Seattle WA September 19, 2013 - TownNewsbloximages.newyork1.vip.townnews.com/pnna.com/... ·...

Seattle WA

September 19, 2013

Source: © Borrell Associates, Inc. SMB Survey Wave 10, Q3-4 2012

Are we having fun yet?


Dude, where’s my money?

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=_N7uO50SD7WBQM&tbnid=5-WjDZUQWSSJ3M:&ved=0CAUQjRw&url=http%3A%2F%2Faskville.amazon.com%2Fmoney-movie-Dude-Car-gross%2FAnswerViewer.do%3FrequestId%3D12857754&ei=ZFU7Up6NM-OIiAKBnIHIAQ&bvm=bv.52434380,d.cGE&psig=AFQjCNGptEh_hEhkvnLgeXb7ZkYDnm16xw&ust=1379706572466178


Where are we going so fast?


Not fun, less money….


Unrelenting Competitive Sales Pressure Continues

3. Many different media work to earn your business as an advertiser. In an average month, how many total attempts are made to speak with or reach

you about any advertising opportunity? N = 752

4. In an average month, how many advertising sales people do you speak to, in person or on the phone, among these incoming efforts? N = 778

Attempts:

Mean : 18.2

Median :10

Pitches Taken:

Mean : 6.6


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1. To begin, in how many different media outlets do you currently advertise? N = 843

2. Compared with what you spent on advertising in 2012, will you spend more money, less money, or about the same in 2013? N = 775

YOY Spending Expected To Grow Moderately

0%

20%

40%

60%

Spend more money

Spend the same amount

Spend less money

Don't know

Plans

0% 10% 20% 30% 40% 50%

Don't know/Not sure

15 or more

10-14

6-9

3-5

2

1

None

Ads Bought

Avg. Media Bought = 5.2


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Q 6 Please estimate what portion of your total ad spending next year will be spent on the media listed below. Estimate the PERCENTAGE each will get in 2013. [Amounts should total to 100%.] N = 657

Among their own clients, Newspaper buys are still strong

0% 10% 20% 30% 40% 50% 60% 70% 80%

Other

Cinema (Ads in local movie theaters)

Telemarketing

Broadcast TV Stations

Cable TV Stations

Outdoor and Out of Home

Mobile

Printed Directories

Radio

Direct Mail

Other Local Print Pubs

Online/Digital

Local Newspapers

Media Bought


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Q 6 Please estimate what portion of your total ad spending next year will be spent on the media listed below. Estimate the PERCENTAGE each will get in 2013. [Amounts should total to 100%.] N = 657

Yet the Newspaper share still falling


Total Spending Ad/Marketing Spend Expected to Rise over 2012

$84,547 $89,279

$7,000 $9,000

$-

$10,000

$20,000

$30,000

$40,000

$50,000

$60,000

$70,000

$80,000

$90,000

$100,000

2012 Total Ad and Marketing

Spend

2013 Total Ad and Marketing

SpendMean Median

Direct Advertisi

ng , 68.3%

"Non-Ad" Marketing

34%

Direct vs. Non-Ad

Direct Advertising "Non-Ad" Marketing

Gross Revenues $ 2,335,802

Total Combined Budgets $ 97,889

Net of Revs 4.19%

38. Not all advertising and marketing money is spent

on ads alone; what percentage of your advertising and

marketing budgets is spent on advertising versus

"non-advertising" expenses? [Total should be 100%.]

37. What do you expect your total direct spend on advertising and marketing

efforts will have been in 2012 and will be in 2013?


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Q7 Thinking of your total advertising budget, as compared with 2012, do you think your spending will increase, stay the same, or decrease in the following categories in 2013: [Choose one response for each item listed below.] N = 170

Increase in Online continues most pronounced


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Q8 In which of the following LOCAL AREA ONLINE media do you expect to advertise in 2013 through paid banner, sponsorships, or other display or listing advertising? [Select all that apply.] N = 240

Newspaper Web still strong, but local online #2


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Q 10 Which of the following ONLINE MARKETING do you expect to engage in 2013? [Select all that apply.] N = 161

Overall Online Marketing Strong


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Q 6 Please estimate what portion of your total ad spending next year will be spent on the media listed below. N = 253

