1. Grow Your Business!
Welcome to the Seminar
August 7, 2013

2. Agenda…
• Changing Consumers Habits Create Opportunity
• Search & Shopping
• Social Media
• Peer Commenting, Ratings & Reviews
• Mobile
• Video
• Opportunities for Local Merchants
• 2013 Business Outlook
• New Customer Acquisition
• Customer Retention

3. Digital Media Strategies
For Acquiring and Retaining Customers
1. Make sure you Get Found by Consumers
Actively Searching Online for your products &
Services on leading sites like Google.
2. Leverage Social Media Best Practices to
Drive More Repeat and Referral Business
from existing clients
3. Leverage Precise Targeting Capabilities to
reach Consumers Most Likely to be
interested in your Products & Services
Social is Digital
Word of Mouth!

5. Who is Online?
Everyone!
Every Demo well represented
Your Best Potential Customers
Higher Income, Better Educated
No Income, No education
Take your Pick!

9. Some of the Marketing tools
we used to employ are
no longer effective

10. National Opt Out Site for Consumers who don’t want them delivered anymore

11. Google is the New Yellow Pages

12. We Search & Discover Online –
Shop Local & In-Store

13. Just Googling it

15. 95% of Web Traffic is generate from
Page One Results

16. 95% of consumers never go past
the first page of their search
result. Every business needs to
know:
1. What Page are we on for
our Best Keywords?
2. Where is our Competition?
Google does a great job of
returning relevant search results.

17. Although some believe Google is the 2nd Best Source of Information 

18. Welcome to the
Mobile Revolution

22. A Show of Hands
➙ Who here has:
 unopened email in
inbox?
 unopened texts in
inbox?
 Used smartphone to
look for local info?
 used their smartphone
to access the internet
while shopping?

23. The Age of Mobile
➙ You’re in good company…
 90% of text messages are read
<3 minutes1
 94% of users look for local
information on their phone
and 90% take action as a
result2
 Mobile coupons are 10x more
likely to be opened3
Sources: May 2012, 1) Luxury Daily, 2) Google, Our Mobile Planet: United States, Understanding the Mobile Customer, 3)Mobile Commerce Daily

24. +60% among 18-49 year olds
+68% among HH Income $75+

26. Local Consumers in “Action Mode” when
conducting Mobile Search

28. Estimated that 85% of Local Biz Don’t
Have Mobile Optimized Websites

29. “The number of calls to U.S.-based businesses will increase by 107% in the
next 17 months.” – BIA Kelsey
• Mobile is about to unleash a massive increase in call-based
advertising…which will be so vast that many established companies will
scramble
• 61% of Local Merchants rate inbound telephone calls as excellent leads.
• Call conversion from a local search on a desktop local is 7%, once the
landing page is viewed, compared with 57% from a mobile device
• U.S. Businesses will receive 70 billion calls from mobile devices by 2016.
Today the number is 20 billion. By the end of 2013 81% of all the calls
businesses receive will originate from mobile phones.
Mobile Driving Increased # of Valuable Leads

30. American pets
have bitten,
chewed, licked,
drooled upon (or
worse) more than 8
million devices this
past year. -SquareTrade
Everyone Loves a Good Mobile Device!

33. Mobile views on YouTube are now more than 1 billion views each day.
Since 2010, mobile device traffic to YouTube has more than tripled.

34. 1. It’s now very affordable to “Broadcast” your
Infomercial or How to Video to a very large potential
audience.
2. YouTube Videos are an incredible Source of Content
that get indexed well on sites like Google (did we
mention that Google owns YouTube?)
3. Video is an incredible Source of Quality Content for
Social Media and Your Website – a great way to
communicate with current and future customers
What this means
for Local Merchants

37. Viral Power of Social Media
Average # of Friends by Generation

38. NOW OVER ONE BILLION MONTHLY !!
55-64 year old
women are
fastest growing
segment

39. Google + Social Network Experiencing Rapid Growth
Google+, like YouTube…great way to significantly
improve your Page Rankings!
Adding 22M
New Users
per month
400M!!

40. Reached 200 Million Members January 2013

42. Online Ratings & Reviews are Shaping
Consumer Shopping Habits

44. and they’re sharing those
opinions everywhere

49. The Zero Moment
of Truth
They have fundamentally changed the Rules of
Marketing and the way Merchants need to approach
Connecting with them to earn their business.
Clearly, The Consumer
is now in Charge!
Our friends at Google call this....

