Media Kit 2009 - Angie`s List Business Center
Transcription
Media Kit 2009 - Angie`s List Business Center
® This is the one tool you should be using. Media Kit 2009 2009 Media Kit Yes, there’s an Angie 2 Angie’s List 101 3 Membership Growth 4 Acquiring Members 5 The Categories 6 Member Profile 7 Media Comparison 8 Spending Habits 9 Yes, there’s an Angie. Angie Hicks brings more than 14 years of experience as a consumer advocate and entrepreneur to Angie’s List. The idea for Angie’s List began in Columbus, Ohio, in 1995. After her friend and Angie’s List co-Founder was having trouble remodeling a home, Angie accepted a challenge to start a business that would help homeowners find reliable service companies. The concept was, and remains, simple - harness the power of neighbors talking over the fence sharing stories about their experiences with local service companies. Angie set out door-to-door to recruit members and collect reports from friends and neighbors. It’s with this information that she took the “ask your neighbor” concept to a higher level, using the detailed feedback from members as the basis for providing up-to-date, reliable, unbiased ratings and reviews on local service companies to consumers. Angie signed up more than 1,000 members throughout Columbus in the first year, many of whom remain faithful Angie’s List members today. That laid the foundation for what would become one of the fastest-growing companies in the U.S. Since then, she led an expansion from a 100-square-foot office to a nationwide operation. Angie’s List now serves more than 750,000 consumers and was named three consecutive years to the Inc. 500 list of the fastest growing privately-held companies in the nation by Inc. magazine. Angie’s List entered the marketplace before the Internet changed the way consumers and most contractors go about their daily lives. Beginning with a call center and magazine, Angie’s List became an early adopter of web-based technology and is now known as a pioneer in electronic word-of-mouth marketing. Angie Hicks Founder and Chief Marketing Officer 2 ® 1. Angie’s List is a word-of-mouth network for consumers with more than 750,000 members nationwide. Angie’s List members rate and review service companies and health care providers in more than 400 different categories. These consumers pay a membership fee to access the ratings and information on Angie’s List. Members search for top-rated service companies and doctors on Angie’s List 25,000 times every day, and we receive more than 40,000 new reports from our members each month. When our members need service, they check Angie’s List via our magazine, website or call center to find out who does the best work based on the feedback of other local consumers. 2. Companies don’t pay to be on Angie’s List. Furthermore, 101 “You’ve struck a rare balance of working for the benefit of both your customers and the contractors. Life would be much harder without you.” – Steve Flagg, Portland, OR American Home Maintenance companies can’t add themselves to the List. The only way a company is added to Angie’s List is when one of our members (a consumer who has used your service) tells us about their experience in a member report. It only takes one report to get on the List. The List is strictly based on the feedback of area consumers that are Angie’s List members. A- and B-rated service companies are invited to offer discounts to our members, but it is not required to be on the List. “My business increased more than 50% in 2008, and I could not have done it without Angie’s List.” – Rodney Turner, Durhman, NC American Craftsmen of NC 3. A company’s standing with Angie’s List is recorded on an A-F grading scale (just like a school report card). When our members research local companies through our magazine, website or call center, we first share information on A-rated or B-rated companies. Besides the company name and how to get in touch with them, we also share details, such as: • Number of employees • Area of specialization • Hours of operation • Location “I truly believe that your website has given my company a big advantage over other home improvement companies.” - Mitchell Kersch, Bayside, NY Major Homes Corp • Member reviews • Company logo, photos of work and an audio message 3 Reach more than 750,000 members nationwide. Angie’s List is more than 750,000 members strong – and growing. Thanks to Angie’s List members telling their friends and neighbors where they can go to find great companies, word is spreading fast! Angie’s List is nationwide. With our national presence and local approach, advertisers are able to market their company, product or services across the country or narrow their advertising to target specific zip codes. 