Sometimes the best way to sell a product or service from one business to another business is to provide convincing evidence as to how attractive the product will be to the final customer [user].”
Source: Marketing Information Products & Services
As used at UTM 2007 March
• What is ZipLocal?
• How does the site work?
• Sales Products
• Product Questions & Scenarios
Agenda
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What is ZipLocal?
Zip411.net + redToronto + redMississauga
= ZipLocal
A local business directory that connects
buyers and sellers
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Connecting with Your Audience
“Successful B2B vendors must be aware of the B2C challenges since a B2B customer ultimately has to deal with the consequences of B2C success or failure.”
Source: Marketing Information Products & Services
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What do users want?
• simple layout
• easy-to-use search tools
• fast and reliable results
• personalization– search– results– content
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The local directory youcan make your own
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Search Results Page
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Search Results Order
Based on the user’s specific search…
• geographically relevant– radiates outward
• monthly spend– spend = user content (value)– in descending order
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Listings Box
Listings Box (Paid)Content:• Logo/graphic *• Business Name• Proximity to search area• Address• Phone Number• Web Site Link *
Icons for:• InfoCentre *• Email *• Text/SMS• Driving Directions
* where applicable (provided by advertiser or existing data)
Listings Box (Free)
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InfoCentre
• Custom URL (Client.ZipLocal.com)• Logo/graphic• List of associated categories• Proximity to search• Email address/Email tool• Web link• Print InfoCentre• Driving Directions link• Text/SMS Listing info• Optional fields (next slide)• Content Tabs
Hub for all Advertiser and User-generated
Content
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InfoCentre
Optional Fields:• Second Phone Number• Fax Number• Email Address• Year Established• Hours of Operation• Parking Options• Reservations Options• Payment Methods• Wheelchair Accessible
Entry• Wheelchair Accessible
Restrooms
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Profile Tab
Content:• 500 words of copy *• 2 photos *
* Advertiser provides
In future Clients will be able to edit copy and
photos via online Advertiser Centre.
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InfoCentre: Profile Tab
Content:• 500 words of copy *• 2 photos *
* Advertiser provides
Clients can edit copy and photos via online
Advertiser Centre.
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What do users want?
• simple layout
• easy-to-use search tools
• fast and reliable results
• personalization– search– results– content
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Sales Products
• Listings Packages– ZipEnhanced– ZipPower
• Listings Options– Keywords Plus– Categories Plus
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• Display Advertising–Banner advertising–Text advertising
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ZipEnhanced
• Paid Listings Box– 2 categories (advertiser chooses)– 10 keywords (advertiser chooses)
• InfoCentre
• Regular listing traffic reporting
• Free listing may show up in under other categories or keywords
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ZipPower
• Paid Listings Box– 4 categories (advertiser chooses)– 20 keywords (advertiser chooses)
• InfoCentre + Profile Tab
• Regular listing traffic reporting
• Free listing may show up in under other categories or keywords
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Packages Compared
ZipEnhanced ZipPower
Categories 2 4
Keywords 10 20
InfoCentre Profile Tab -
Traffic Reporting
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Pricing & Tiers
ZipEnhanced
A $XXX/month
B $XX/month
C $X/month
OttawaHamiltonMississauga
VancouverEdmontonCalgaryWinnipeg
TorontoMontreal
All other cities
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Pricing & Tiers
ZipEnhanced ZipPower
A $XXX/month $XXX/month
B $XX/month $XX/month
C $X/month $X/month
OttawaHamiltonMississauga
VancouverEdmontonCalgaryWinnipeg
TorontoMontreal
All other cities
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Listings Options
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Categories Plus
A$X/month
$X/month
$X/month
2 extra ($x/category)
4 extra (x% discount)
6 extra (x% discount)
B$X/month
$X/month
$X/month
2 extra ($x/category)
4 extra (x% discount)
6 extra (x% discount)
C$X/month
$X/month
$X/month
2 extra ($x/category)
4 extra (x% discount)
6 extra (x% discount)
OttawaHamiltonMississauga
VancouverEdmontonCalgaryWinnipeg
TorontoMontreal
All other cities
As used at UTM 2007 March
Listings Options
25
Keywords Plus
A$X/month
$X/month
$X/month
5 extra ($x/keyword)
10 extra (x% discount)
15 extra (x% discount)
B$X/month
$X/month
$X/month
5 extra ($x/keyword)
10 extra (x% discount)
15 extra (x% discount)
CX/month
$X/month
$X/month
5 extra ($x/keyword)
10 extra (x% discount)
15 extra (x% discount)
OttawaHamiltonMississauga
VancouverEdmontonCalgaryWinnipeg
TorontoMontreal
All other cities
As used at UTM 2007 March
Banner Ads
"Banner Ads" page 153 in the Schneider/Perry book 3rd edition
"Most Advertising on the Web uses banner ads... Banner ads are versatile advertising vehicles - their graphic images can help increase awareness, yet users can click them to open the advertiser's website and learn more about the product. Thus, banner ads can be both and informative function and persuasive function".
Source: Marketing Information Products & Services
As used at UTM 2007 March
Banner Ads
“The Basic Promotion Objectives, according to traditional marketing, are:
o Informing o Persuading o Reminding
Accepting Schneider and Perry's interpretation, we can see banner ads satisfy two of the three functions of promotion. It is debatable whether banner ads are effective in communicating the ‘reminder’ function of promotional objectives.”
Source: Marketing Information Products & Services
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Banner Advertising
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Text Advertising
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45 Second Script
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Site Comparisons
Check out the following sites:– YellowPages.ca– Canpages.com– AskCity.com (US site)– ZipLocal.com (‘live’ email alert to come)
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Provide feedback:1. Rank the four sites in order of which provided the best overall
user experience (#1 being best). Provide comments for each site about why you ranked them in that order. Focus on your impressions of:
• ease of searching
• search results – quality, reliability, volume
• ability to personalize search results, content, etc.
• content available for businesses
• mapping functionality
• layout or site design
• tools available – SMS/texting listings, driving directions, etc.
Site Comparisons
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Provide feedback (cont’d):2. What features or content would you add to make the sites
better? For each element you would add, explain why you feel it would enhance the user experience.
3. For ZipLocal only, list what you feel is the site’s:– strongest user feature *
– strongest advertiser feature *
– weakest user feature *
– weakest advertiser feature *
* Provide a rationale for each of the opinions.
Site Comparisons