Presentation from the LA Digital Boot Camp for business owners April 19, 2015.

1. Identifying the Offline
Connection
Brandify:
The New Platform for
Location Marketing

2. About Me
► Twitter @ManishW2GI
• Should I change this?
• Follow me!
► Vet in Local search
• Is that possible?
• An overnight success
► Apparently crazy

3. About Us
►18 Years in Business
►Serving more than
500 Brands
►4.5 million
managed locations
►20 million analytics
rows inserted daily
Our Clients
@ManishW2GI #knowyourscore

4. Where2GetIt Mantra
@ManishW2GI #knowyourscore

5. Digital Origins

6. Sometimes Digital Marketing feels like this….

7. What success looks like…

8. Let’s not lose sight of our goals.…

9. Enjoy the process…

10. Decade of the CMO

11. Situational Marketing : Using Data to tell a story

12. The Offline Solution
Local ROI Attribution

13. THE Organizational Challenge
► The one and only challenge for the enterprise
► Understanding how location-based digital solutions affect in-store
purchases: what is the offline connection?
@ManishW2GI #knowyourscore

14. The Path to Purchase
@ManishW2GI #knowyourscore

15. The Path to Purchase
@ManishW2GI #knowyourscore

16. Solution: The Offline Connection
► Demonstrating the effectiveness of location-based marketing begins
with better measurement.
@ManishW2GI #knowyourscore

17. Metrics that Matter
Know your Brand Score

18. Local Pages as SoLoMo Hub
Local Page
Locator Mobile Locator
Organic Search
Syndication Listings
Claimed Yahoo
Listing
Claimed Google
Listing
Display Ads
AdWords
Campaign

19. The 6 Pillars of Brand Score
@ManishW2GI #knowyourscore

20. The Client: Alfred Angelo
►Retail bridal shop with 60+ locations across the US
►Serves hundreds of customers daily
►Depends on maintaining strong relationships with these local customers who
invest in bridalwear
►Has a competitor with 300+ locations
►Looking for a way to gain local competitive intelligence while servicing
customers.
@ManishW2GI #knowyourscore

21. The Challenge/ Opportunity
►CHALLENGE- Creating a campaign in the context of:
• Expanding number of locations with no solid hold on its location data for all of its
locations
• Online reviews growing at a quick rate, and unable to monitor these reviews at scale.
►OPPORTUNITY- Creating a campaign for:
• Enhance the customer experience both online and offline
• Encourage and incentivize employees within individual locations
• Allowing brand managers to monitor the stream of incoming reviews
@ManishW2GI #knowyourscore

22. The Solution
►We gave Alfred Angelo a step by step method to cleanse and ensure data
quality/incoming reviews for all locations
►Qualitatively-Brandify gave the Alfred Angelo an understanding of underlying
reasons of customer sentiment
► Quantitatively- Brandify helped Alfred Angelo digest this information by
structuring the location data sets to be understood at both a national and
individual location level.
► After providing these insights, Brandify gave Alfred Angelo competitive
insight across The Six Pillars
@ManishW2GI #knowyourscore

24. Store Locators
►Mobile traffic has reached parity with Desktop

25. Local Pages
►Strong performance with non-
branded searches
• 7 of top 10 searches are non-branded
►Average position of 3.0 in Google
search results.
►60% Mobile, 30% Desktop, 10%
Tablet
►75% of traffic coming from Google
►Yellowbook providing 4,686 inbound
links
• These URLs are fed to Yellowbook via
Syndication
• Strong organic ranking signal
Query Impressions
wedding dresses 70,559
alfred angelo 66,602
alfred angelo bridal 12,198
wedding dress 8,897
bridal gowns 7,950
wedding gowns 7,185
bridal dresses 2,511
wedding 2,447
alfred angelo locations 1,975
wedding dresses san diego 1,851
alfred angelo san antonio 1,667
alfred angelo bridesmaid 1,582
wedding dresses indianapolis 1,574
bridal shops 1,341
wedding dresses miami 1,183
wedding dresses las vegas 1,170
angelo 1,059
alfred angelo las vegas 1,046
bridal shops buffalo ny 1,035

26. Yelp – Profile Views
Trends:
1. 276% Increase over
2013 levels
2. 59% Mobile traffic
0
20
40
60
80
100
120
140
160
Yelp Location Profile Views
Profile Views 2013 Profile Views 2014

27. Brand Score – Listing Management
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
90.0
Jul Aug Sep Oct Nov Dec Jan Feb
Data Quality Score

28. Brand Score – Reviews
17.0
18.0
19.0
20.0
21.0
22.0
23.0
24.0
Jul Aug Sep Oct Nov Dec Jan Feb
Review Score

29. Yelp Reviews
0
200
400
600
800
1000
1200
1400
1600
1800
2000
Jul Aug Sep Oct Nov Dec Jan Feb
Yelp Review Count

30. Place Ratings on Google & Yelp
2.65
2.70
2.75
2.80
2.85
2.90
2.95
3.00
3.05
3.10
3.15
Jul Aug Sep Oct Nov Dec Jan Feb
Place Ratings on Google & Yelp
Average Yelp Rating Average Google Rating

