The document discusses marketing strategies for gazlo.com, a local business directory and website platform. It provides details on gazlo.com's marketing efforts including billboards, newspapers, radio ads. It highlights traffic statistics for the gazlo.com website and discusses how businesses can create a free website on the platform to help market themselves locally. It also reviews the declining effectiveness of traditional yellow pages and how gazlo.com can help businesses replace and complement existing marketing.
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Read article to know 6 key tips to boost your e-commerce conversion rates; build a highly-functional e-store from e-commerce development specialist agency.
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2. Today’s Agenda Overview: gazlo.com Our Marketing Strategies Local Market Research Creative Advertising Your gazlo.com Website Getting Started – EASY!
35. Creative Advertising Builds brand awareness Elicits a response Increases store traffic Improves image Increases demand Results-driven Gazlo Directory End of the buying cycle Helps narrow options for consumer Targets all audiences “ Marriage” of all creative advertising Consumer-driven Information-driven Increases store traffic* *(Not “build it they will come”)
44. What you get. Full Multimedia Website Unlimited Control of Your Site Direct URL / link address www.gazlo.com/ yourbusiness Unlimited Keywords (search) Gazlo.com Ad Rotation Category Ads (up to 5) Window Clings & Promotion Items 25 Business Cards Hands-On Training (Kacey) Free Print Ad What you (we) need. Be Actively Involved. Tell Your Customers. Give Them a Reason to Visit Your Site. Tell Your Non-Customers. Give Us Your Feedback. Be Creative With Site Usage Use Gazlo.com Yourself! Extra: Use gazlo.com logo on your menus, brochures…
45. ~The experience of visiting your business in person. ~Allows a customer to learn more about you at their pace ~Expands your marketplace ~Increases your hours of operation ~Build Branding: Having your URL on your brochures, business cards, ads, posters all increases your brand awareness ~Enhance your image ~Improve customer service ~Creates a competitive edge What Does A gazlo Site Provide (Look Right Plus Below) ~To be up-to-date as TODAY in seconds ~Your customers can locate you easily ~Ability for you to be Actively Involved ~You can build your site over time - daily ~Replace and complement existing sales pieces ~Present your customers with a calendar of events/sales ~Instantly publish unlimited information, photos, menus, new product announcements, employment opportunities, contact information, coupons, videos, virtual tours, keywords, you name it and no HTML programming ~Establishes a credible, professional image ~Saves you time on the phone answering the same questions repeatedly, reduces long distance costs, postage and printing costs PLUS>>>online newsletter, advice column, message board, offer customers a place to email you and join your mailing list, develop an online contest, or giveaway, add related links, highlight an employee or customer, staff, link to your affiliations, add testimonials… What Does A Website Provide
Introduction: Thank you for meeting with me today.
Today I plan to… Give you an overview of Gazlo.com Show you how we are marketing the product Share some local Yellow Pages usage research Discuss the importance of Creative Advertising Look at your Marketplace website Show you how easy it is to get started!
Introduction: Thank you for meeting with me today.
The site launched in May 2008. We have a separate full time staff dedicated to this product alone, and I am working on your category for the next 2 weeks _____________ (name of category). Here is what the homepage of the site looks like. And an example of one of the many radio commercials we are running on WCLO and WJVL which gives you a good overview of how the site works. Question: 1)Are you a _______________ Fan? Here is a spot we are running right now.
Introduction: Thank you for meeting with me today.
Introduction: Thank you for meeting with me today.
Question: First, do you read the Janesville Gazette in print or online, or both? [depending on their answer, you may need to go into extra detail here if they’ve never visited the newspaper website for example] Here is the homepage for Gazette.com. You’ll see we’ve given Marketplace a prominent link in the top navigation AND a rotating ad position in the right rail. How much do you think a front page ad position like this costs on LJWorld.com? (it’s $800 per month) With Marketplace, you can be one of 15 rotations for $325 per month!
When a user clicks on a particular story, you’ll see Gazlo is still featured in the top navigation.
Here are some print ad examples we have run in the Janesville Gazette. Bold = Gold is an ongoing campaign to educate consumers to always CLICK on BOLD listings. Question: When you see Bold listings in the phone book, what does that tell you as a consumer? Bold listings on Marketplace mean more than “a business paid more to be bold” Bold listings tell a user to click because this business is using their Marketplace page to make their shopping job easier 2)Does that make sense? Once a business partners with us, we run an ad like this one for Jazzercise to announce their site to the community. This is an $800 value Show tearsheet example
Introduction: Thank you for meeting with me today.
We’re also providing window clings for your storefront and/or vehicles to identify you as a Gazlo partner (show example)
And, we’ll give you a start-up packet of Gazlo cards which you can get personalized with your business URL. Point to the back of the card for the contact information Minuteman Press will give you a 10% discount on your order The cards are a great way to tell your existing customers about your Marketplace site For example, you can staple the cards to receipts and tell your customers to check your site for weekly coupons
Introduction: Thank you for meeting with me today.
Yellow Pages usage is declining. We conducted this research because of feedback from local business owners about their Yellow pages buying experience, and value they felt they were getting with the YP. Business owners said they felt “pressured” to sign contracts, and find it hard to have a good presence in the 3 books now in the market. Question: 1)What has been your YP buying experience?
We found that 59% of adults in Janesville/Milton say they already had the business name in mind when they decided to use the Yellow Pages. Question: 1)When is the last time you used the Yellow Pages? 2)What were you looking up?
