Pulse; Keeping Business Alive 2007
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Transcript of Pulse; Keeping Business Alive 2007
P U L S EP U L S EKeeping Business Alive
October 8 & 9, 2007
Golden Oaks Mansion
Lake Geneva
P U L S EWelcomeWelcome
Introduction to PULSESeptember 2007 MindShare
Survey and What the Results Mean
Increasing Business PULSE
P U L S EIntroduction to PULSEIntroduction to PULSE
DefinitionResult ExamplesUnderstanding results
P U L S EIntroduction to PULSEIntroduction to PULSE
Definition– Pulse Research, Inc
• Portland, Oregon company with ties to Wisconsin through President and founder John Marling.
– Business PULSE• When someone needs your business do they think of
you?• How strong is your name awareness in Walworth
County?• Consumers who can’t bring the name of your company
to mind are significantly less likely to purchase your products or services.
P U L S EIntroduction to PULSEIntroduction to PULSE
Definition
–Proposition you have for customers that is
–Unique and
–Linked to your
–Sales/Services that makes your business the most
–Effective in the market.
P U L S EIntroduction to PULSEIntroduction to PULSE
Unique Selling Proposition Samples
P U L S EIntroduction to PULSEIntroduction to PULSE
Unique Selling Proposition Samples
P U L S EIntroduction to PULSEIntroduction to PULSE
Result Example One– Please tell me the first business name that
comes to mind for a Fast Food Restaurant.
P U L S E
6%
15%
3%
5%
5%
7%
14%
45%McDonald's
Culver's
Burger King
Subway
Wendy's
Taco Bell
Other
Don't know
Restaurant – Fast FoodRestaurant – Fast Food
Businesses less than 2% in “Other”
P U L S EIntroduction to PULSEIntroduction to PULSE
Example One – Understanding the results– McDonald’s is on top with 45% awareness.– Does this mean that 45% of the population
of Walworth County eats fast food only at McDonald’s?
P U L S EIntroduction to PULSEIntroduction to PULSE
Example One – Understanding the results– The key number is
– “Don’t Know” means the person had no response to the question.
– The larger this number the greater the opportunity.
P U L S EIntroduction to PULSEIntroduction to PULSE
Result Example Two– Please tell me the first business name that
comes to mind for a Realtor.
P U L S E
32%
12%
2%
2%
3%
3%
8%
10%
28%Keefe Real Estate
Century 21 (unspecified)
Shorewest Realtors
Coldwell Banker (unspecified)
ReMax (unspecified)
Rauland Real Estate Agency, Inc.
Tincher Realty
Other
Don't know
RealtorRealtor
Businesses less than 2% in “Other”
P U L S EIntroduction to PULSEIntroduction to PULSE
Example Two – Understanding the results– Keefe is on top with 28% awareness.
• It’s interesting to note: in 2000 Keefe had 8%• Century 21 had 34% in 2000
– A local company has overcome the national advertising and significantly increased their business PULSE locally.
P U L S EIntroduction to PULSEIntroduction to PULSE
Example Two – Understanding the results– HOWEVER
– Nearly one in three could not name a realtor. An opportunity exists in this category.
P U L S ESeptember 2007 SurveySeptember 2007 Survey
What was the survey? Participant Demographics Results
P U L S ESeptember 2007 SurveySeptember 2007 Survey
What was the survey?– 60 categories
• Two groups of 30 each
– 200 phone calls• Two groups of 100 each
– Same question asked• Please tell me the first business name that
comes to mind for <category>.
– Answers or no response recorded.
P U L S ESeptember 2007 SurveySeptember 2007 Survey
Participant Demographics– Where are they from?
• 19% - Delavan• 19% - Elkhorn• 18% - Lake Geneva• 12% - Whitewater• 9% - East Troy• 5% - Genoa City• 4% each - Darien, Fontana, Walworth, Williams Bay• 2% - Sharon
P U L S ESeptember 2007 SurveySeptember 2007 Survey
Participant Demographics
– What is their age?
AVERAGE
AGE – 53.4
• 4.2% - 18 to 24• 1.0% - 25 to 29• 9.4% - 30 to 34• 4.2% - 35 to 39• 15.6% - 40 to 44• 4.2% - 45 to 49• 11.5% - 50 to 54• 4.2% - 55 to 59• 10.4% - 60 to 64• 13.5% - 65 to 69 • 21.9% - 70 and over
P U L S ESeptember 2007 SurveySeptember 2007 Survey
Participant Demographics– What is their gender?
