The document summarizes the results of a phone survey conducted in September 2007 of 200 Walworth County residents. Key findings included:
- McDonald's had the highest name recognition (45%) for fast food, but 1/3 of respondents couldn't name any realtor.
- Nearly half of respondents were very likely to use the top-named business in each category.
- Some categories like banquet halls had high "don't know" responses, while others like appliances were more commonly used.
- Local businesses like Elknet and Triebold maintained strong name recognition despite national competitors.
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.
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%
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”
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”
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.
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
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.
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.