Question: 1)Do you remember which book you looked at? 18 percent of respondents said they didn’t know which book they used. Of the 3 books in Janesville, it may not surprise you that AT&T came in first with 46% usage, followed by Yellow Book and Rock County Regional. 46% doesn’t sound too bad, however, these are frequent users. Actually, that only represents 28% of the adult population in Janesville looking in the most popular directory each week. Only 5.5% use the Yellow Pages 2-3 times per week. 63% of people never or don’t know/no response use Yellow Pages at Work. Over 25% of respondents use Yellow Pages less than 1x per month. 19% Never use them don’t know/no response use Yellow Pages at Home. Question: 1)Does this surprise you? 2)I notice you have ads in X number of books (pull out copies of YP ads to discuss) 3)How much are you spending on these ads per year? Now, if all 28% were looking up YOUR category, that would be great, right? We’ll look at your category performance in a few minutes.
Yellow Pages usage is declining. We conducted this research because of feedback from local business owners about their Yellow pages buying experience, and value they felt they were getting with the YP. Business owners said they felt “pressured” to sign contracts, and find it hard to have a good presence in the 3 books now in the market. Question: 1)What has been your YP buying experience?
Question: 1)What percentage do you think [their category] gets? Get you the Yellow Pages category worksheet, prepared in advance. According to Yellow Pages research, ____ percent of adults say they referenced the [their category] in a phone directory in 2006. Of those, _____ percent already had a name in mind, Leaving only ___________ people who didn’t have a name in mind. Question: 1)Does this surprise you? You said you were spending $_________ per year in the phone books. Based on this, you are spending $_________ per prospect in the Yellow Pages.
Now lets take a look at National Yellow Pages research, conducted by Toma in 2006. This is research conducted FOR the Yellow Pages, but they may not be sharing these statistics. This chart shows the top categories in phone directories. Question: 1)Does it surprise you that Pizza is number one? 2)When was the last time you ordered pizza? Let’s take a look at Pizza. 27% of adults nationally say they referenced Pizza in a phone book in 2006. That represents 19,332 adults in Janesville Milton 80% already had a name in mind. Leaving only 3,866 adults in Janesville/Milton who didn’t have their mind made up for Pizza. And, worse, that is divided by 3 books in Janesville! Question: 1)What kind of pizza did you order? 2)Did you look in the phone book?
Online usage is even worse. We found that online usage of Yellow Pages.com or Yellowbook.com is less than 10% per month. Question: 1)Does this surprise you? 2)Where do you think users are going online for this information? 3)Where do you go online to find information? Many users bypass Yellowpages.com all-together because they use Google and/or Yahoo for the same information.
It bears the question, where is your audience going exactly?
This is the listing for Americas Mattress. Not all businesses are listed on Yellow Pages.com and this is $27 per month according to our customers.
Let’s review what businesses get for FREE: Name, address, phone Link to website Photo Map Hours of Operation Credit cards accepted Listed in up to 5 related categories
In addition, a business may purchase ads on the front page of Gazlo like these shown here.
Within the 16 top level categories, a business can also sponsor ad positions.
Here are the examples of category ads.
Introduction: Thank you for meeting with me today.
Question: 1)In addition to building brand awareness, what are some other strengths of Creative Advertising? Elicits a response Increases store traffic Improves image Increases demand Results-driven 2)In your opinion, how is Marketplace (or even the Yellow Pages) different from Creative Advertising? End of the buying cycle Helps narrow options for the consumer Targets all audiences Marriage of all creative advertising Consumer driven – we built the site first and foremost with the consumer in mind. Increases store traffic – Your marketplace site is not “build it they will come.” It is VERY important to continue doing your creative advertising and then updating your page with this new fresh content.
Introduction: Thank you for meeting with me today.
Question: 1)Does everything look ok? Phone number, address accurate? 2)Do you have a website, doesn’t look like we have one listed, but I can add that very easily.
Here is an example of a Multimedia Complete site.
Introduction: Thank you for meeting with me today.
Introduction: Thank you for meeting with me today.
Now that we’ve looked at your site and some other great example sites, do you have any questions? Let’s review “what you get” with your Gazlo investment: Full Multimedia Website (photos, products, calendar, ads and coupons!) Unlimited Control of Your Site Direct URL (to promote in-store and in advertising) www.lawrencemarketplace.com/ yourbusiness Unlimited Keywords (search) LJWorld.com ad rotation Listed in up to 5 related categories Onsite Photography Shoot (1) Window Cling (for your storefront and vehicles) 50 Business Cards (to get you started) Hands-on training (Adrian) All I need from you is: To be actively involved in updating your page. Tell your customers about your site AND Give them a reason to visit your site. How do you think you might accomplish these things? What can you do to promote to your customers? What in-store promotion can you do? Tell your non-customers. What kind of creative ad program do you have in place? Can we redirect funds from your Yellow Pages budget to do more creative advertising? Give us your feedback. We want to know what you think about the site so please tell us.
Now that we’ve looked at your site and some other great example sites, do you have any questions? Let’s review “what you get” with your Gazlo investment: Full Multimedia Website (photos, products, calendar, ads and coupons!) Unlimited Control of Your Site Direct URL (to promote in-store and in advertising) www.lawrencemarketplace.com/ yourbusiness Unlimited Keywords (search) LJWorld.com ad rotation Listed in up to 5 related categories Onsite Photography Shoot (1) Window Cling (for your storefront and vehicles) 50 Business Cards (to get you started) Hands-on training (Adrian) All I need from you is: To be actively involved in updating your page. Tell your customers about your site AND Give them a reason to visit your site. How do you think you might accomplish these things? What can you do to promote to your customers? What in-store promotion can you do? Tell your non-customers. What kind of creative ad program do you have in place? Can we redirect funds from your Yellow Pages budget to do more creative advertising? Give us your feedback. We want to know what you think about the site so please tell us.
Introduction: Thank you for meeting with me today.
