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.