2004 147,992 2005 245,044 2006 375,000+ 2007 500,000+ 2008 650,000+ 2009 750,000 4 Cultivating new customers Angie’s List is a national company with local chapters. We have implemented a major media public relations and advertising strategy coupled with traditional local advertising campaigns to attract new members. Angie’s List has been featured on Good Morning America, The Today Show, CNN, NPR, in addition to a variety of print media like the New York Times, U.S. News & World Report and Money. “Jump on your cyber-soapbox at AngiesList.com…” The Motley Fool, December 2008 “How to avoid headaches when renovating” Boston Globe, November 23, 2008 “To protect yourself-and your money... check Angie’s List” Popular Mechanics, November 2008 10 Great Sites for Local Content and Mobile Devices PC World, October 02, 2008 “Ýou can find Dr. Right, With Some Effort” The New York Times, September 9, 2008 “Check handyman sites like … angieslist.com.” Good Housekeeping, April 2008 “Angie’s List – the place you go for a good plumber.” CNN, April 2008 “How to Find a Contractor You’ll Love” Money magazine, April 2008 “How to hire a reliable contractor” Kiplingers, May 2008 5 Connecting consumers with quality service professionals Angie’s List collects and shares information on service providers in more than 400 categories including plumbers, painters, mechanics, dentists, doctors and more. Take a peek at some of the categories on the List… Home Lawn & Garden Health Auto Pets • Body Work • Detailing • Boarding • Inspections • Grooming • Sales • Carpet Cleaning • Doors • Electrical • Flooring • Basketball Goals • Gutters • Decks & Porches • Handymen • Driveways • Heating & AC • Fencing • Housecleaning • Chiropractic Care • Dentistry • Fountains • Lighting • Dermatology • Greenhouses/Nurseries • Locksmiths • Internal Medicine • Landscaping • Moving • OB/GYN • Land Surveying • Painting • Ophthalmology • Lawn Irrigation • Pest Control • Plastic Surgery • Lawn & Yard Work • Plumbing • Primary Care Marinas • Remodeling • Mulch & Topsoil • Roofing • Pooper Scoopers • Service • • Training • Tires • Psychiatry • Pools & Spas • Siding • Veterinarians • Towing • Psychology • Tree Service • Windows 6 Angie’s List member demographics Angie’s List members represent many of the most affluent, educated and successful consumers in each market. Gender Male: 35% Female: 65% Age composition Median age: 50.6 years old Household income Angie’s List members are in the top 15% of wage earners in the US. 65% have net worth more than $250,000 Employment: 81% employed in professional positions Spending habits 96% own their homes Angie’s List member loyalty 73% read Angie’s List magazine every month Data from MRI, Claritas, Equifax, and Angie’s List surveys. 7 Media Comparison Consumers are bombarded with advertising messages each day. Oftentimes the message doesn’t reach the intended consumer, gets lost among other messages or doesn’t reach the customer at their time of need. And because traditional media doesn’t have a standard for quality service and workmanship that companies must meet to advertise, consumers often place little trust in the advertising message. That’s not the case with Angie’s List. Advertising through Angie’s List is by invitation only. Service companies must maintain an A or B rating with at least one current report to be eligible to participate in a few exclusive advertising opportunities. With Angie’s List, your message reaches a more affluent and educated consumer, you have limited competition from other advertisers, and Angie’s List members know that our advertisers come highly recommended from other members. Angie’s List members are among the most affluent consumers in your market. Their household income is 40% higher than viewers of the morning and evening news; 25% higher than newspaper and lifestyle magazine readers and 30% higher than consumers who use the Yellow pages. How Angie’s List compares to other traditional media. Male/female Average age Home ownership Attended or graduated college Hired a contractor for a home Improvement or repair in the last year Angie’s List 35/65 50.6 96% 91.5% 89% Lifestyle Magazines 33/67 46.4 74.3% 70.6% 22.3% Newspapers 50/50 50 77.7% 66.7% 20.9% Yellow Pages 48/52 43.6 71.8% 63.8% 17.7% TV News - Evening 50/50 46.8 68.6% 57.8% 15.7% TV News - Morning 45/55 51.2 72.1% 45.4% 15.1% Data from MRI, Claritas, Equifax, and Angie’s List surveys. 