Transcript Class 322 - ZipLocal Review

ZipLocal
Section D Ch 12 & Ch 13 - CCT 322 text
Sales Product Training
As used at UTM 2007 March
Welcome Class 322
Marketing Information
Products & Services
We are excited to introduce
ZipLocal
As used at UTM 2007 March
Introducing a National Brand
and User Interface
This presentation will focus on ZipLocal
and touch on sections of Chapter 12
“Personal Selling” & Chapter 13 “Online
Advertising”
As used at UTM 2007 March
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
Agenda
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What is ZipLocal?
How does the site work?
Sales Products
Product Questions & Scenarios
As used at UTM 2007 March
What is ZipLocal?
Zip411.net + redToronto + redMississauga
= ZipLocal
A local business
directory that connects
buyers and sellers
As used at UTM 2007 March
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
As used at UTM 2007 March
What do users want?
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simple layout
easy-to-use search tools
fast and reliable results
personalization
– search
– results
– content
As used at UTM 2007 March
The local directory you
can make your own
As used at UTM 2007 March
Search Results Page
As used at UTM 2007 March
Search Results Order
Based on the user’s specific search…
• geographically relevant
– radiates outward
• monthly spend
– spend = user content (value)
– in descending order
As used at UTM 2007 March
Listings Box
Listings Box (Paid)
Listings Box (Free)
* where applicable (provided by advertiser or existing data)
As used at UTM 2007 March
Content:
• Logo/graphic *
• Business Name
• Proximity to search area
• Address
• Phone Number
• Web Site Link *
Icons for:
• InfoCentre *
• Email *
• Text/SMS
• Driving Directions
InfoCentre
• Custom URL (Client.ZipLocal.com)
• Logo/graphic
• List of associated categories
Hub for all
• Proximity to search
Advertiser and
• Email address/Email tool
• Web link
User-generated
• Print InfoCentre
Content
• Driving Directions link
• Text/SMS Listing info
• Optional fields (next slide)
• Content Tabs
As used at UTM 2007 March
InfoCentre
Optional Fields:
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As used at UTM 2007 March
Second Phone Number
Fax Number
Email Address
Year Established
Hours of Operation
Parking Options
Reservations Options
Payment Methods
Wheelchair Accessible
Entry
Wheelchair Accessible
Restrooms
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.
As used at UTM 2007 March
InfoCentre: Profile Tab
Content:
• 500 words of copy *
• 2 photos *
* Advertiser provides
Clients can edit copy
and photos via online
Advertiser Centre.
As used at UTM 2007 March
What do users want?
•
•
•
•
simple layout
easy-to-use search tools
fast and reliable results
personalization
– search
– results
– content
As used at UTM 2007 March
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Sales Products
• Listings Packages
– ZipEnhanced
– ZipPower
• Display Advertising
– Banner advertising
– Text advertising
• Listings Options
– Keywords Plus
– Categories Plus
As used at UTM 2007 March
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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
As used at UTM 2007 March
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
As used at UTM 2007 March
Packages Compared
ZipEnhanced
ZipPower
Categories
2
4
Keywords
10
20
InfoCentre
Profile Tab

-


Traffic Reporting


As used at UTM 2007 March
Pricing & Tiers
ZipEnhanced
Toronto
Montreal
A
$XXX/month
B
Vancouver Ottawa
Edmonton Hamilton
Calgary
Mississauga
Winnipeg
$XX/month
C
All other cities
$X/month
As used at UTM 2007 March
Pricing & Tiers
ZipEnhanced
ZipPower
$XXX/month
$XXX/month
B
Vancouver Ottawa
Edmonton Hamilton
Calgary
Mississauga
Winnipeg
$XX/month
$XX/month
C
All other cities
$X/month
$X/month
Toronto
Montreal
A
As used at UTM 2007 March
Listings Options
Categories Plus
A
B
C
Toronto
Montreal
Vancouver Ottawa
Edmonton Hamilton
Calgary
Mississauga
Winnipeg
All other cities
As used at UTM 2007 March
$X/month
$X/month
2 extra ($x/category)
4 extra (x% discount)
$X/month
6 extra (x% discount)
$X/month
2 extra ($x/category)
4 extra (x% discount)
$X/month
$X/month
6 extra (x% discount)
$X/month
$X/month
2 extra ($x/category)
4 extra (x% discount)
$X/month
6 extra (x% discount)
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Listings Options
Keywords Plus
A
B
C
Toronto
Montreal
Vancouver Ottawa
Edmonton Hamilton
Calgary
Mississauga
Winnipeg
All other cities
As used at UTM 2007 March
$X/month
$X/month
5 extra ($x/keyword)
10 extra (x% discount)
$X/month
15 extra (x% discount)
$X/month
$X/month
5 extra ($x/keyword)
10 extra (x% discount)
$X/month
15 extra (x% discount)
X/month
$X/month
5 extra ($x/keyword)
10 extra (x% discount)
$X/month
15 extra (x% discount)
25
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
As used at UTM 2007 March
Banner Advertising
As used at UTM 2007 March
Text Advertising
As used at UTM 2007 March
45 Second Script
As used at UTM 2007 March
Site Comparisons
Check out the following sites:
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YellowPages.ca
Canpages.com
AskCity.com (US site)
ZipLocal.com (‘live’ email alert to come)
As used at UTM 2007 March
Site Comparisons
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:
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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.
As used at UTM 2007 March
Site Comparisons
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:
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strongest user feature *
strongest advertiser feature *
weakest user feature *
weakest advertiser feature *
* Provide a rationale for each of the opinions.
As used at UTM 2007 March