LSA15: Selling Mobile to SMBs (What's Working Now?)
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Presentation from the 2015 Local Search Association (LSA) Conference in LA, April 20-22.
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LSA15: Selling Mobile to SMBs (What's Working Now?)
- 1. Selling Mobile to Small Businesses: What’s Working Now?
- 2. 20/20 EyeCare, P.S.C. 215 Central Avenue, Suite #101 Louisville, KY 40208 Phone: (502) 636-5766 Fax: (502) 636-5767 Website: 2020icare.com Brian Huseman Optometrist National Brands Local Businesses Transition from National to Local
- 3. Mobile Advertising Best Practices Affordable price point Quality campaigns at lower cost Stay local Attract customers where they work, live, play Strong calls to action Engaging messaging on banner and landing pages Be creative Think outside of brick and mortar Under promise, over deliver Help set expectations from the start
- 4. Affordable Price Point • Up to 20,000 banner impressions for $100/month • Up to 40,000 banner impressions for $200/month • Up to 100,000 banner impressions for $500/month For as low as $100, local advertisers get the same local targeting and day parting as large powerful brands What You Get • Custom designed banner ad and landing page • Strong calls to action • Target audience down to a 1 mile radius based off address • Only advertise during hours of operation • Monthly performance report
- 5. Stay Local Flex-FencingTM enables advertisers to effectively reach nearby potential customers by displaying mobile banner ads within a mile radius of their business and expands outward as needed based on traffic availability Flex-Fencing
- 6. Strong Calls to Action Goal Increase interest in vehicles at a local Texas car dealership Solution Target consumers in proximity to the car dealership Promote multiple offers in the creative • Banner: • $49 Down, Over 2,500 Cars in Stock • Landing Page: • Free oil changes for a year • $100 gas card with purchase of new car • Free window tint with purchase of new car Result After three months, the average cost per consumer- initiated secondary engagement = $12.50
- 7. Strong Calls to Action Goal Drive spring enrollment at community college Solution Created two landing pages and measured performance based on on- hours and off-hours Result Off-hours campaign produced 72% of the campaign’s secondary actions On-hours Landing Page Off-hours Landing Page
- 8. Be Creative Goal Increase clientele for personal injury lawyer Solution • Geo-fence 20 local hospitals to target accident victims and family members • Keep within 0.5 mile radius of locations to target Result After three months, the average cost per consumer- initiated secondary engagement = $14.23. These great results resulted in campaign renewal.
- 9. Be Creative Link banner ads to UpSnap custom landing pages, Facebook Company Pages, Twitter Profiles, company websites, or any other URLs! Direct Linking
- 10. Under Promise, Over Deliver Numbers reflect 30 days of actual campaigns with $100 monthly spend (Up to 20,000 impressions a month) Express Employment Professionals 42,145 mobile impressions 237 banner clicks per month 14 secondary actions per month Success > Double the Investment
- 11. Local Sales Channel Approach
- 12. Alison Callahan Director, Sales Solutions Mobile: (860) 573-0815 acallahan@upsnap.com