8 Angie’s List members plan to spend $23,450 on home projects in 2009. Advertisers have more than a 9 to 1 advantage in generating leads from our members.* Angie’s List offers exclusive multi-platform advertising opportunities to market your company and products. With advertising opportunities through our magazine, website, call center and opt-in emails all of which are limited to just a few advertisers each, Angie’s List has an assortment of highly effective tools to reach consumers. Angie’s List members plan on spending an average of $23,450 this year on improvements to their home.** A and B rated service companies are eligible to capitalize on their good reputation with Angie’s List members through our exclusive advertising opportunities. Our more than 750,000 members encompass many of the most affluent and educated consumers in the market. Unlike most advertising tools available, many of the options available through Angie’s List are scaleable and customized to your company’s unique needs. Advertising can be scaled back to target only members within a specific zip code or can be expanded to reach members on a national level. Angie’s List provides separate opportunities for product manufacturers. Whether interested in reaching our members or nearly 800,000 service companies, Angie’s List offers several unique, multi-platform tools for communicating your message. Product advertising opportunities include print, website and opt-in emails. Angie’s List offers companies on the List several ways to market their business to our members, including some features for free. These tools are designed to help our members learn more about your company and the services you provide. Free Features: • Detailed Company Profile • Specify Service Areas • Link to Your Website • Respond to Member Reports • Report Notification by E-mail • Customer Report Brochures • E-mail/Phone Assistance *9 to 1 advantage refers to a comparison based on the average number of reviews through our call center and website of advertisers versus A-B rated service companies on the List who don’t advertise in all markets and categories between 1/1/2008 – 12/31/2008. **Commissioned poll of Angie’s List members conducted by Bellwether Research & Consulting. ***According to search requests among Angie’s List members 1/1/2008 – 12/31/2008. 9 Angie’s List data is certified The Angie’s List report collection process was again certified by independent auditor BPA Worldwide in February 2009. The exhaustive audit confirms that Angie’s List follows a consistent and documented process to present all member ratings and input fairly. Angie’s List is a premium service A certified data collection process is just one reason why Angie’s List is better than free review sites: • No anonymous reviews • Contractors and doctors are alerted to new reports free of charge. • Contractors and doctors are encouraged to respond to every report so our members see both sides of the story. • Members can only report on specific hiring experiences one time. • Live call center support 10 List lovers unite! “Having recently moved to Indianapolis and into a home which needed quite a few things redone, I have found Angie’s List to be an invaluable tool. The only times I got ‘burned’ were before I became a member!” Andrea W., Indianapolis, IN “Angie’s List is a fabulous concept! Thanks for helping me out, especially when it’s so difficult to ascertain whom to call when your house is ‘sick’!” Prudence C., Belmont, CA “The guidance Angie provides is a big help! It’s an excellent guide to find the people that do high quality work.” Homer E., Columbus, OH “I’ve used several references from Angie’s List and have had much better success than thumbing through the phone book.” Theresa & Chris P., Charlotte, NC “I think it’s great that people can use Angie’s List for medical referrals. I absolutely love my pediatrician, and I think people should know about my holistic dentist!” Joan L., San Jose, CA “Being a single woman, it’s comforting to have a list of providers that people have already had experiences with to refer to. The monthly publication is also full of great information.” Ida A., Cleveland, OH “Being first-time homeowners is scary enough without having to search blindly for quality service providers. We’re thankful that Angie’s List is there to point us in the right direction.” Alex & Becca S., Chicago, IL 11 1030 E. Washington St., Indianapolis, IN 46202 1-866-543-LIST • CompanyConnect@AngiesList.com Company.AngiesList.com