50. The Traditional Model

51. The New Zero Moment of Truth

52. MERCHANT

54. " You'd never set up an 800# for your business
with nobody to answer the Phone. The Internet is
that 800# and its been set up for you even though
you didn't ask for it! People are "calling" you with
their web searches everyday. If People search for
your product or services and you don't "answer"
that search...who do you think will?"
- Jim Lecisnki, Managing Director Google

55. What does ZMOT mean for Merchants?
• You only get one chance to make a great first
impression
• You have to be ready for when Consumers come
looking for you on whatever device they are using.
• You have to be aware and respond and learn
from what Consumers are saying about your
business online.
• With Mobile...the MOTS - Moments of Truths - are
merging...when consumers can search, decide,
buy and share all at once!

56. Are You Ready?

57. Grow Your Business!
2013 Business Outlook

66. Where do Merchants
Plan to Invest?
#1 & 2 – Need Help with Website!

67. Grow Your Business!
Leveraging Digital to Grow Your Business

68. Action Items: Things you can do TODAY
to improve your online presence
• Claim your local business listings
• Fully Enhance your profile page
• Get Customer Reviews
• Start/update your Blog
• Create a Video and Post on YouTube
• Consistent Social Media Posts including
Google +
• Optimize your Web & Mobile presence

69. Congratulations! The Number One Website in the
World wants to give everyone in this room a FREE
listing and profile page

70. • Claim your listings! (only 37% have)
• Add Content to your listings –
(photos, video, complete list of all
services)
• Make it easy for customers to review
your business
The Google 7 Pack – 3 Things You Need to Do
GET ON
THE MAP

71. Great Example of a claimed and optimized listing

72. Google +
Optimized
Local Listing
• Social Posts
• Photos
• Videos

73. Search Engine
Marketing drives 64%
of Page One Clicks for
Consumers looking
to Purchase

74. Get Reviews for
Better Places
Listing Ranking
Customer Referral Cards are Easy &
Inexpensive to Create

75. Even a small
incentive can pay
big rewards
toward future
repeat business!

76. Beyond the Big Three – Claim and Verify your Listings
Make sure your data is 100% correct on top search engines, social media and directory
sites…so consumers can connect with you from their desktop or on the go via their Smart
Phone or Tablet! Correct listing data is also important for improving your site SEO!

77. Keeping your data clean and up to date is key.
There are a lot of databases on the web!

78. Online Videos are a
Great Way to get
High Page Ranking

79. Top Ten Reasons you Need
need a Quality Web & Mobile Site
1. You only get one chance to make a Great First
Impression!
2. Professional Image – level playing field
3. Be Open for Biz 24/7 – instant Customer Gratification
4. Connect with on the go Consumers
5. Sell Products
6. Promote Services
7. It’s Your Online Brochure update-able any time
8. Generate Leads
9. Stay Connected to your Best Customers with your
Blog
10. Great Recruiting Tool

80. Smart Phone Friendly Mobile Sites that Match
Look and Feel of Main Website

83. 3 Ways to Grow Sales
1. Get More Customers
2. Raise Profit Per Sale
3. Increase Customer Frequency by Staying Top
of Mind.
One of these is easier than the other two.

84. Why Businesses Lose Customers
• 1% Die
• 3% Move Away
• 5% Form other relationships
• 9% Leave for Competitive Reasons
• 14% Due to Product Dissatisfaction
• 68% Stop buying because of attitude or
feeling of indifference

85. Create a Customer Loyalty & Referral Program
“What would it mean for your Business if Your Current
Customers Shopped with you one more time a month?”
“What it would mean for your Business if your Happy
Customers became your best salespeople…telling all of their
friends how much they love your products & services?
News of Your Store Via Multiple Channels Your Happy Customers

86. Social Media Drives More Repeat & Referral Business
Free or Nearly Things You Can Do!
• Most Important: Commit to the Content!
– Consistent, varied two way communication via multiple
channels. If you don’t have time, find someone who
does.
• Improve/Create Your Social Presence – Facebook,
Twitter & Google+, LinkedIn – they all are free!
• Use offline promotion to drive online fans
• Create Online Contests to grow your fan base
• Add Social links to all web promotions (site, email,
video, PR etc)

87. Great Social Content goes well beyond
Promotional Offers
Rule of Threes
1. Valuable Tips & Ideas
– Position yourself as expert
– Connect to complimentary businesses
– Success Stories
2. Establish Community
– Recognize customers
– Recognize employees
– Recognize Community Events & Your Charitable Efforts
3. Promotions and Special Offers
– Loyalty Club Offers
– Sync Offline with online

90. Right About Now…You Might be Thinking….
Wow – that’s a lot of Stuff!
I’m already so busy Running my Business!

91. We Offer Turn Key Solutions for helping you
Leverage Digital Media to Grow your Business
• Choose from Variety of Value Priced Packages
• Or, we can customize a program based on your needs
• Special Incentives for Seminar Attendees!

