Local businesses’ most pressing need is TV’s best opportunity

1. “Connect, Matter, Monetize”
„Help!‟
Local businesses‟
most pressing need is
TV‟s best opportunity

2. Opportunities
 Retrans revenue expected to
triple by 2018 to $6B*
 Local political revenue grew
$1B in 2012 **
Where‟s revenue growth?
Risks …
 Networks to claim up to 60%
of retrans revenue **
 TV political budget share
shrinking, shifting to digital,
and data-driven, hyper-
targeted buys**
* USA Today 8/213 | ** TVB Forward 2013 “Future of Political Campaigns’

3. What about local growth?
Broadcasters service approximately 1 out of 15
businesses in a market.*
* Gordon Borrell, Borrell & Associates

4. What about local growth?
So where are opportunities to start a relationship
with the other 14?
“I want people to be
able to find us, our
location, and our
website.”
[visibility]

5. What about local growth?
So where are opportunities to start a relationship
with the other 14?
“What should we focus
on … Facebook,
Pinterest, Instagram?”
[social marketing]

6. What about local growth?
So where are opportunities to start a relationship
with the other 14?
“Encourage guests to
leave reviews.”
[reputation management]

7. What about local growth?
So where are opportunities to start a relationship
with the other 14?
“Mobile!”
[responsive design site]

8. What about local growth?
So where are opportunities to start a relationship
with the other 14?
“Appearing in search
engines.”
[local search]

9. What about local growth?
So where are opportunities to start a relationship
with the other 14?
“Time and personnel.”
[simple, managed for me]

10. What about local growth?
So where are opportunities to start a relationship
with the other 14?
“I am technology illiterate.”
[a trusted advisor]

11. Emotional opportunity
Local business owners are entering an uncharted,
emotionally-charged territory. And they feel …
 Fear
 Frustrated
 Embarrassed
 Distrust
 Hopeless

12. Wanted: Trusted advisor
“Local digital marketing
is hand-to-hand combat
… the key advantage is
history, brand,
recognition and trust.”
-- Gordon Henry, Deluxe Corp.
BIA Kelsey Local SMB Conference, Austin

13. “Real opportunity,
real business owners”
From the street

14. From the street
Challenge: Recently
expanded, no website,
limited visibility, no social
Debbie Head, owner
Poole Bros. Nursery
$3M annual revenue; yellow pages
advertiser

15. From the street
Challenge: Staff
management, customer
service
Ann Webb, owner
Ann Webb Skin Clinic
First review: “These are the most rude
people I’ve ever dealt with, I can’t
believe they’re still in business.”

16. From the street
Challenge: Reaching new
customers and showcase
reputation
Jessie Campbell, owner
Price Automotive
Currently owns a single two-star
Google review

17. From the street
Challenge: Customers only
move every 4.5 years
Wayne Lombard, owner
Square Cow Movers
“I don’t use the yellow pages, so I’m
not likely to advertise there. I’m going
to steer away from things I don’t
personally use.”

18. From the street
Dr. Erin Bear
Drs. Benjamin,
Bear Family
Dentistry
Sol Braverman
Newark Nut Co.
Tamara Quinn
Pulling Down the
Moon

19. How big‟s the market?
“$43.5B U.S. market for SMB
online marketing solutions”
-- Nathan Hanks, President Reach Local
• 2013 revenue $515M+
• Advertisers 23K
• Campaigns 35K
* ReachLocal Second Quarter 2013 Results

20. Why does it matter?
Because this is
how people view
a business today

21. Mobile Site
Visibility
Reputation
Social
Open the Virtual Front Door
Introduce business to
those who need their
product, service … but
don’t know them yet?

22. TV excels at events
Super Bowl
Elections
Hurricanes

23. It‟s an everyday opportunity
Helping businesses attract new customers
is the business … and it’s long-term

24. Emotional challenge
Local business owners are entering an
uncharted, emotionally-charged territory. And they
feel …
 Fear
 Frustrated
 Embarrassed
 Distrust
 Hopeless

25. So what‟s stopping us?

26. So what do we know?
Digital marketing services is big
… $43B+
It’s being pulled out of your markets
right now … $515M+
Time is now … new revenue awaits, these
new advertisers won’t

27. Next steps …

28. Next Steps …
Jim Thompson, SVP Local Sales
jthompson@worldnow.com
212.389.5197 | @jtpush2
Questions, comments?