Implied Media 2013 Spending Mean = $37,850 Median = $6,500


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Q 12 Thinking about your company's investments in ONLINE and MOBILE advertising and marketing, what percent of your total ONLINE and MOBILE ad and marketing spend do you expect will go to each type listed below in your spending for 2013? [Amounts should total 100%.] N = 253

Implied Media Spending (Detail)

Media Media Share of

Spend

Implied 2013

Spend

Implied 2013

Spend

Mean Median

Local Newspapers 28% $ 10,598 $ 1,820

Online/Digital 17% $ 6,435 $ 1,105

Other LocalPrint Pubs 11% $ 4,164 $ 715

Direct Mail 10% $ 3,785 $ 650

Radio 9% $ 3,407 $ 585

Printed Directories 6% $ 2,271 $ 390

Broadcast TV Stations 5% $ 1,893 $ 325

Mobile 4% $ 1,514 $ 260

Cable TV Stations 4% $ 1,514 $ 260

Outdoor and OOH 3% $ 1,136 $ 195

Cinema 0% $ - $ -

Telemarketing 0% $ - $ -

Other 4% $ 1,514 $ 260


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Q 36 Which of the following sources best provide you with new customers? That is, how do people most often hear about your services and products who have not shopped with you or visited your business before? [Select all that apply.] N = 169

SMBs love their Web because it delivers customers

8%4%

12%13%

16%20%

22%23%

24%25%

26%43%

45%46%

47%69%69%

75%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Other (please specify)Mobile campaigns

Industry organizationsOutdoor/Billboard

Online adsYellow Pages

TV adsDirect mail

Email marketingOther print media ads

Radio adsSocial media

Professional referralsPrint newspaper ads

EventsCompany website

Referrals from friends and familyReferrals from other customers

Customer Source


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Q 13 Does your company maintain a Social Network presence or page (such as Facebook, LinkedIn, Twitter, etc.)?N = 116

Social Networks reaching ubiquity

85%

15%

Social Network Page

Yes No Don't know

Mean N Fans: 1,001

Median N Fans : 475

Which of the following are a part of the key metrics that you use to

measure the success of your social marketing programs?

[Select all that apply.] N = 152


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Company Web garners greatest share of attention and funds


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Implied Top Spend of $6K on Company Web

Online/Digital 17% $ 6,435 $ 1,105

Mobile 4% $ 1,514 $ 260


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Implied Digital Spend (Detail)

Answer Options Spend Share Mean Spend Median Share Response Count

Company website 37% $ 2,381 $409 127

Social Media 13% $837 $144 90

Email 13% $ 837 $144 87

Search engine optimization (SEO) 6% $ 386 $ 66 50

Banner/Display ads - Run of Sites (ROS) 6% $ 386 $ 66 45

Paid search/Keywords (SEM) 4% $257 $ 44 33

Mobile (portion devoted to any type of

mobile marketing or advertising) 3% $193 $ 33 36

Banner/Display ads - Targeted Display 3% $193 $ 33 29

Sponsorships 3% $ 193 $33 29

Business Directory listings 2% $129 $ 22 21

Online classifieds 2% $ 129 $ 22 13

Online/Streaming Video 1% $ 64 $ 11 12

Other Online advertising and marketing 5% $ 322 $ 55 27


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Q 16 Has your company been pitched by any vendors to conduct mobile-based advertising or marketing campaigns or campaigns with mobile elements in the past 12 months? N = 180

Mobile, Anyone?

61%

28%

11%

Pitched Mobile

Yes No Don't know


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Q 22 Have you participated in a "Deal of the Day" or similar program where consumers purchase a certificate or coupon at a discount for your business? N = 175 How satisfied have you been with your overall "Deal of the Day" experience? N = 43

Deals? Not so much.

