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PULSE
  Keeping Business Alive



             October 8 & 9, 2007
            Golden Oaks Mansion
                Lake Geneva
Welcome                       PULSE




      Introductionto PULSE
      September 2007 MindShare
       Survey and What the Results
       Mean
      Increasing Business PULSE
Introduction to PULSE            PULSE




        Definition
        ResultExamples
        Understanding results
Introduction to PULSE                                 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.
Introduction to PULSE                   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.
Introduction to PULSE                    PULSE


 Unique   Selling Proposition Samples
Introduction to PULSE               PULSE


 Unique   Selling Proposition Samples
Introduction to PULSE                    PULSE


 Result   Example One
  – Please tell me the first business name that
    comes to mind for a Fast Food Restaurant.
Restaurant – Fast Food                                  PULSE



   McDonald's                                     45%

      Culver's                 14%

   Burger King            7%

      Subway          5%

      Wendy's         5%

     Taco Bell       3%

        Other                    15%

   Don't know             6%


                 Businesses less than 2% in “Other”
Introduction to PULSE                  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?
Introduction to PULSE                        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.
Introduction to PULSE                    PULSE


 Result   Example Two
  – Please tell me the first business name that
    comes to mind for a Realtor.
Realtor                                                       PULSE



                Keefe Real Estate                     28%
          Century 21 (unspecified)          10%
              Shorewest Realtors           8%
    Coldwell Banker (unspecified)     3%
              ReMax (unspecified)     3%
  Rauland Real Estate Agency, Inc.   2%
                   Tincher Realty    2%
                            Other               12%
                      Don't know                        32%



                   Businesses less than 2% in “Other”
Introduction to PULSE                          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.
Introduction to PULSE                          PULSE


 Example   Two – Understanding the results
  – HOWEVER




  – Nearly one in three could not name a realtor.
    An opportunity exists in this category.
September 2007 Survey         PULSE




       What was the survey?
       Participant Demographics
       Results
September 2007 Survey                          PULSE


 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.
September 2007 Survey                                  PULSE


 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
September 2007 Survey                       PULSE


 Participant
                         •    4.2% -   18 to 24
  Demographics
                         •    1.0% -   25 to 29
                         •    9.4% -   30 to 34
  – What is their age?   •    4.2% -   35 to 39
                         •   15.6% -   40 to 44
  AVERAGE                •    4.2% -   45 to 49
  AGE – 53.4             •   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
September 2007 Survey          PULSE


 Participant   Demographics
  – What is their gender?
    • 59% - Female
    • 41% - Male
September 2007 Survey                     PULSE


 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
September 2007 Survey                      PULSE


 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%
September 2007 Survey                      PULSE


 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%
September 2007 Survey           PULSE


 Results   – Success Stories
Banquet Hall / Catering                                  PULSE




                                Sperino's     4%
                   The Monte Carlo Room      3%
                        American Legion      3%
                                Jansen's     3%
Randy's Restaurant & Funhunter's Brewery    2%
                             Celebration    2%
                Moose Creek Bar & Grille    2%
                              The Abbey     2%
                                   Other           16%
                             Don't know                      63%



                      Businesses less than 2% in “Other”
Banquet Hall / Catering
                          PULSE



 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
Internet Service Provider                                      PULSE




      Charter Communciations                            18%
       Elknet Internet Services                   12%
                           AOL              7%
                   Time Warner              7%
               Geneva On-Line          4%
Road Runner High Speed Online          4%
                          AT&T         4%
                       Comcast    2%
                        Verizon   2%
                          Other                  11%
                    Don't know                                29%


                  Businesses less than 2% in “Other”
Internet Service Provider
                            PULSE



  With many
changes in the
industry, Elknet
still had a strong
presence in the
market
Lawn & Garden Equipment                                PULSE



                John Deere              12%
                Home Depot             11%
                   Menards        4%
                      Sears       4%
                     Lowe's       4%
                 True Value       4%
           Johnson Tractor      3%
    Triebold Outdoor Power      3%
             Tractor Supply     3%
       Dick's Repair LG LLC    2%
 Toro-Wheelhorse - Lawnboy     2%
                 Cub Cadet     2%
                       Other            13%
                 Don't know                          33%


