HOME IMPROVEMENT - RAB.come).pdf · other Home Improvement retail stores/providers that their...

F.C.T. Report: Home ImprovementRAB Webinar, January, 2014

Radio Advertising Bureau, www.rab.comPresslaff Interactive Revenue, www.presslaff.com

Copyright 2014

Radio Advertising Webinar

Tammy GreenbergSVP/Business DevelopmentRadio Advertising Bureau

HOME IMPROVEMENTRAB F.C.T. Report:

2

© 2014 BIA/Kelsey. All Rights Reserved.



Michelle NovakManager of Client Sales & Services

Presslaff Interactive Revenue



Copyright 2014

Your home. Your Voice.

Survey Results.

If You Target These Businesses/Categories:

• Appliance Stores• Nurseries• Windows/Doors• Roofers• Garage• Lumber Yards• Hardware Stores• Realtors• Banks• Home Security• Electrical• HVAC

• General/Specific Contractors • Landscape • Interior Design• Painters• Lighting Stores• Tile Stores• Carpet • Hardwood/Flooring• Furniture • Home Theater • Patio/Outdoor Furniture • Solar

You’re in the right place….



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F.C.T. Report Purpose: Provide local stations with sales oriented data on listeners’ brand and product preferences, interests and purchase intentions. Provide national and local results for local station sales purposes.

Method: Online Survey. Compilation of local station respondents into one national survey. RAB provided one $500 AMEX gift card as incentive.

Industry Participation: 134 stations representing 31 groups, resulting in over 12,300 respondents.

Survey Dates: October 29 – November 19, 2013

Winner: An Alpha Radio, Portland (KUPL) Listener

F.C.T. Report Overview



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Results by All

MaleFemale18‐3435‐5455+

Data re‐weighted against national census courtesy of Edison Media

Do you own your home?

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

I own I rent I live with arelative or friend

I plan to buy ahome in the next

year

All

Male

Female

18‐34

35‐54

55+

You are reaching HOME OWNERS:U.S. Census home ownership ‐ 65.3%.

Respondents over 75%



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Homeowners planning to add a room to their home…

0%

5%

10%

15%

20%

25%

30%

35%

All Male Female 18‐34 35‐54 55+

Patio Bathroom Different Bedroom Home Great Den Dining Deck Room Office Room RoomPorch

Spring campaigns for:Deck ‐Walkway ContractorsLumber‐Furniture – Fire Pits

Top 5 Interior upgrades: (Homeowners Only)

0%

10%

20%

30%

40%

50%

60%

Bathroom Kitchen Paint or wallpaperinterior room(s)

Replace orrefinish flooring

Replace or addcarpeting


Bathrooms: Top Upgrade.Second for Room Additions:

Fixtures‐Lighting‐Cabinets‐Tile‐Electrical‐Hardware



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Of those planning to Upgrade Kitchen: 54% Also Looking to Upgrade Bathroom

Of those planning to Upgrade Bathroom: 50% Also Looking to Upgrade Kitchen

0%

10%

20%

30%

40%

50%

60%

Kitchen0%

10%

20%

30%

40%

50%

60%

Bathroom

All

Big payoff:Work this group, get two for

one!

Additional Interior upgrades:(Homeowner Only)

0%

5%

10%

15%

20%

25%

30%

Appliances Fixtures WindowTreatment

OrganizeClosets

Basement MasterBdrm

Lighting Tiling LivingRoom

All Male Female 18‐34 35‐54 55+1 in 4 18‐34 looking for

appliances, fixtures, window treatments.



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Top 5 Exterior upgrades: (Homeowner Only)

0%

5%

10%

15%

20%

25%

30%

35%

40%All Male Female

Landscaping Paint Fencing Walkways Windows Power Wash Sidewalks Skylights

Driveways

Sew the seeds now for Spring.

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%All Male Female

Additional Exterior upgrades: (Homeowner Only)

Gutters Doors Roof Lighting Garage Siding PoolDownspouts Whirlpool/Tub

Think about promotions: Should it be the Landscape Makeover

or Fantasy Garage?



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0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20% All Male Female 18‐34 35‐54 55+

Are you thinking about any of these specific improvements?

A/C Insulation Electrical Heat Plumbing Water Fireplace Solar Stove OtherHeater Panels (Wood/

Propane/Coal)

Package with Tax Time and energy incentives.

0%

10%

20%

30%

40%

50%

60%

Yes No Doesn't matter Doesn't apply


Are you looking for environmentally friendly/“green” products?

It’s kind of easy to be green.Good info for copy.



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0%

5%

10%

15%

20%

25%

30%

35%

40%

In the next 3months

In the next 6months

In the next year Not sure Not planning onmaking any

improvements atthis time


When are you thinking about making these improvements?

Start the campaigns now to reach immediate and longer term

planners.

0%

5%

10%

15%

20%

25%

30% All 3 mos 6 mos 1 year

How much are you planning to spend?(All Respondents, those starting projects in 3,6, 12 months)

Under $1000 ‐ $2500 ‐ $5000 ‐ $10,000 ‐ $25,000 ‐ $50,000 Haven’t set$1000 $2500 $5000 $10,000 $25,000 $50,000 Plus a Budget

Educate with Video. Email. Client Seminars:

How to Budget for HomeImprovements



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0%

10%

20%

30%

40%

50%

60%

70%All Male Female 18‐34 35‐54 55+

How do get your home improvement work done?

