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