                Businesses less than 2% in “Other”
Lawn & Garden Equipment
                                  PULSE


 With
     many national names, Triebold
 Outdoor Power and Dick’s Repair
 maintained a presence in the market
Realtor                                                       PULSE



                Keefe Real Estate                     28%
          Century 21 (unspecified)          10%
              Shorewest Realtors           8%
    Coldwell Banker (unspecified)     3%
              ReMax (unspecified)     3%
  Rauland Real Estate Agency, Inc.   2%
                   Tincher Realty    2%
                            Other               12%
                      Don't know                        32%



                   Businesses less than 2% in “Other”
Realtor
          PULSE
Restaurant - Family                                        PULSE


                   Chili's         7%
        Jessica's Family         5%
     Novak's Restaurant        4%
        Elizabeth's Cafe       4%
            Fiddle Sticks      4%
                  Perkins      4%
            Sunrise Cafe       4%
   Houlihans Restaurant       3%
  Popeye's Galley & Grog      3%
              Applebee's      3%
           Princess Cafe      3%
        Giles Restaurant     2%
          Elk Restaurant     2%
            Olive Garden     2%
                    Other                            33%
             Don't know                 17%


                    Businesses less than 2% in “Other”
Restaurant - Family
                      PULSE


 Withmany
 restaurant
 options,
 Fiddlesticks
 Café entered
 the market
 strong
Restaurant – Fine Dining                                  PULSE


                        Duck Inn         7%
                         Randy's        5%
                    Red Lobster        4%
            Gilbert's Restaurant     3%
          Hunt Club Restaurant       3%
                      The Village    3%
                       The Abbey    2%
         Popeye's Galley & Grog     2%
            French Country Inn      2%
                      Geneva Inn    2%
Grand View Restaurant & Lounge      2%
                        Joseph's    2%
                  Latimer House     2%
                    Olive Garden    2%
                           Other                      29%
                      Don't know                       30%

                     Businesses less than 2% in “Other”
Restaurant – Fine Dining
                           PULSE
September 2007 Survey                   PULSE


 Results
  – Categories with low level of “Don’t Know”
  – Frequently used services
Appliance Sales / Service                                    PULSE




                           Sears                       30%
            Lyle's TV & Appliance                14%
                          Lowe's          8%
                        Best Buy          7%
                    American TV          6%
                    Home Depot      4%
    Delavan Lakes TV & Appliance    3%
                       Shumway      3%
                           Other                 14%
                      Don't know               11%



                Businesses less than 3% in “Other”
Grocery Store                                                           PULSE




              Sentry Food Stores                                        27%
           Pick 'N Save - Delavan                                 18%
            Pick 'N Save - Geneva                           15%
           Frank's County Market                      10%
   Wal-Mart Supercenter - Delavan                7%
        Pick 'N Save - unspecified          5%
         Supervalu - Spiegelhoff's    3%
                      Woodman's        3%
        Piggly Wiggly - Schmaling    2%
   Wal-Mart Supercenter - Geneva     2%
                           Other             7%
                      Don't know     1%



                 Businesses less than 2% in “Other”
Building Material / Lumber                                   PULSE



                Home Depot                             30%
                     Lowe's                      21%
   Dunn Lumber & True Value                10%
           Home Lumber Co.                 10%
                   Menards                9%
          Barker Lumber Co.          6%
       Stock Building Supply    3%
        True Value Hardware    2%
              Ace Hardware     2%
                      Other     3%
                 Don't know     4%

                  Businesses less than 2% in “Other”
Pizza                                                 PULSE


          Pizza Hut                             35%
          Domino's          6%
    Papa Murphy's           6%
     Next Door Pub         5%
  Gus' Pizza Palace       4%
    Sperino's Little      4%
     Topper's Pizza     3%
  Chicago Pizza Co.    2%
       Pino's Pizza    2%
        Roma Pizza     2%
  Larducci Pizzeria    2%
      Lou Melnata's    2%
           Marino's    2%
             Skip's    2%
              Other                13%
        Don't know           10%


               Businesses less than 2% in “Other”
September 2007 Survey                   PULSE


 Results
  – Categories with medium level of
    “Don’t Know”
  – Tend to have a high percentage of “other”
  – Many options available
Bar & Grill                                            PULSE



