On May 5, 2016, I spoke at the Entrepreneurial Mindset Academy on the campus of Augustana University. The course is a partnership between Augustana and the Zeal Center for Innovation and Entrepreneurship. For more information, see http://www.augie.edu/center-innovation-and-entrepreneurship/entrepreneurial-mindset-academy

1. Locals Love Us

2. 2004: The Local Best begins

3. 2011: Private Equity Partner

4. 2011: Local Love Us expansion
• 2011: Shreveport, LA; Tyler, TX; Longview, TX
• 2013: Lafayette, LA; Waco, TX
• 2014: Locals Love Franchising; Quad Cities, IA-IL
• 2015: Fargo, ND

5. LLU Program

6. The Locals Love Us Process

7. Annual Calendar

8. It Starts with Local Voting
http://vote.thelocalbest.com/sioux-falls

9. Award winners get the Heart

10. Consumers get a Free Directory

11. Businesses get Trusted Advertising
“Services businesses that
go into people’s homes
need trust. People don’t
want anyone in their home
that they don’t fully trust.
And Locals Love Us is
just like having a
neighbor say ‘trust this
company.’”
- Coy Dodd, Coy Dodd Air
Conditioning, Tyler, TX

12. Business & Consumer Trust
• For Locals Love Us to be successful, our directory has to
be trusted by and work for…
• …local consumers, who want a source of information they
can trust, and
• …local businesses, who want a better way to reach local
consumers with trusted information
• We call it…

13. Trust-Based Advertising™

14. Once Upon a Time

15. Massive Media Fragmentation

16. The Rise of Ad Avoidance
• Launched by the
FTC in 2003
• 62 million numbers
were registered in
the first 12 months
• 168 million were
registered in the first
four years

17. Give me my Internet back!

18. The DVR
A third of everything
watched on TV is viewed
later and 74% of Americans
do that so they can skip the
ads.

19. Don’t clutter my skyline!

20. I’ll give you money to go away

21. Extreme Response

22. Who we trust

23. Who we trust

24. Who we trust

25. We also trust the Crowd

26. What do we trust the most
Source: Nielsen Global Trust in Advertising Survey – 9/13

27. Trust over time
78%
92%
84%
61%
70% 68%
54%
42%
57%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2007 2012 2013
Recommendations from
people I know
Consumer Opinions posted
online
Magazine
Radio
TV
Newspaper
Source: Nielsen Global Trust in Advertising Survey 3Q 2011

28. Edelman: Who do we trust?
2015 Edelman Trust Barometer
32%
34%
40%
45%
46%
52%
53%
60%
70%
72%
Brands I don’t use
Celebrities
Elected officials
A well-known online personality
A company CEO
Employees of a company
A journalist
Companies I use
An academic expert
My friends and familyTRUSTED
NEUTRAL
DISTRUSTED

29. Forrester: Who do we trust?
Forrester: How To Build Your Brand With Branded Content

30. Does Trust lead to sales?

31. Yelp.com
• Restaurants: one-star increase = 9% revenue increase
• No increase for chain restaurants
• Chain revenue share declines as Yelp penetration increases
• Bigger impact expected in industries with less info
• Advertising Impact
• $8,000 annual revenue for Yelp.com claimed page
• $23,000 annual revenue for Yelp.com advertisers
Sources: Reviews, Reputation, and Revenue: The Case of Yelp.com & Unlocking the Digital-Marketing Potential of Small
Businesses

32. Trust-Based Advertising™
Competitors

33. Some Obvious Names

34. HomeAdvisor

35. Porch.com

36. Thumbtack

37. Amazon Services

38. Groupon Pages

39. Facebook Services

40. Google Local

41. Lots of Locals

42. Lots of Locals

43. Q&A