DIY Purchase Materials Use Co. where Some DIY Hire Contractors Contractor Does Materials Some Contractor for ALL Work

Work Purchased

Advertisers should help the DIY DO IT:Tips and expertise spots/emails/videos

On Site Seminars

0%

10%

20%

30%

40%

50%

60%

70%

80%

90% All Male Female 18‐34 35‐54 55+

Where Do You Shop for Your Home Improvement Needs?

Home Lowe’s ACE Discount Local Menards Local Online Best Buy TruValue Local Other Direct None Depot Dept. Hardware Lumber Appliance of the

Stores Yard Store Above

Big Box no surprise.Local can lead by becoming the

expert.



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What factors do you consider when choosing a contractor?

0%

10%

20%

30%

40%

50%

60%

70%

80%All Male Female 18‐34 35‐54 55+

Rep‐ Pricing Referrals Licensed Avail‐ BBB Referrals Online Sales Locationutation Family ability Accred Pros Reviews

Friends

Big Marketing Take Homes!Good for on air copy.

Off air: Reputation Management Project

Source for information on home remodeling projects?Top 4 by far…

0%

10%

20%

30%

40%

50%

60%

Online Search Ask friends forrecommendations/referrals

Watch home remodeling tvshows

Big chain home improvementstores


Share info with Clients.Use in campaigns.



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Advertising influences on home improvement projects? (Of those choosing a type…)

.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%


Radio Television Newspaper Online Magazines Other Social Yellow Media Pages

Radio High. Social Low.Perfect info forMedia Planners.

Favorite radio station personalities commercials impact on trust…

0%

10%

20%

30%

40%

50%

60%

The same More I don't know Less


Get your personalities involved!



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Opt In For follow up information:

0%

10%

20%

30%

40%

50%

60%

70%

80%

Yes No

All

All

Almost 1/3 ready and willing to be marketed to!

Building Your Sales Plan:

Use information to get in the door with multiple businesses

Highlight the high home ownership of radio listener respondents

Note kitchens and bathrooms‐ big interest, big dollars and big overlap.

DIY is huge opportunity: “Tools and Tips Campaign”Personality as expertStore seminarsEventsWhat You Need to Know: Zoning, Permits



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Timing is everything: Respondents ready NOW and LATER…

Spring: Patios/Landscaping/ACFall: Heating, Insulation, Fireplaces, Wood Stoves

Think outside the box:Financing for projects? BanksSecurity systems for upgraded homeDesigners: Creating the perfect kitchen on an imperfect budgetRealtors: High 18‐34 mean possible upgrade?


Marketing and Campaign Ideas: ¼ haven’t set a budget. ¼ aren’t sure when to start. Need for Education:

How to BudgetHow to PlanWhere to Start?Vignettes

TARGETING: If you participated in the Report, use your data to targetspecific offers, based on specific interests.



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Home Improvement Case Study

IssueLarge Home Improvement retailer pulled advertising from the station. They did not believe that the station had listeners who were interested in doing Home Improvements or interested in shopping there.

ChallengeDemonstrate that client should continue advertising on the station & show other Home Improvement retail stores/providers that their audience is a viable target.

Database SolutionPut together a Home Improvement Survey to collect information on station listeners, their plans for Home Improvement projects and where they shop for Home Improvement supplies/services.

Country Radio Station

Mid‐sized Market

Result = New On‐Air and Email Marketing Ad Dollars

• Presented the results of the survey to potential Home Improvement clients

• Created Sales Sheet highlighting survey results

• Created Sales Package offering clients the chance to send targeted emails to listeners based on their Home Improvement interests given in the survey.

The Results



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The Sales Successes

Set Appointment Sales Reps set appointments with advertisers to share a unique opportunity to directly reach qualified consumers looking to do home improvement product.

Share DataShare results of survey, particularly focusing on two data points:

‐ Qualified respondents planning the specific type of home improvement project that business provides

‐ Opted‐in members looking in saving money on their project

The Sales Successes

Offer

‐ Email qualified consumers who opted‐in for more home improvement information. Email included a special savings offer or incentive to contact the advertiser and consider a purchase.

‐ The opportunity to reach a larger audience with a traditional advertising campaign in order to reach other likely customers who weren’t represented in the survey.

Set ExpectationsSmall numbers are ok..these are qualified customers who are ready to buy.

‐ Ask how many people do you need to get through the door of your business?

‐ Ask for a specific sales target/goal?



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The Results

• In one month, station sold 4 targeted emails to 3 different clients. (Gutter company, Roofing company, Energy Efficient specialist)

• The station also received new on‐air advertising dollars from other Home Improvement retailers and providers.

Targeted Emails

• Station charged flat fee to advertisers for sending emails to survey participants with interest in the specific type of home improvement provided by the advertiser.

• The sales team worked with advertisers to create the special savings offer which would provide the greatest incentive for calling the business to set an appointment and ultimately make a purchase.

The Sales Successes

• Survey Participants Needing New Gutters

• Sent To – 105 Respondents

• Open Rate – 54.29%

The Targeted Emails



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• Survey Participants Needing New Residential or Commercial Roof



The Targeted Emails

• Survey Participants Needing New Storm Doors



The Targeted Emails



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• Survey Participants Needing New Energy Efficient Furnace or Water Heater



The Targeted Emails

• Happy Clients received Highly Qualified Prospects

• Station back in business with multiple home improvement advertisers.

End of the Story…



Copyright 2014

39

© 2014 BIA/Kelsey. All Rights Reserved.



RAB Member [email protected]@rab.com

Tammy GreenbergSVP/Business DevelopmentRadio Advertising [email protected]

Michelle NovakManager of Client Sales & ServicesPresslaff Interactive [email protected]

HOME IMPROVEMENT - RAB.come).pdf · other Home Improvement retail stores/providers that their...

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