                    Chili's        5%
    Champs' Sports Bar &         4%
            Wagon Wheel          4%
              Barry's Bar       3%
 New Horizons Sports Cafe       3%
                    Mar's       3%
  Moose Creek Bar & Grille      3%
               Applebee's     2%
   Chuck's Lake Shore Inn     2%
                  Randy's     2%
      Rick's Eastside Pub     2%
            Charcoal Grill    2%
                Fat Jacks     2%
                    Other                                32%
              Don't know                               31%



                  Businesses less than 2% in “Other”
Furniture                                                        PULSE



                               Reed Furniture              15%
                           American Furniture         8%
                        Slumberland Furniture       6%
                                   Steinhafels     5%
                            Delavan Furniture     3%
                                       Colders   2%
                                         Sears   2%
                    Siker Furniture & Bedding    2%
                                          IKEA   2%
Paper Dolls Home Furnishings & Interior Design   2%
                                         Other              17%
                                   Don't know                     36%



                          Businesses less than 2% in “Other”
Gift Shop                                                       PULSE




                 Hallmark - unspecified            12%
Hallmark - Jan's Hallmark & Gift Gallery        11%
           McCullough's Prescriptions          6%
                            Deakin Isle       5%
        Hallmark - Ann's Hallmark Shop       4%
                 The Pharmacy Station       3%
       Wal-Mart Supercenter - Delavan      2%
                  Cornerstone Shoppe       2%
                                 Kohl's    2%
                                 Other              15%
                            Don't know                    38%


                        Businesses less than 2% in “Other”
Heating & Air Conditioning Contractor                           PULSE



                 Komfort Heating & Air         9%
         Peck & Weis Heating & Cooling        8%
                     Harkness & Hoxie       4%
    Southern Lakes Plumbing & Heating       4%
              Expert Heating & Cooling     3%
                                   Bolt   2%
    Reynolds Heating AC & Refrigeration   2%
       Westenn Mechanical Contractors     2%
                               All Care   2%
                                  Other             17%
                            Don't know                    47%



                 Businesses less than 2% in “Other”
September 2007 Survey               PULSE


 Results
  – Categories with high level of
    “Don’t Know”
  – Less frequently used services
Banquet Hall / Catering                                  PULSE




                                Sperino's     4%
                   The Monte Carlo Room      3%
                        American Legion      3%
                                Jansen's     3%
Randy's Restaurant & Funhunter's Brewery    2%
                             Celebration    2%
                Moose Creek Bar & Grille    2%
                                The Abby    2%
                                   Other           16%
                             Don't know                      63%



                      Businesses less than 2% in “Other”
Chiropractor                                             PULSE



               United Chiropractic    3%
Advantage Chiropractic NH & W Inc.    2%
            Kaiser Chiropractic, SC   2%
         Lake Geneva Chiropractic     2%
         Stackpool Chiropractic SC    2%
            Christina Ronchetti DC    2%
                             Other         13%
                       Don't know                      74%



                  Businesses less than 2% in “Other”
Financial Advisor                                            PULSE




                    Edward Jones           10%

         AG Edwards & Sons Inc.        5%

Ameriprize Financial Services, Inc.   2%

       Community Bank - Delavan       2%

                              UBS     2%

                             Other               28%

                       Don't know                      51%



                     Businesses less than 2% in “Other”
Interior Decorator                                       PULSE




      Paper Dolls        6%




Windows & Things       2%




           Other            8%




      Don't know                                          84%




                    Businesses less than 2% in “Other”
Landscape Contractor                                 PULSE




     Prairie Tree Landscape Center        6%
       C&D Landscape Contractors         5%
  Kruger Landscape & Maintenance        4%
               Bigelow Landscaping     3%
 B&J Tree & Landscape Service, Inc.   2%
                 J&B Garden Center    2%
            Sheldon Landscape, Inc.   2%
                              Other       15%
                        Don't know                   61%



                Businesses less than 2% in “Other”
Veterinarian                                             PULSE