• 59% - Female• 41% - Male
P U L S ESeptember 2007 SurveySeptember 2007 Survey
Participant Demographics– How likely would they be to use the
business that first came to mind?• 44% - Very likely• 45% - Somewhat likely• 6% - Not very likely• 2% - Not at all likely• 3% - Don’t know
P U L S ESeptember 2007 SurveySeptember 2007 Survey
Participant Demographics– How much of their household shopping
dollars are spent outside of the area?• 6% - spend 0% out of the area• 34% - spend 1%-20% out of the area• 11% - spend 21%-40% out of the area• 15% - spend 41%-60% out of the area• 7% - spend 61%-80% out of the area• 14% - spend 100% out of the area• 14% - Didn’t know or refused to answer
AVERAGE PERCENT SPENT OUT OF THE AREA – 36%
P U L S ESeptember 2007 SurveySeptember 2007 Survey
Results– Low level of no response – 19 of 60
• 1-27%
– Medium level of no response – 21 of 60• 28%-50%
– High level of no response – 20 of 60• 51%-100%
P U L S ESeptember 2007 SurveySeptember 2007 Survey
Results – Success Stories
P U L S E
63%16%
2%2%2%2%
3%3%3%
4%Sperino'sThe Monte Carlo Room
American LegionJansen's
Randy's Restaurant & Funhunter's BreweryCelebration
Moose Creek Bar & GrilleThe Abbey
OtherDon't know
Banquet Hall / CateringBanquet Hall / Catering
Businesses less than 2% in “Other”
P U L S EBanquet Hall / CateringBanquet Hall / Catering
Sperino’s / Monte Carlo Room kept a strong presence even though the “Don’t Know” responses increased 25% from the last survey in 2000
They ran a dual campaign with both entities
P U L S E
29%11%
2%2%
4%
4%4%
7%7%
12%
18%Charter CommunciationsElknet Internet Services
AOLTime Warner
Geneva On-LineRoad Runner High Speed Online
AT&TComcast
VerizonOther
Don't know
Internet Service ProviderInternet Service Provider
Businesses less than 2% in “Other”
P U L S EInternet Service ProviderInternet Service Provider
With many changes in the industry, Elknet still had a strong presence in the market
P U L S E
33%13%
2%2%2%
3%3%3%
4%4%4%4%
11%12%John Deere
Home DepotMenards
SearsLowe's
True ValueJohnson Tractor
Triebold Outdoor PowerTractor Supply
Dick's Repair LG LLCToro-Wheelhorse - Lawnboy
Cub CadetOther
Don't know
Lawn & Garden EquipmentLawn & Garden Equipment
Businesses less than 2% in “Other”
P U L S ELawn & Garden EquipmentLawn & Garden Equipment
With many national names, Triebold Outdoor Power and Dick’s Repair maintained a presence in the market
P U L S E
32%
12%
2%
2%
3%
3%
8%
10%
28%Keefe Real Estate
Century 21 (unspecified)
Shorewest Realtors
Coldwell Banker (unspecified)
ReMax (unspecified)
Rauland Real Estate Agency, Inc.
Tincher Realty
Other
Don't know
RealtorRealtor
Businesses less than 2% in “Other”
P U L S ERealtorRealtor
P U L S E
17%33%
2%2%2%
3%3%3%3%
4%4%4%4%4%
5%7%Chili's
Jessica's FamilyNovak's Restaurant
Elizabeth's CafeFiddle Sticks
PerkinsSunrise Cafe
Houlihans RestaurantPopeye's Galley & Grog
Applebee'sPrincess Cafe
Giles RestaurantElk Restaurant
Olive GardenOther
Don't know
Restaurant - FamilyRestaurant - Family
Businesses less than 2% in “Other”
P U L S ERestaurant - FamilyRestaurant - Family
With many restaurant options, Fiddlesticks Café entered the market strong
P U L S E
30%29%
2%2%2%2%2%2%2%2%
3%3%3%
4%5%
7%Duck InnRandy's
Red LobsterGilbert's Restaurant
Hunt Club RestaurantThe VillageThe Abbey
Popeye's Galley & GrogFrench Country Inn
Geneva InnGrand View Restaurant & Lounge
Joseph'sLatimer House
Olive GardenOther
Don't know
Restaurant – Fine DiningRestaurant – Fine Dining
Businesses less than 2% in “Other”
P U L S ERestaurant – Fine DiningRestaurant – Fine Dining
P U L S ESeptember 2007 SurveySeptember 2007 Survey
Results– Categories with low level of “Don’t Know”– Frequently used services
P U L S E
11%
14%
3%
3%
4%
6%
7%
8%
14%
30%Sears
Lyle's TV & Appliance
Lowe's
Best Buy
American TV
Home Depot
Delavan Lakes TV & Appliance
Shumway
Other
Don't know
Appliance Sales / ServiceAppliance Sales / Service
Businesses less than 3% in “Other”
P U L S E
1%7%
2%2%
3%3%
5%7%
10%
15%18%
27%Sentry Food Stores
Pick 'N Save - Delavan
Pick 'N Save - Geneva
Frank's County Market
Wal-Mart Supercenter - Delavan
Pick 'N Save - unspecified
Supervalu - Spiegelhoff's
Woodman's
Piggly Wiggly - Schmaling
Wal-Mart Supercenter - Geneva
Other
Don't know
Grocery StoreGrocery Store
Businesses less than 2% in “Other”
P U L S E
4%
3%
2%
2%
3%
6%
9%
10%
10%
21%30%Home Depot
Lowe's
Dunn Lumber & True Value
Home Lumber Co.
