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P U L S E P U L S E Keeping Business Alive October 8 & 9, 2007 Golden Oaks Mansion Lake Geneva

Pulse; Keeping Business Alive 2007

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New research about local business awareness

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Page 1: 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

Page 2: Pulse; Keeping Business Alive 2007

P U L S EWelcomeWelcome

Introduction to PULSESeptember 2007 MindShare

Survey and What the Results Mean

Increasing Business PULSE

Page 3: Pulse; Keeping Business Alive 2007

P U L S EIntroduction to PULSEIntroduction to PULSE

DefinitionResult ExamplesUnderstanding results

Page 4: Pulse; Keeping Business Alive 2007

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.

Page 5: Pulse; Keeping Business Alive 2007

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.

Page 6: Pulse; Keeping Business Alive 2007

P U L S EIntroduction to PULSEIntroduction to PULSE

Unique Selling Proposition Samples

Page 7: Pulse; Keeping Business Alive 2007

P U L S EIntroduction to PULSEIntroduction to PULSE

Unique Selling Proposition Samples

Page 8: Pulse; Keeping Business Alive 2007

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.

Page 9: Pulse; Keeping Business Alive 2007

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”

Page 10: Pulse; Keeping Business Alive 2007

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?

Page 11: Pulse; Keeping Business Alive 2007

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.

Page 12: Pulse; Keeping Business Alive 2007

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.

Page 13: Pulse; Keeping Business Alive 2007

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”

Page 14: Pulse; Keeping Business Alive 2007

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.

Page 15: Pulse; Keeping Business Alive 2007

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.

Page 16: Pulse; Keeping Business Alive 2007

P U L S ESeptember 2007 SurveySeptember 2007 Survey

What was the survey? Participant Demographics Results

Page 17: Pulse; Keeping Business Alive 2007

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.

Page 18: Pulse; Keeping Business Alive 2007

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

Page 19: Pulse; Keeping Business Alive 2007

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

Page 20: Pulse; Keeping Business Alive 2007

P U L S ESeptember 2007 SurveySeptember 2007 Survey

Participant Demographics– What is their gender?

• 59% - Female• 41% - Male

Page 21: Pulse; Keeping Business Alive 2007

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

Page 22: Pulse; Keeping Business Alive 2007

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%

Page 23: Pulse; Keeping Business Alive 2007

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%

Page 24: Pulse; Keeping Business Alive 2007

P U L S ESeptember 2007 SurveySeptember 2007 Survey

Results – Success Stories

Page 25: Pulse; Keeping Business Alive 2007

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”

Page 26: Pulse; Keeping Business Alive 2007

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

Page 27: Pulse; Keeping Business Alive 2007

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”

Page 28: Pulse; Keeping Business Alive 2007

P U L S EInternet Service ProviderInternet Service Provider

With many changes in the industry, Elknet still had a strong presence in the market

Page 29: Pulse; Keeping Business Alive 2007

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”

Page 30: Pulse; Keeping Business Alive 2007

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

Page 31: Pulse; Keeping Business Alive 2007

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”

Page 32: Pulse; Keeping Business Alive 2007

P U L S ERealtorRealtor

Page 33: Pulse; Keeping Business Alive 2007

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”

Page 34: Pulse; Keeping Business Alive 2007

P U L S ERestaurant - FamilyRestaurant - Family

With many restaurant options, Fiddlesticks Café entered the market strong

Page 35: Pulse; Keeping Business Alive 2007

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”

Page 36: Pulse; Keeping Business Alive 2007

P U L S ERestaurant – Fine DiningRestaurant – Fine Dining

Page 37: Pulse; Keeping Business Alive 2007

P U L S ESeptember 2007 SurveySeptember 2007 Survey

Results– Categories with low level of “Don’t Know”– Frequently used services

Page 38: Pulse; Keeping Business Alive 2007

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”

Page 39: Pulse; Keeping Business Alive 2007

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”

Page 40: Pulse; Keeping Business Alive 2007

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”

Page 41: Pulse; Keeping Business Alive 2007

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”

Page 42: Pulse; Keeping Business Alive 2007

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

Page 43: Pulse; Keeping Business Alive 2007

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”

Page 44: Pulse; Keeping Business Alive 2007

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”

Page 45: Pulse; Keeping Business Alive 2007

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”

Page 46: Pulse; Keeping Business Alive 2007

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”

Page 47: Pulse; Keeping Business Alive 2007

P U L S ESeptember 2007 SurveySeptember 2007 Survey

Results– Categories with high level of

“Don’t Know”– Less frequently used services

Page 48: Pulse; Keeping Business Alive 2007

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”

Page 49: Pulse; Keeping Business Alive 2007

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”

Page 50: Pulse; Keeping Business Alive 2007

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”

Page 51: Pulse; Keeping Business Alive 2007

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”

Page 52: Pulse; Keeping Business Alive 2007

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”

Page 53: Pulse; Keeping Business Alive 2007

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”

Page 54: Pulse; Keeping Business Alive 2007

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.

Page 55: Pulse; Keeping Business Alive 2007

P U L S EIncreasing Your PULSEIncreasing Your PULSE

ImportanceHow

Page 56: Pulse; Keeping Business Alive 2007

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

Page 57: Pulse; Keeping Business Alive 2007

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

Page 58: Pulse; Keeping Business Alive 2007

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

Page 59: Pulse; Keeping Business Alive 2007

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

Page 60: Pulse; Keeping Business Alive 2007

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

Page 61: Pulse; Keeping Business Alive 2007

P U L S EIncrease Your PULSEIncrease Your PULSE

HOW– Choose a creative media

Page 62: Pulse; Keeping Business Alive 2007

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

Page 63: Pulse; Keeping Business Alive 2007

P U L S E

Top Median Home Values by price and community

Wisconsin Department of Administration Statistics

Increase Your PULSEIncrease Your PULSE

Page 64: Pulse; Keeping Business Alive 2007

P U L S E

Madison

Janesville/ Rockford, IL

Chicago, IL

Racine/ Kenosha

Milwaukee

Increase Your PULSEIncrease Your PULSE

Media Options in Walworth County

Page 65: Pulse; Keeping Business Alive 2007

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

Page 66: Pulse; Keeping Business Alive 2007

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

Page 67: Pulse; Keeping Business Alive 2007

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.

Page 68: Pulse; Keeping Business Alive 2007

P U L S E

Thank you

for joining us today.