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Ruthless Rules of Advertising
Presented by: Patricia BladowSpecial Projects Manager, CSI Media, LLC
www.communityshoppers.com
Today’s Goals� Simple Walworth County demographics
� Population, age, income basics� Walworth County home values� Tourism
� Shopping trends; historical, changing map � Local media trends; historical� Ruthless rules of advertising� Best practices
Simple Walworth County demographics� Population
� Increase of over 20,000 residents in 15 years1990 census, 75,000 residents2000 census, 93,759 residents2005 estimate, 99,844 residents2010 projection, 107,152
� US Census Bureau Statistics
� Age: 2000 2010� Under 5 years – 19 28.6% 24.5%� 20-34 21.2% 22.9%� 35-40 15.6% 12.6%� 45-60 17.9% 26.3%� 60 and older 16.5% 13.6%� Median age 35.1 37
� US Census Bureau Statistics
Simple Walworth County demographics� Family Income 2000 2010
� $25,000 or less 13.5% (3,152 families) 19.1% (7,490 families)
� $25,000-$50,000 29.6% (6,928 families) 24.5% (9,616 families)
� $50,000-$75,000 28.9% (6,749 families) 36.5% (14,288 families)
� $75,000 and higher 28% (6,559 families) 35% (13,710 families)
� Median household income $46,353 $56,343
� US Census Bureau Statistics
Simple Walworth County demographics
� Home ValuesTop 10 Median Values by price and community
� $181,900 Fontana-on-Geneva Lake village
� 2. $177,500 Lafayette township � 3. $174,500 Linn township � 4. $174,400 Whitewater
township� 5. $172,400 LaGrange
township� 6. $171,700 East Troy
township� 7. $165,300 Troy township � 8. $157,000 Williams Bay
village � 9. $155,100 Walworth
township� 10. $147,900 Lyons township
� Wisconsin Department of Administration Statistics
Simple Walworth County demographics
� Tourism� Walworth County ranks #6 in the state of
Wisconsin for tourism spending.
� Spending increased 135% between 1994 and 2008 from $177 million to $417 million.
� Wisconsin Department of Tourism Statistics
Historical Walworth CountyShopping Trends/Options
Madison47 miles from Whitewater
Janesville20 miles from Delavan
23 miles from Whitewater
Illinois11-23 miles from Lake Geneva
Racine/ Kenosha32 miles from Lake Geneva
Waukesha/Milwaukee21/35 miles from East Troy
Changing trends in shopping� Previous options all within an
hour’s drive� New options within 15-30
minutes
Historical Walworth CountyMedia Trends
Madison
Janesville/ Rockford, IL
Chicago, IL
Racine/ Kenosha
Waukesha, Milwaukee
Advertising to Walworth County
Ruthless rules of advertising� Build a rock-solid
marketing bridge� This is everything
� Telephone� Employees� Business name� Location� Store visibility� Signage� Inventory� Parking
� Prices� Service� Quality� Image� Name recognition� General customer
perception� Marketing materials� Advertising
Ruthless rules of advertising� Build a rock-solid
marketing bridge� What is uncontrollable and you
can’t fix, address head-on in advertising
Ruthless rules of advertising� Compile an accurate
profile of your customer
� Identify your target market?
� All the advertising you can afford isn’t worth the customers you already have.
� Know what a new customer is worth to you.
Ruthless rules of advertising� Know the purpose of
advertising� To create a level of awareness
in a target market; to reach and motivate consumers so the business can realize growth
Your Business PULSE� Definition
�Propositionyou have for customers that is
�Uniqueand
�L inkedto your
�Sales/Servicesthat makes your business the most
�Effective in the market.
Ruthless Rules of Advertising� Unique Selling Proposition Samples
54%
21%
2%
2%
2%
3%
3%
13%H&R Block
John Grober CPA
Virchow Krause & Co.
Andrew Willett CPA SC
Duick & Company, SC
Nyffe ler, Paul
Other
Don't know
Accountant
Businesses less than 2% in “Other”
4%11%
2%4%4%
5%5%5%
7%7%
8%9%9%9%
11%Walworth State Bank
M&I Bank
Associated Bank
US Bank
Citizens Bank
Community Bank
First Citizen State Bank
Commercial Bank
Peoples Bank
Chase
First Financial Bank
Anchor Bank
Johnson Bank
Other
Don't know
Bank
Businesses less than 2% in “Other”
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 / Lumber
Businesses less than 2% in “Other”
60%
32%
2%
2%
4%Belinski Homes
Lake Area BuildersInc.