                 Elkhorn Veterinary Clinic        11%
           Whitewater Veterinary Hospital        6%
Delavan Animal Clinic (Benzon & Benstead)       5%
       Delavan Lakes Veterinary Clinic SC       5%
                   Geiger Veterinary Clinic   2%
               Lake Geneva Animal Clinic      2%
                   Lake Geneva Veterinary     2%
                                     Other        9%
                               Don't know                   58%


                     Businesses less than 2% in “Other”
Veterinarian
                                                 PULSE


 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.
Increasing Your PULSE   PULSE




       Importance
       How
Increase Your PULSE                                 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
Increase Your PULSE                 PULSE


 HOW   ---
 – Many choose Yellow Pages

 – HERE’S WHAT YOU SHOULD SERIOUSLY
   CONSIDER FOR PHONE BOOK ADVERTISING
Increase Your PULSE                             PULSE


   Yellow         Pages Use in Walworth County
              Monthly                      22%

    Less than monthly                     21%

Couple of times a week              16%

               Weekly         12%

                Never         11%

                 Daily   2%

           Don't know    1%
Increase Your PULSE                             PULSE


   Yellow       Pages Use in Walworth County

Look up phone numbers                               68%

       Find a business                      48%

        Get addresses                 16%

    Look up a zip code          11%

Make a buying decision         9%
           Sales leads    3%

        Look up prefix   2%

                Other    1%

           Don't know    1%
Increase Your PULSE                           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
Increase Your PULSE          PULSE


 HOW
 – Choose a creative media
Increase Your PULSE                             PULSE


   Media          Use in Walworth County
Television                                  49%

Newspaper                          35%

   Internet             10%

     Radio         4%

     Other    1%

Don't know    1%
Increase Your PULSE                PULSE


                      Top
                      Median
                      Home
                      Values by
                      price and
                      community
                      Wisconsin  Department
                      of Administration
                      Statistics
Increase Your PULSE                             PULSE

 Media   Options in Walworth County   Milwaukee


   Madison




                                           Racine/
   Janesville/                             Kenosha
   Rockford, IL



                                  Chicago, IL
Increase Your PULSE                                   PULSE

 Shopping       Options for Walworth County
                                           Waukesha/
  Madison
                                           Milwaukee
  47 miles
  from                                     21/35 miles from
  Whitewater                               East Troy




                                             Racine/
 Janesville                                  Kenosha
 20 miles from                               32 miles from
 Delavan                                     Lake Geneva
 23 miles from
 Whitewater                           Illinois
                                      11-23 miles from Lake
                                      Geneva
Increase Your PULSE                      PULSE

 Increased   Shopping Options for Walworth
 County
 New  national
 retail
  – Benefit- keeps
    shoppers local
  – Risk- pulls
    customers from
    local businesses
    UNLESS…
PULSE                                   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.
PULSE



      Thank you
for joining us today.

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Pulse; Keeping Business Alive 2007