Menards
Barker Lumber Co.
Stock Building Supply
True Value Hardware
Ace Hardware
Other
Don't know
Building Material / LumberBuilding Material / Lumber
Businesses less than 2% in “Other”
P U L S E
10%13%
2%2%2%2%2%2%2%
3%4%4%
5%6%6%
35%Pizza HutDomino's
Papa Murphy'sNext Door Pub
Gus' Pizza PalaceSperino's LittleTopper's Pizza
Chicago Pizza Co.Pino's PizzaRoma Pizza
Larducci PizzeriaLou Melnata's
Marino'sSkip'sOther
Don't know
PizzaPizza
Businesses less than 2% in “Other”
P U L S ESeptember 2007 SurveySeptember 2007 Survey
Results– Categories with medium level of
“Don’t Know”– Tend to have a high percentage of “other” – Many options available
P U L S E
31%32%
2%2%2%2%2%2%
3%3%3%3%
4%4%
5%Chili'sChamps' Sports Bar &
Wagon WheelBarry's Bar
New Horizons Sports CafeMar's
Moose Creek Bar & GrilleApplebee's
Chuck's Lake Shore InnRandy's
Rick's Eastside PubCharcoal Grill
Fat JacksOther
Don't know
Bar & GrillBar & Grill
Businesses less than 2% in “Other”
P U L S E
36%17%
2%2%2%2%2%
3%5%
6%8%
15%Reed FurnitureAmerican Furniture
Slumberland Furniture
Steinhafels
Delavan Furniture
Colders
Sears
Siker Furniture & BeddingIKEA
Paper Dolls Home Furnishings & Interior Design
Other
Don't know
FurnitureFurniture
Businesses less than 2% in “Other”
P U L S E
38%15%
2%2%2%3%
4%5%
6%
11%12%Hallmark - unspecified
Hallmark - Jan's Hallmark & Gift Gallery
McCullough's Prescriptions
Deakin Isle
Hallmark - Ann's Hallmark Shop
The Pharmacy Station
Wal-Mart Supercenter - Delavan
Cornerstone Shoppe
Kohl's
Other
Don't know
Gift ShopGift Shop
Businesses less than 2% in “Other”
P U L S E
47%17%
2%2%2%2%
3%4%4%
8%9%Komfort Heating & Air
Peck & Weis Heating & Cooling
Harkness & Hoxie
Southern Lakes Plumbing & Heating
Expert Heating & Cooling
Bolt
Reynolds Heating AC & Refrigeration
Westenn Mechanical Contractors
All Care
Other
Don't know
Heating & Air Conditioning ContractorHeating & Air Conditioning Contractor
Businesses less than 2% in “Other”
P U L S ESeptember 2007 SurveySeptember 2007 Survey
Results– Categories with high level of
“Don’t Know”– Less frequently used services
P U L S E
63%16%
2%2%2%2%
3%3%3%
4%Sperino'sThe Monte Carlo Room
American LegionJansen's
Randy's Restaurant & Funhunter's BreweryCelebration
Moose Creek Bar & GrilleThe Abby
OtherDon't know
Banquet Hall / CateringBanquet Hall / Catering
Businesses less than 2% in “Other”
P U L S E
74%
13%
2%
2%
2%
2%
2%
3%United Chiropractic
Advantage Chiropractic NH & W Inc.
Kaiser Chiropractic, SC
Lake Geneva Chiropractic
Stackpool Chiropractic SC
Christina Ronchetti DC
Other
Don't know
ChiropractorChiropractor
Businesses less than 2% in “Other”
P U L S E
51%
28%
2%
2%
2%
5%
10%Edward Jones
AG Edwards & Sons Inc.
