Locals Love Us
2004: The Local Best begins
2011: Private Equity Partner
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• 2015: Fargo, ND
LLU Program
The Locals Love Us Process
Annual Calendar
It Starts with Local Votinghttp://vote.thelocalbest.com/sioux-falls
Award winners get the Heart
Consumers get a Free Directory
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
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…
Trust-Based Advertising™
Once Upon a Time
Massive Media Fragmentation
The Rise of Ad Avoidance
• Launched by the FTC in 2003
• 62 million numbers were registered in the first 12 months
• 168 million were registered in the first four years
Give me my Internet back!
The DVRA third of everything watched on TV is viewed later and 74% of Americans do that so they can skip the ads.
Don’t clutter my skyline!
I’ll give you money to go away
Extreme Response
Who we trust
Who we trust
Who we trust
We also trust the Crowd
What do we trust the most
Source: Nielsen Global Trust in Advertising Survey – 9/13
Trust over time
2007 2012 20130%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
78%
92%84%
61%70% 68%
54%
42%
57%
Recommendations from people I knowConsumer Opinions posted onlineMagazineRadioTVNewspaper
Source: Nielsen Global Trust in Advertising Survey 3Q 2011
Edelman: Who do we trust?
2015 Edelman Trust Barometer
Brands I don’t useCelebrities
Elected officialsA well-known online personality
A company CEOEmployees of a company
A journalistCompanies I use
An academic expertMy friends and family
32%34%
40%45%46%
52%53%
60%70%
72%TRUSTED
NEUTRAL
DISTRUSTED
Forrester: Who do we trust?
Forrester: How To Build Your Brand With Branded Content
Does Trust lead to sales?
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
Trust-Based Advertising™Competitors
Some Obvious Names
HomeAdvisor
Porch.com
Thumbtack
Amazon Services
Groupon Pages
Facebook Services
Google Local
Lots of Locals
Lots of Locals
Q&A