  • 1. PULSE Keeping Business Alive October 8 & 9, 2007 Golden Oaks Mansion Lake Geneva
  • 2. Welcome PULSE  Introductionto PULSE  September 2007 MindShare Survey and What the Results Mean  Increasing Business PULSE
  • 3. Introduction to PULSE PULSE  Definition  ResultExamples  Understanding results
  • 4. Introduction to PULSE 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.
  • 5. Introduction to PULSE 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.
  • 6. Introduction to PULSE PULSE  Unique Selling Proposition Samples
  • 7. Introduction to PULSE PULSE  Unique Selling Proposition Samples
  • 8. Introduction to PULSE PULSE  Result Example One – Please tell me the first business name that comes to mind for a Fast Food Restaurant.
  • 9. Restaurant – Fast Food PULSE McDonald's 45% Culver's 14% Burger King 7% Subway 5% Wendy's 5% Taco Bell 3% Other 15% Don't know 6% Businesses less than 2% in “Other”
  • 10. Introduction to PULSE 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?
  • 11. Introduction to PULSE 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.
  • 12. Introduction to PULSE PULSE  Result Example Two – Please tell me the first business name that comes to mind for a Realtor.
  • 13. Realtor PULSE Keefe Real Estate 28% Century 21 (unspecified) 10% Shorewest Realtors 8% Coldwell Banker (unspecified) 3% ReMax (unspecified) 3% Rauland Real Estate Agency, Inc. 2% Tincher Realty 2% Other 12% Don't know 32% Businesses less than 2% in “Other”
  • 14. Introduction to PULSE 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.
  • 15. Introduction to PULSE PULSE  Example Two – Understanding the results – HOWEVER – Nearly one in three could not name a realtor. An opportunity exists in this category.
  • 16. September 2007 Survey PULSE  What was the survey?  Participant Demographics  Results
  • 17. September 2007 Survey PULSE  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.
  • 18. September 2007 Survey PULSE  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
  • 19. September 2007 Survey PULSE  Participant • 4.2% - 18 to 24 Demographics • 1.0% - 25 to 29 • 9.4% - 30 to 34 – What is their age? • 4.2% - 35 to 39 • 15.6% - 40 to 44 AVERAGE • 4.2% - 45 to 49 AGE – 53.4 • 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
  • 20. September 2007 Survey PULSE  Participant Demographics – What is their gender? • 59% - Female • 41% - Male
  • 21. September 2007 Survey PULSE  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
  • 22. September 2007 Survey PULSE  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%
  • 23. September 2007 Survey PULSE  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%
  • 24. September 2007 Survey PULSE  Results – Success Stories
  • 25. Banquet Hall / Catering PULSE Sperino's 4% The Monte Carlo Room 3% American Legion 3% Jansen's 3% Randy's Restaurant & Funhunter's Brewery 2% Celebration 2% Moose Creek Bar & Grille 2% The Abbey 2% Other 16% Don't know 63% Businesses less than 2% in “Other”
  • 26. Banquet Hall / Catering PULSE  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
  • 27. Internet Service Provider PULSE Charter Communciations 18% Elknet Internet Services 12% AOL 7% Time Warner 7% Geneva On-Line 4% Road Runner High Speed Online 4% AT&T 4% Comcast 2% Verizon 2% Other 11% Don't know 29% Businesses less than 2% in “Other”
  • 28. Internet Service Provider PULSE  With many changes in the industry, Elknet still had a strong presence in the market
  • 29. Lawn & Garden Equipment PULSE John Deere 12% Home Depot 11% Menards 4% Sears 4% Lowe's 4% True Value 4% Johnson Tractor 3% Triebold Outdoor Power 3% Tractor Supply 3% Dick's Repair LG LLC 2% Toro-Wheelhorse - Lawnboy 2% Cub Cadet 2% Other 13% Don't know 33% Businesses less than 2% in “Other”
  • 30. Lawn & Garden Equipment PULSE  With many national names, Triebold Outdoor Power and Dick’s Repair maintained a presence in the market
  • 31. Realtor PULSE Keefe Real Estate 28% Century 21 (unspecified) 10% Shorewest Realtors 8% Coldwell Banker (unspecified) 3% ReMax (unspecified) 3% Rauland Real Estate Agency, Inc. 2% Tincher Realty 2% Other 12% Don't know 32% Businesses less than 2% in “Other”