Ameriprize Financial Services, Inc.
Community Bank - Delavan
UBS
Other
Don't know
Financial AdvisorFinancial Advisor
Businesses less than 2% in “Other”
P U L S E
84%
8%
2%
6%Paper Dolls
Windows & Things
Other
Don't know
Interior DecoratorInterior Decorator
Businesses less than 2% in “Other”
P U L S E
61%15%
2%
2%2%
3%
4%5%
6%Prairie Tree Landscape Center
C&D Landscape Contractors
Kruger Landscape & Maintenance
Bigelow Landscaping
B&J Tree & Landscape Service, Inc.
J&B Garden Center
Sheldon Landscape, Inc.
Other
Don't know
Landscape ContractorLandscape Contractor
Businesses less than 2% in “Other”
P U L S E
58%
9%
2%
2%
2%
5%
5%6%
11%Elkhorn Veterinary Clinic
Whitewater Veterinary Hospital
Delavan Animal Clinic (Benzon & Benstead)
Delavan Lakes Veterinary Clinic SC
Geiger Veterinary Clinic
Lake Geneva Animal Clinic
Lake Geneva Veterinary
Other
Don't know
VeterinarianVeterinarian
Businesses less than 2% in “Other”
P U L S EVeterinarianVeterinarian
This category was a surprise– Pet ownership is high– Would have expected a lower rate of “Don’t
Know”
The SUCCESS of this category includes– Elkhorn Veterinary Clinic– Delavan Animal Clinic
Notice Geiger, a closed business still has a presence in the Veterinarian category.
P U L S EIncreasing Your PULSEIncreasing Your PULSE
ImportanceHow
P U L S EIncrease Your PULSEIncrease Your PULSE
Importance– Increase Awareness
• Potential buyers or repeat customers buy more often from those they know
– Increase Sales• The more awareness a business has, the
greater their potential for regular or increased sales
REMEMBER-- How likely would they be to use the business that first came to mind?
• 44% - Very likely• 45% - Somewhat likely
P U L S EIncrease Your PULSEIncrease Your PULSE
HOW ---– Many choose Yellow Pages
– HERE’S WHAT YOU SHOULD SERIOUSLY CONSIDER FOR PHONE BOOK ADVERTISING
P U L S EIncrease Your PULSEIncrease Your PULSE
1%
2%
11%
12%
16%
21%
22%Monthly
Less than monthly
Couple of times a week
Weekly
Never
Daily
Don't know
Yellow Pages Use in Walworth County
P U L S EIncrease Your PULSEIncrease Your PULSE
Yellow Pages Use in Walworth County
1%
1%
2%
3%
9%
11%
16%
48%
68%Look up phone numbers
Find a business
Get addresses
Look up a zip code
Make a buying decision
Sales leads
Look up prefix
Other
Don't know
P U L S EIncrease Your PULSEIncrease Your PULSE
Phone Book Recommendation– Listing; bold
• 68% are going to the phone book to look up a phone number
• Your business should be there
Yellow Pages is a reference book not a creative advertising tool
Advertise frequently and creatively in other areas
P U L S EIncrease Your PULSEIncrease Your PULSE
HOW– Choose a creative media
P U L S EIncrease Your PULSEIncrease Your PULSE
1%
1%
4%
10%
35%
49%Television
Newspaper
Internet
Radio
Other
Don't know
Media Use in Walworth County
P U L S E
Top Median Home Values by price and community
Wisconsin Department of Administration Statistics
Increase Your PULSEIncrease Your PULSE
P U L S E
Madison
Janesville/ Rockford, IL
Chicago, IL
Racine/ Kenosha
Milwaukee
Increase Your PULSEIncrease Your PULSE
Media Options in Walworth County
P U L S E
Madison47 miles from Whitewater
Janesville20 miles from Delavan
23 miles from Whitewater Illinois
11-23 miles from Lake Geneva
Racine/ Kenosha32 miles from Lake Geneva
Waukesha/Milwaukee21/35 miles from East Troy
Increase Your PULSEIncrease Your PULSE
Shopping Options for Walworth County
P U L S E
New national retail– Benefit- keeps
shoppers local– Risk- pulls
customers from local businesses UNLESS…
Increase Your PULSEIncrease Your PULSE
Increased Shopping Options for Walworth County
P U L S EPULSEPULSE
Definition
–Proposition you have for customers that is
–Unique and
–Linked to your
–Sales/Services that makes your business the most
–Effective in the market.
P U L S E
Thank you
for joining us today.