92. 1. Make sure you Get Found and Make a Great
First Impression with Consumers Actively
Searching for your products and services via any
device
2. Create a feeling of community with your Best
Customers via Social Media, Email and Text to
Drive More Repeat and Referral Business
3. Take advantage of Highly Targeted Marketing
options to reach the best potential New
Customers most likely to be interested in your
products & services
Social is Digital
Word of Mouth!
Ways we help Your Business Grow

93. Affordable Web, Mobile, Social, Video

94. Features High Visibility
High Visibility
+ Mobile
Local Business Listings
(Google, Yahoo!, Bing)
30-Day Enhanced Dispatch BizList
Enhanced Listings on Top 150
Directory, Social & Search Sites
Reputation Management
Custom YouTube Channel & Series of
4 Montage Videos
Optimized Mobile Website
Self-Serve Text Messaging Platform
Package Pricing
$399 Set-Up &
$319 per Month
$349 Set-Up &
$269 per Month
“Digital Visibility Packages”

96. There are hundreds of local business listings out there!
Make sure your data is 100% correct on these top search engines, social media and
directory sites…so consumers can connect with you from their desktop or on the go via
their Smart Phone or Tablet! Correct listing data is also important for improving your
site SEO and improving your online visibility!
We claim Your Local Business Listings

97. Tell the Story of Your Business using
Sight, Sound and Emotion!
• We create One 60-90 second each quarter
• Custom YouTube Channel
• Professional voice talent, scripting
• High Quality Images
• Choice of Music bed
• Optimized for 5 Best Search Key words
targeted to your local city
• Links to website, social media
Custom Video Series

98. Reputation
Management
Real time reports let you
know instantly when there
has been praise or a
problem, so you can
demonstrate your
responsiveness and
customer service
We Monitor Your Online Reputation!

99. “Social Visibility Packages”
Features
Basic Social +
High Visibility
Basic Social + High
Visibility + Mobile
Social Loyalty +
High Visibility +
Mobile
Local Business Listings (Google,
Yahoo!, Bing)
30-Day Enhanced
Dispatch BizList
Enhanced Listings on Top 150 Directory, Social
& Search Sites
Reputation Management
Custom YouTube Channel
& Series of 4 Montage Videos
Optimized Mobile Website
Self-Serve Text Messaging Platform
Set-up & Management of Facebook, Twitter &
Google+
Two Additional Social Media Sites
Text Messaging Campaign Management
Manage Blog & E-Newsletter
In-Store Collateral
Reporting Dashboard
Package Pricing $399 Set-Up &
$469 per Month
$349 Set-Up &
$439 per Month
$599 Set-Up &
$509 per Month

100. Create a Customer Loyalty & Referral Program
“What would it mean for your Business if Your Current
Customers Shopped with you one more time a month?”
“What it would mean for your Business if your Happy
Customers became your best salespeople…telling all of their
friends how much they love your products & services?
News of Your Store Via Multiple Channels Your Happy Customers

101. • Give Value added tips and ideas that position you as expert
• Share Photos & Videos – before/after, new products etc.
• Provide Loyalty rewards only for followers
• Post Success stories, positive reviews
• Post Customer Recognition
• Share Employee and Vendor Partner Recognition
• Talk about Community Involvement and Giving Back
• Yes, sync off line marketing promotional messages but don’t over do it
Stay Connected with Social, Email, Text
Marketing &
Social Media Calendar
Distribute
Messages via
Social, Video,
Blog, Text &
Email Channels
Create a Social
Loyalty
Marketing
Calendar with
the above
suggestions

102. “My Son Eating Pizza as Big as his head!”

103. 0
100
200
300
400
500
600
700
800
The Food Truck Festival-
People Were Talking it Up Daily
Total Reach: 22,325 People!