  • 32. Realtor PULSE
  • 33. Restaurant - Family PULSE Chili's 7% Jessica's Family 5% Novak's Restaurant 4% Elizabeth's Cafe 4% Fiddle Sticks 4% Perkins 4% Sunrise Cafe 4% Houlihans Restaurant 3% Popeye's Galley & Grog 3% Applebee's 3% Princess Cafe 3% Giles Restaurant 2% Elk Restaurant 2% Olive Garden 2% Other 33% Don't know 17% Businesses less than 2% in “Other”
  • 34. Restaurant - Family PULSE  Withmany restaurant options, Fiddlesticks Café entered the market strong
  • 35. Restaurant – Fine Dining PULSE Duck Inn 7% Randy's 5% Red Lobster 4% Gilbert's Restaurant 3% Hunt Club Restaurant 3% The Village 3% The Abbey 2% Popeye's Galley & Grog 2% French Country Inn 2% Geneva Inn 2% Grand View Restaurant & Lounge 2% Joseph's 2% Latimer House 2% Olive Garden 2% Other 29% Don't know 30% Businesses less than 2% in “Other”
  • 36. Restaurant – Fine Dining PULSE
  • 37. September 2007 Survey PULSE  Results – Categories with low level of “Don’t Know” – Frequently used services
  • 38. Appliance Sales / Service PULSE Sears 30% Lyle's TV & Appliance 14% Lowe's 8% Best Buy 7% American TV 6% Home Depot 4% Delavan Lakes TV & Appliance 3% Shumway 3% Other 14% Don't know 11% Businesses less than 3% in “Other”
  • 39. Grocery Store PULSE Sentry Food Stores 27% Pick 'N Save - Delavan 18% Pick 'N Save - Geneva 15% Frank's County Market 10% Wal-Mart Supercenter - Delavan 7% Pick 'N Save - unspecified 5% Supervalu - Spiegelhoff's 3% Woodman's 3% Piggly Wiggly - Schmaling 2% Wal-Mart Supercenter - Geneva 2% Other 7% Don't know 1% Businesses less than 2% in “Other”
  • 40. Building Material / Lumber PULSE Home Depot 30% Lowe's 21% Dunn Lumber & True Value 10% Home Lumber Co. 10% Menards 9% Barker Lumber Co. 6% Stock Building Supply 3% True Value Hardware 2% Ace Hardware 2% Other 3% Don't know 4% Businesses less than 2% in “Other”
  • 41. Pizza PULSE Pizza Hut 35% Domino's 6% Papa Murphy's 6% Next Door Pub 5% Gus' Pizza Palace 4% Sperino's Little 4% Topper's Pizza 3% Chicago Pizza Co. 2% Pino's Pizza 2% Roma Pizza 2% Larducci Pizzeria 2% Lou Melnata's 2% Marino's 2% Skip's 2% Other 13% Don't know 10% Businesses less than 2% in “Other”
  • 42. September 2007 Survey PULSE  Results – Categories with medium level of “Don’t Know” – Tend to have a high percentage of “other” – Many options available
  • 43. Bar & Grill PULSE Chili's 5% Champs' Sports Bar & 4% Wagon Wheel 4% Barry's Bar 3% New Horizons Sports Cafe 3% Mar's 3% Moose Creek Bar & Grille 3% Applebee's 2% Chuck's Lake Shore Inn 2% Randy's 2% Rick's Eastside Pub 2% Charcoal Grill 2% Fat Jacks 2% Other 32% Don't know 31% Businesses less than 2% in “Other”
  • 44. Furniture PULSE Reed Furniture 15% American Furniture 8% Slumberland Furniture 6% Steinhafels 5% Delavan Furniture 3% Colders 2% Sears 2% Siker Furniture & Bedding 2% IKEA 2% Paper Dolls Home Furnishings & Interior Design 2% Other 17% Don't know 36% Businesses less than 2% in “Other”
  • 45. Gift Shop PULSE Hallmark - unspecified 12% Hallmark - Jan's Hallmark & Gift Gallery 11% McCullough's Prescriptions 6% Deakin Isle 5% Hallmark - Ann's Hallmark Shop 4% The Pharmacy Station 3% Wal-Mart Supercenter - Delavan 2% Cornerstone Shoppe 2% Kohl's 2% Other 15% Don't know 38% Businesses less than 2% in “Other”
  • 46. Heating & Air Conditioning Contractor PULSE Komfort Heating & Air 9% Peck & Weis Heating & Cooling 8% Harkness & Hoxie 4% Southern Lakes Plumbing & Heating 4% Expert Heating & Cooling 3% Bolt 2% Reynolds Heating AC & Refrigeration 2% Westenn Mechanical Contractors 2% All Care 2% Other 17% Don't know 47% Businesses less than 2% in “Other”
  • 47. September 2007 Survey PULSE  Results – Categories with high level of “Don’t Know” – Less frequently used services
  • 48. Banquet Hall / Catering PULSE Sperino's 4% The Monte Carlo Room 3% American Legion 3% Jansen's 3% Randy's Restaurant & Funhunter's Brewery 2% Celebration 2% Moose Creek Bar & Grille 2% The Abby 2% Other 16% Don't know 63% Businesses less than 2% in “Other”
