Presentation to the Lakeland Builders Association located in the Geneva Lake area of southeastern Wisconsin to educate businesses about advertising basics and "ruthless rules."

1. Ruthless Rules of
Advertising
Presented by: Patricia Bladow
Special Projects Manager, CSI Media, LLC
www.communityshoppers.com

2. 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

3. Simple Walworth County demographics
Population Age: 2000 2010
Increase of over 20,000 residents in 15 Under 5 years – 19 28.6% 24.5%
years 20-34 21.2% 22.9%
35-40 15.6% 12.6%
1990 census, 75,000 residents 45-60 17.9% 26.3%
2000 census, 93,759 residents 60 and older 16.5% 13.6%
2005 estimate, 99,844 residents Median age 35.1 37
2010 projection, 107,152
US Census Bureau Statistics
US Census Bureau Statistics

4. 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

5. Simple Walworth County demographics
Home Values
Top 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

6. 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

7. Historical Walworth County
Shopping Trends/Options
Waukesha/
Madison
Milwaukee
47 miles
from 21/35 miles from
Whitewater East Troy
Racine/
Janesville Kenosha
32 miles from
20 miles from Lake Geneva
Delavan
23 miles from
Whitewater
Illinois
11-23 miles from Lake
Geneva

8. Changing trends in shopping
Previous options all within an
hour’s drive
New options within 15-30
minutes

9. Historical Walworth County
Media Trends
Waukesha, Milwaukee
Madison
Racine/
Janesville/ Kenosha
Rockford, IL
Chicago, IL

10. Advertising to Walworth County

11. Ruthless rules of advertising
Build a rock-solid
marketing bridge
This is everything
Telephone Prices
Employees Service
Business name Quality
Location Image
Store visibility Name recognition
Signage General customer
Inventory perception
Parking Marketing materials
Advertising

12. Ruthless rules of advertising
Build a rock-solid
marketing bridge
What is uncontrollable and you
can’t fix, address head-on in
advertising

13. 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.

14. 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

15. Your Business 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.

16. Ruthless Rules of Advertising
Unique Selling Proposition Samples

17. Accountant
H&R Block 13%
John Grobe r CPA 3%
Virchow Kra use & Co. 3%
Andrew W ille tt CPA SC 2%
Duick & Compa ny, SC 2%
Nyffe le r, Pa ul 2%
Other 21%
Don't know 54%
Businesses less than 2% in “Other”

18. Bank
Walworth State Bank 11%
M&I Bank 9%
Associated Bank 9%
US Bank 9%
Citizens Bank 8%
Community Bank 7%
First Citizen State Bank 7%
Commercial Bank 5%
Peoples Bank 5%
Chase 5%
First Financial Bank 4%
Anchor Bank 4%
Johnson Bank 2%
Other 11%
Don't know 4%
Businesses less than 2% in “Other”

19. Building Material / Lumber
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”

20. Contractor - Building
Belinski Homes 4%
Lake Area Builders 2%
Inc.
Thelen 2%
Other 32%
Don't know 60%
Businesses less than 2% in “Other”

21. Contractor - Roofing
Elkhorn Roofing 5%
T aylor, Jame s R. & 3%
Sons
Othe r 21%
Don't know 71%
Businesses less than 2% in “Other”

22. Heating & Air Conditioning Contractor
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”

23. Landscape Contractor
Prairie Tree Landscape Center 6%
C&D Landscape Contractors 5%
Kruger Landscape & M aintenance 4%
Bigelow Landscaping 3%
B&J T ree & 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”

24. Plumber
O'Leary Plumbing & Heating 4%
Southern Lakes Plumbing & Heating 4%
Expert Plumbing & Heating 3%
Carlson Plumbing & Heating 2%
Harkness & Hoxie 2%
Solofra Plumbing & Heating 2%
Martin's 2%
John Statko & Sons Plumbing & Heating 2%
Other 14%
Don't know 65%
Businesses less than 2% in “Other”

25. 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?

26. Ruthless rules of advertising
If your doors are
open, you should be
advertising
People shop all the time People often take their time
People move before buying
People forget 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

27. 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 sales
REMEMBER-- How likely would they be to use the business that first
came to mind?
44% - Very likely
45% - Somewhat likely

28. 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

29. Ruthless rules of advertising
Have a strategy
Inform, Persuade, Remind
Don’t advertise what
you can’t deliver

30. Ruthless rules of advertising
A response is not a Position Your Business
result Why are you unique?
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.

31. 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 __________

32. Ruthless rules of advertising
Use advertising’s most
compelling words
(you, results, free, easy,
benefits, startling, secrets, love,
discovery, proven, revealed…)

33. 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

34. Ruthless rules of advertising
Are you doing the same
thing over and over again,
expecting different results?

35. Population Estimates
Baby Boomers Generation X Generation Y
1946-1965 1961-1981 1977-1994
Age 43-62 Age 27-47 Age 14-31
79 Million 48 Million 70 Million
Boelter + Lincoln - May 2008

36. Media Habits
Generation Y Generation X Baby Boomer
(14-31)
(43-62)
Lowest consumer of (27-47)
Heavy readers of
newspaper
newspaper
Light reader of
Average listeners of newspaper
Average consumers of
radio
outdoor
Higher consumers of
Very light tv viewers outdoor
Average to light radio
listeners
Average consumers of High listeners of radio
outdoor
Heavy tv viewers
Light tv viewers
High internet usage
Boelter + Lincoln - May 2008

37. People still live locally.
The larger Web World has a tough time reaching down into
key local issues, most particularly…
Local news
Breaking news
Local shopping
Local involvement
Local “community”

38. People are time and attention “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

39. Best Practices

40. Best Practices

41. Best Practices