31. Facebook Likes
0
500
1000
1500
2000
2500
Jul Aug Sep Oct Nov Dec Jan Feb
Facebook Pages - Like Count

32. Brand Score – Engagement
10.0
10.5
11.0
11.5
12.0
12.5
13.0
13.5
14.0
Jul Aug Sep Oct Nov Dec Jan Feb
Engagement Score

33. The Results (Quantitative)
► Overall Increase as a result of
data cleansing
► More proliferation to relevant
listings and directories
► Basis for getting found
0.0
20.0
40.0
60.0
80.0
100.0
Jul Aug Sep Oct Nov Dec Jan Feb
Data Quality Score
10.0
11.0
12.0
13.0
14.0
Jul Aug Sep Oct Nov Dec Jan Feb
Engagement Score
0
500
1000
1500
2000
Jul Aug Sep Oct Nov Dec Jan Feb
Yelp Review Count
►Steep increase after peak
season
►More engaged customers
to begin Q1 with
►Engagement as a result of
visibility on review
directories
►Month over month increase
of review count
►Increased review count
helped organic SERP
rankings
►Contributed to repeating
campaign on Google+
@ManishW2GI #knowyourscore

34. ROI
• Conversion rate indicates estimated portion of actions that result in appointments.
• Per appointment value = $700.
Action Count
Est. Conversion
Rate*
Est. Sales Notes
Business Locator
Store Info / Directions sent via
text or email
1,361 25% $238,000 E-mails & SMS sent
Yelp
Mobile Phone Calls
2,583 50% $903,700 Strong indicator of interest
Google
Various actions on listing
TBA Initiating project 2015
Social
Facebook and Foursquare
587 25% $102,200 Increase in check-ins/likes over previous monthly average
TOTAL 6,610 $1,029,700
15% attribution to W2GI $154,455
@ManishW2GI #knowyourscore

35. The Platform
Brandify

36. Discover and Analyze:
A Signal or Noise?
► Understanding the difference
between a digital signals and noise
• Gather relevant data
- Your brand/consumers
- Competitors
- Industry Influencers
@ManishW2GI #knowyourscore

37. Consumers Don’t Think Channels – Why Should you?

38. Thank you
contact@where2getit.com
888.377.2767
5101 E. La Palma Ave, Suite 107
Anaheim, CA 92807

39. MEASURING
YOUR
LOCAL
MARKETING
PROGRESS

40. Building
Blocks
of
Local
Marke3ng
Success
§ Construct
the
right
founda@on
for
a
sustainable
ROI
from
your
marke@ng
campaign
spend.
§ Where
to
go
to
assess
your
performance
of
the
key
building
blocks
§ All
free,
some
come
with
sales
calls
aKached
;)

41. Building
Blocks
of
Local
Performance
§ Presence
–
assess
your
quality
§ Claim
your
pages
in
all
of
the
cri@cal
places
that
consumers
might
discover
you
§ Keep
your
data
consistent
and
up
to
date
§ Get
the
basics
right:
§ Customer
contact
details
&
techniques
§ Answer:
what
you
do,
where
you
do
it,
when
you’re
open,
how
to
buy.
Do-­‐it-­‐yourself
Presence
Management
Service

42. Building
Blocks
of
Local
Performance
Mobile
Readiness
Word-­‐of-­‐Mouth
Performance
§ How
do
you
look
when
you’re
being
comparison
shopped?
§ Track
and
Compare
on
key
WOM
elements
§ Social
Audience
§ Campaign
Engagement
§ Customer
Reviews
§ Inbound
ChaKer
§ Do
you
look
good
to
the
mobile
50%

43. Building
Blocks
of
Local
Performance
§ The
ideal
@me
to
have/get
a
clean
customer
list.
§ Data-­‐driven
“marke@ng
automa@on”
delivers
highly
measurable
online-­‐offline
ROI,
if
you
can
connect
customers
to
transac@ons.
§ Cull
your
customers
into
“best
customer
lists”
to
create
high
efficiency
campaigns.
§ Tag
for
sub-­‐lists:
nearby,
high
spenders,
regulars,
off-­‐peak
customers,
nasty
yelpers
;)
Do-­‐it-­‐yourself
Do-­‐it-­‐for-­‐me

44. Building
Blocks
of
Local
Performance
SEM
Performance
Facebook
Advisor
§ Search
marke@ng
is
s@ll
#1
for
connec@ng
to
shopping
consumers.
Grade
your
performance
to
op@mize
your
spend.
§ Google,
Yelp,
Bing
all
have
tools
§ A
new
crop
of
FB
campaign
performance
tools
are
forming
that
make
it
easier
and
more
measurable.

45. FOR
A
COPY:
PERRY.EVANS@CLOSELY.COM
TWITTER:
@PERRYEVANS