  • 49. Chiropractor PULSE United Chiropractic 3% Advantage Chiropractic NH & W Inc. 2% Kaiser Chiropractic, SC 2% Lake Geneva Chiropractic 2% Stackpool Chiropractic SC 2% Christina Ronchetti DC 2% Other 13% Don't know 74% Businesses less than 2% in “Other”
  • 50. Financial Advisor PULSE Edward Jones 10% AG Edwards & Sons Inc. 5% Ameriprize Financial Services, Inc. 2% Community Bank - Delavan 2% UBS 2% Other 28% Don't know 51% Businesses less than 2% in “Other”
  • 51. Interior Decorator PULSE Paper Dolls 6% Windows & Things 2% Other 8% Don't know 84% Businesses less than 2% in “Other”
  • 52. Landscape Contractor PULSE Prairie Tree Landscape Center 6% C&D Landscape Contractors 5% Kruger Landscape & Maintenance 4% Bigelow Landscaping 3% B&J Tree & Landscape Service, Inc. 2% J&B Garden Center 2% Sheldon Landscape, Inc. 2% Other 15% Don't know 61% Businesses less than 2% in “Other”
  • 53. Veterinarian PULSE Elkhorn Veterinary Clinic 11% Whitewater Veterinary Hospital 6% Delavan Animal Clinic (Benzon & Benstead) 5% Delavan Lakes Veterinary Clinic SC 5% Geiger Veterinary Clinic 2% Lake Geneva Animal Clinic 2% Lake Geneva Veterinary 2% Other 9% Don't know 58% Businesses less than 2% in “Other”
  • 54. Veterinarian PULSE  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.
  • 55. Increasing Your PULSE PULSE  Importance  How
  • 56. Increase Your PULSE 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
  • 57. Increase Your PULSE PULSE  HOW --- – Many choose Yellow Pages – HERE’S WHAT YOU SHOULD SERIOUSLY CONSIDER FOR PHONE BOOK ADVERTISING
  • 58. Increase Your PULSE PULSE  Yellow Pages Use in Walworth County Monthly 22% Less than monthly 21% Couple of times a week 16% Weekly 12% Never 11% Daily 2% Don't know 1%
  • 59. Increase Your PULSE PULSE  Yellow Pages Use in Walworth County Look up phone numbers 68% Find a business 48% Get addresses 16% Look up a zip code 11% Make a buying decision 9% Sales leads 3% Look up prefix 2% Other 1% Don't know 1%
  • 60. Increase Your PULSE 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
  • 61. Increase Your PULSE PULSE  HOW – Choose a creative media
  • 62. Increase Your PULSE PULSE  Media Use in Walworth County Television 49% Newspaper 35% Internet 10% Radio 4% Other 1% Don't know 1%
  • 63. Increase Your PULSE PULSE Top Median Home Values by price and community Wisconsin Department of Administration Statistics
  • 64. Increase Your PULSE PULSE  Media Options in Walworth County Milwaukee Madison Racine/ Janesville/ Kenosha Rockford, IL Chicago, IL
  • 65. Increase Your PULSE PULSE  Shopping Options for Walworth County Waukesha/ Madison Milwaukee 47 miles from 21/35 miles from Whitewater East Troy Racine/ Janesville Kenosha 20 miles from 32 miles from Delavan Lake Geneva 23 miles from Whitewater Illinois 11-23 miles from Lake Geneva
  • 66. Increase Your PULSE PULSE  Increased Shopping Options for Walworth County  New national retail – Benefit- keeps shoppers local – Risk- pulls customers from local businesses UNLESS…
  • 67. PULSE 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.
  • 68. PULSE Thank you for joining us today.

Editor's Notes

  1. Pulse Research, Inc. is a company based in Portland, Oregon that is run by Wisconsin native, John Marling. President and founder of Pulse Research, John is a graduate of the University of Wisconsin with a degree in Marketing and Market Research. He was an ad sales person, retail manager, circulation manager, marketing manager and general manager at the Times Community Newspapers, a newspaper group with over 100,000 circulation, serving suburbs of Portland for over 13 years, before he was made publisher. Pulse Research was founded in 1985 to provide publishing clients with research based advertising sales and marketing programs designed to get results. Pulse Research has worked with over 1,750 publishing clients in all 50 states and Canada; completing over 3,500 surveys for daily, weekly and suburban newspapers, shoppers, business and other niche publications.