As used at UTM 2007 March ZipLocal Section D Ch 12 & Ch 13 - CCT 322 text Sales Product Training.

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

As used at UTM 2007 March

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

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

• What is ZipLocal?

• How does the site work?

• Sales Products

• Product Questions & Scenarios

Agenda

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?

• simple layout

• easy-to-use search tools

• fast and reliable results

• personalization– search– results– content

As used at UTM 2007 March

The local directory youcan 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)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)

As used at UTM 2007 March

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

As used at UTM 2007 March

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

As used at UTM 2007 March

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

17

As used at UTM 2007 March

Sales Products

• Listings Packages– ZipEnhanced– ZipPower

• Listings Options– Keywords Plus– Categories Plus

18

• Display Advertising–Banner advertising–Text advertising

As used at UTM 2007 March

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

A $XXX/month

B $XX/month

C $X/month

OttawaHamiltonMississauga

VancouverEdmontonCalgaryWinnipeg

TorontoMontreal

All other cities

As used at UTM 2007 March

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

As used at UTM 2007 March

Listings Options

24

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

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:– YellowPages.ca– Canpages.com– AskCity.com (US site)– ZipLocal.com (‘live’ email alert to come)

As used at UTM 2007 March

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

As used at UTM 2007 March

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