Thelen
Other
Don't know
Contractor - Building
Businesses less than 2% in “Other”
71%
21%
3%
5%Elkhorn Roofing
Taylor, James R. &Sons
Other
Don't know
Contractor - Roofing
Businesses less than 2% in “Other”
47%17%
2%2%2%2%
3%4%4%
8%9%Komfort Heating & Air
Peck & Weis Heating & CoolingHarkness & Hoxie
Southern Lakes Plumbing & Heating
Expert Heating & Cooling
BoltReynolds Heating AC & Refrigeration
Westenn Mechanical Contractors
All CareOther
Don't know
Heating & Air Conditioning Contractor
Businesses less than 2% in “Other”
61%15%
2%2%2%
3%4%
5%6%Prairie Tree Landscape Center
C&D Landscape ContractorsKruger Landscape & Maintenance
Bigelow LandscapingB&J Tree & Landscape Service, Inc.
J&B Garden CenterSheldon Landscape, Inc.
OtherDon't know
Landscape Contractor
Businesses less than 2% in “Other”
65%14%
2%2%2%2%2%3%
4%4%O'Leary Plumbing & Heating
Southern Lakes Plumbing & Heating
Expert Plumbing & Heating
Carlson Plumbing & Heating
Harkness & Hoxie
Solofra Plumbing & Heating
Martin's
John Statko & Sons Plumbing & Heating
Other
Don't know
Plumber
Businesses less than 2% in “Other”
Ruthless rules of advertising� Use the single most
powerful tool in local advertising� What is it that you have or do
that your competition does not have or cannot do?
Ruthless rules of advertising
� If your doors are open, you should be advertising� People shop all the time
� People move
� People forget
� People often take their time before buying
� To create a level of awareness in the consumer community� Get into a consumer’s
brain and you’ll get into his/her bank account
Increase 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 salesREMEMBER-- How likely would they be to use the business that first
came to mind?� 44% - Very likely� 45% - Somewhat likely
Ruthless rules of advertising� Budget adequately for
advertising� Include Radio, TV, newspaper,
billboards, online, direct mail
� Don’t include yellow pages.
� Separate office printing, signage and civic calendars
� Think long term for consistent results
Ruthless rules of advertising� Have a strategy
� Inform, Persuade, Remind
� Don’t advertise what you can’t deliver
Ruthless rules of advertising� A response is not a
result� Response is they saw the ad� Result is they bought something
� Don’t ask your customers what brought them in� They don’t know and they want to
be helpful.
� Position Your Business� Why are you unique?
Ruthless rules of advertising� Weak, sloppy, boring,
sleepy, careless, pointless, cookie-cutter, cliché-filled copy won’t do� For all your ________ needs
� Your number one __________
Ruthless rules of advertising� Use advertising’s most
compelling words� (you, results, free, easy,
benefits, startling, secrets, love, discovery, proven, revealed…)
Ruthless rules of advertising� Demand absolute
accountability of your advertising dollars� Track monthly; daily floor/web
traffic, average purchased, closing percentage, gross sales
� Compare same month from one year to the next
� Evaluate after four months
� Don’t forget how people remember; they forget, so remind them
Ruthless rules of advertising� Are you doing the same
thing over and over again, expecting different results?
Population Estimates
Baby Boomers1946-1965Age 43-62
79 Million
Generation Y1977-1994Age 14-31
70 Million
Generation X1961-1981Age 27-47
48 Million
Boelter + Lincoln - May 2008
Media HabitsGeneration Y Generation X Baby Boomer
(14-31)Lowest consumer of
newspaper
Average listeners of radio
Very light tv viewers
Average consumers of outdoor
High internet usage
(27-47)
Light reader of newspaper
Higher consumers of outdoor
High listeners of radio
Light tv viewers
(43-62)Heavy readers of
newspaper
Average consumers of outdoor
Average to light radio listeners
Heavy tv viewers
Boelter + Lincoln - May 2008
People still live locally.People still live locally.
� Local news
� Breaking news
� Local shopping
� Local involvement
� Local “community”
The larger Web World has a tough time reaching down into The larger Web World has a tough time reaching down into
key local issues, most particularlykey local issues, most particularly……
People are time and attention People are time and attention ““challenged.challenged.””
� 11 websites regularly used
� One or more of these Web sites are “news”oriented
� 6% of the time newspaper.com is bookmarked
� Local newspaper sites are still typically the number one local “news and information” sites visited
Best Practices
Best Practices
Best Practices