104. Click image below to access Facebook page

108. In Store Signage Referral Cards

109. “Digital Premium Packages”
Features Website + Mobile
+ High Visibility
“Best of the Web” “Digital Premium”
“Basic Visibility” (Google, Yahoo!, Bing
listings; BizList)
Enhanced Listings on Top 150 Directory,
Social & Search Sites
Reputation
Management
Custom YouTube Channel
& Series of 4 Montage Videos
Optimized
Mobile Website
Self-Serve
Text Messaging
Set-up & Management of Facebook,
Twitter & Google+
2 Additional Social Media Sites
Text Messaging Campaign Management
Manage Blog & Monthly
E-Newsletter
In-Store Collateral
(table tents, signage, etc.)
Custom
4-Page Website
Reporting
Dashboard
Package
Pricing
$1,299 Set-Up &
$599 per Month
$849 Set-Up &
$389 per Month
$649 Set-Up &
$299 per Month

118. Complete Reporting to Measure the Growth of your Website
Set up for all packages to benchmark traffic growth to client website

119. Variety of Targeting Options

120. +
Reach local consumers on our site as well as premium regional and national sites with a
message targeted by Demographic , Behavior, Search, Context and more
Drill deep into Vertical Audience Categories that include:
Premium Audience Network

121. Single Ad Buy reaches targeted
audience across smartphones, tablets,
laptops and work/home PC’s.
Reach Consumers on any Device

122. Reach Consumers Near your Store
Mobile Geo Fencing pinpoints customers when they are near
your store and serves them ads relevant to their location

123. 1
Consumer performs
a Keyword Search &
is anonymously
“cookied” for their
search term.
2
Consumer later visits their favorite
sites on the Web and is served your
ad based on their past search history
Search Retargeting Increases Efficiency
Your Online Display targets potential
customers who have been actively
searching for your products and
services. Ads are served based on
Brand Names Searched and also
Competitors Searched. Ads are Geo
Targeted to reach local consumers.
Ads appear on Brand Safe Premium
Publishers sites reaching your target
audience as the move across the
internet. Dynamic ads can include video
and link to your home page , special
offers, Product pages and more.
Best Hybrids
Reach Consumers Actively Searching
Reach Consumers ACTIVELY Searching for your Products & Services

124. Site Retargeting reaches potential customers who have
already Visited your Website and invites them back.
Site ReTargeting

125. Facebook Targeting & Re-Targeting
Target Consumers by variety of demos…or retarget those that have already been to your site

126. We create a Custom Email Marketing Campaign
targeted to in-box of your best potential customers.
Features include:
• Email is designed to match overall look/feel of your
existing marketing efforts.
• Email layout is re-usable to create common theme
and design for ongoing monthly campaigns
• We follow best email practices – including best
subject lines, calls to action and offering car buyers
multiple links to New, Used and Service specials.
Targeting Options:
• Geo target down to the zip code level
• Target by variety of Demos – HH Income, Gender,
Age, Ethnicity, Children in the Home etc
• B2B Targeting
• Target by purchase intent – ex: in market for car
Targeted Email Strategies
SAMPLE EMAIL

127. GETTING RESULTS: DEMOGRAPHIC TARGETING
• Age
• Gender
• Ethnicity
• Occupation
• Education
• Language
• Religion
• Marital Status
• Presence of Children
• Number of Children
• Income: Est. HH.
• Net Worth
• Homeowner/Renter
• Home Market Value
• Dwelling Type
• Length of Residence
• Presence of Pet
• Veteran
Targeted E-Mail Options

128. Email Marketing Drives Results!
Over 1600 potential customers delivered
to client’s website!

129. Get Your Free Digital
Check Up!
No obligation 3 Point Inspection!
1. Free Visibility Report
2. Reputation Survey
3. Mobile Site Survey
Find Out What’s Being Said About You Online!
What’s Your Find-a-bility? How do you Rank vs. your Competition?
Visibility Report shows how and if consumers find you online.
What’s Your Online Reputation? Find out what consumer sentiment is about
your business…and if the buzz is good (or not!)
Ready for Mobile Consumers? How does your site look on a Smart Phone?
Is it easy to dial your number, get directions to your business?
High Road Digital is pleased to provide the following reports to help Local Businesses
get a clear picture of how they appear to consumers searching
for them online.

130. What’s Next:
1. Set Appointment Now to Review Your
Online Visibility & Reputation Audit Report
2. Earn Special Incentive: Anyone who signs
up for a package in next two, will earn 15% off
entire contract.

131. Who Wants to Win?

132. Contact Your Dispatch Digital Representative
or
Vanessa Warner - vmicic@dispatch.com
Stephanie Slagle - sslagle@dispatch.com
Mike Stone - mstone@dispatch.com