Yes 21%

No, 77%

DK 2%

Deals

Yes No Don’t know

16%

30%

33%

19%

2%

0%

5%

10%

15%

20%

25%

30%

35%

Very satisfied Somewhat

satisfied

Not very

satisfied

Not at all

satisfied

Don't

know/No answer

Satisfaction


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Q 32 How important is it to your company to have "high visibility" on web and mobile platforms so customers and prospects can easily find your website and your physical location? N = 172

Digital & Mobile Presence MATTERS

53%

36%

7%3% 2%

0%

10%

20%

30%

40%

50%

60%

Very important Somewhat important

Not very important

Not at all important

Don't know/Does not

apply to us

Importance of Digital Visibility


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Q 26 Does your business maintain a brick and mortar location from which you sell physical goods or provide

services directly to customers or other businesses? N = 174

Little Impact seen from mobile “Showrooming”

Yes, 83%

No, 17%

Physical Location

0%

15%

30%

45%

Very often Somewhat often Not very often Not at all often Does not apply Don't know

See Customers “Showrooming”

0%

15%

30%

45%

Generally helps business and sales

Generally hurts business and sales

Little or no impact positive or negative

Does not apply to our business

Don't know

Impact of “Showrooming”

“Showrooming” is defined as the shopping process in which someone visits a store in person to

look at, research and/or consider purchasing a product and then either uses their phone while in

store or goes home to go online to evaluate different options, sources or prices. How often do

you see your customers "showrooming?"


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Q 29 On which, if any, of the following websites does your business or company have a listing that your business or company wrote and placed? N = 175

As “Social Search” begins to emerge, more need to know what needs to be done to play

16%

9%

3%

13%

15%

17%

18%

19%

30%

44%

75%

0% 10% 20% 30% 40% 50% 60% 70% 80%

None of above

Other (please specify)

Tumblr

Bing

Foursquare

Pinterest

Yelp

Yahoo Local

Twitter

GooglePlaces/Google+

Facebook or FacebookConnect

Social Sites Used


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Q 31 Does your company write and post content for Facebook, business listings, business reviews, advertorial (native) content or other placements?

N = 175

SMBs directly manage their digital and mobile presence, but challenges exist

73%

21%

7%

Direct Postings

Yes No Not applicable

Q 31 How easy or difficult are any of the following in terms of maintaining an accurate

and effective presence on the Web and in directories? N = 170


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Q 6 Thinking of your total advertising budget, as compared with 2012, do you think your spending will increase, stay the same, or decrease in the following categories in 2013: Max N = 170

Detail on Managing Digital Presence

0%

5%

10%

15%

20%

25%

30%

35%

Creating text to post Keeping up with Facebook

Monitoring comments about your business on

various forums

Monitoring placed listings

Keeping up with Twitter Monitoring "free" listing not submitted by your staff to an online

publisher

Buying keywords Maintaining a presence on mobile phones and

apps

Very easy Somewhat easy Neither easy nor difficult Somewhat difficult Very difficult


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Q 33 Does your business maintain a "current customer" database or list for use in marketing and sales? N = 172

Collecting data, but not using in relationship

Yes,

76%

No, 21%

Don't

know, 4%

Customer Database

Yes No Don't know

Yes, 21%

No, 78%

Don't know,

1%

Loyalty Programs

Yes No Don't know

Q 34 Does your store or business maintain a formal "loyalty rewards" or "frequent buyer" program? N = 172


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Q 35n Which of these digital and electronic programs or services will you use or are considering using in 2013? [Select one response for each item.] N = 123

“Social Search” definitely on SMBs radar


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Q 39 Which of the following advertising and marketing support services do you currently purchase or would like to have available from your media providers? [Select all that apply.] N = 116

Social Network Support Tops Digital Services Bought or Sought


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Q 40 How would you rate your overall expectations about local area economic conditions over the next few time periods ?N = 116

SMBs optimistic on economy, but good help is still hard to find


Ad Spending In Your Market

Test Drive at www.adspending.com, or call 757-221-6641

http://www.adspending.com/


Questions?

Contact:

Greg Harmon

Senior Research Analyst

Borrell Associates, Inc

[email protected]

415-566-4348

Contact:

Jim Brown

Account Manager

Borrell Associates, Inc

[email protected]

mailto:[email protected]



Background And Methods

• Respondents were solicited by email sent from local media to their current and past clients, as well as prospects who had contacted them about possible advertising opportunities.

• Lists were assembled by our local partners.

•Respondents are offered the incentive of participation

in a drawing to win an iPad, awarded every six months.

Further information and details available at www.borrellassociates.com

or by emailing [email protected].

http://www.borrellassociates.com/


Seattle WA September 19, 2013 - TownNewsbloximages.newyork1.vip.townnews.com/pnna.com/... ·...

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