HOME IMPROVEMENT

Transcription

HOME IMPROVEMENT

F.C.T. Report: Home Improvement
RAB Webinar, January, 2014
Radio Advertising Webinar
RAB F.C.T. Report:
HOME IMPROVEMENT
Tammy Greenberg
SVP/Business Development
Radio Advertising Bureau
RAB F.C.T. Report:
HOME IMPROVEMENT
Michelle Novak
Manager of Client Sales & Services
Presslaff Interactive Revenue
2
© 2014 BIA/Kelsey. All Rights Reserved.
Radio Advertising Bureau, www.rab.com
Presslaff Interactive Revenue, www.presslaff.com
Copyright 2014
Page 1
Your home.
Your Voice.
Survey Results.
If You Target These Businesses/Categories:
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Appliance Stores
Nurseries
Windows/Doors
Roofers
Garage
Lumber Yards
Hardware Stores
Realtors
Banks
Home Security
Electrical
HVAC
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General/Specific Contractors Landscape Interior Design
Painters
Lighting Stores
Tile Stores
Carpet Hardwood/Flooring
Furniture Home Theater Patio/Outdoor Furniture Solar
You’re in the right place….
Copyright 2014
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F.C.T. Report Overview
F.C.T. Report Purpose: Provide local stations with sales oriented data on listeners’ brand and product preferences, interests and purchase intentions. Provide national and local results for local station sales purposes.
Method: Online Survey. Compilation of local station respondents into one national survey. RAB provided one $500 AMEX gift card as incentive.
Industry Participation: 134 stations representing 31 groups, resulting in over 12,300 respondents.
Survey Dates: October 29 – November 19, 2013
Winner: An Alpha Radio, Portland (KUPL) Listener
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Results by All
Male
Female
18‐34
35‐54
55+
Data re‐weighted against national census courtesy of Edison Media
Do you own your home?
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
You are reaching HOME OWNERS:
U.S. Census home ownership ‐ 65.3%.
Respondents over 75%
All
Male
Female
18‐34
35‐54
55+
I own
I rent
I live with a
I plan to buy a
relative or friend home in the next
year
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Homeowners planning to add a room to their home…
35%
All
Male
Female
18‐34
35‐54
55+
30%
25%
Spring campaigns for:
Deck ‐ Walkway Contractors
Lumber‐Furniture – Fire Pits
20%
15%
10%
5%
0%
Patio Bathroom Different Bedroom Home Great Den Dining Deck
Room
Office
Room
Room
Porch
Top 5 Interior upgrades: (Homeowners Only)
All
Male
Female
18‐34
60%
35‐54
55+
Bathrooms: Top Upgrade.
Second for Room Additions:
Fixtures‐Lighting‐Cabinets‐Tile‐
Electrical‐Hardware
50%
40%
30%
20%
10%
0%
Bathroom
Kitchen
Paint or wallpaper
Replace or
interior room(s) refinish flooring
Replace or add
carpeting
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Of those planning to Upgrade Kitchen: 54% Also Looking to Upgrade Bathroom
All
60%
Of those planning to Upgrade Bathroom: 50% Also Looking to Upgrade Kitchen
60%
50%
50%
40%
40%
Big payoff:
Work this group, get two for 30%
one!
30%
20%
20%
10%
10%
0%
0%
Kitchen
Bathroom
Additional Interior upgrades:
(Homeowner Only)
30%
All
Male
Female
18‐34
25%
35‐54
55+
1 in 4 18‐34 looking for appliances, fixtures, window treatments.
20%
15%
10%
5%
0%
Appliances Fixtures
Window Organize Basement Master
Treatment Closets
Bdrm
Lighting
Tiling
Living
Room
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Top 5 Exterior upgrades: (Homeowner Only)
40%
All
Male
Female
35%
Sew the seeds now for Spring.
30%
25%
20%
15%
10%
5%
0%
Landscaping Paint Fencing Walkways Windows Power Wash
Sidewalks Skylights
Driveways
Additional Exterior upgrades: (Homeowner Only)
18%
All
Male
Female
16%
Think about promotions: Should it be the Landscape Makeover or Fantasy Garage?
14%
12%
10%
8%
6%
4%
2%
0%
Gutters Doors Roof Lighting Garage Siding Pool
Downspouts
Whirlpool/Tub
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Are you thinking about any of these specific improvements? 20%
All
Male
Female
18‐34
35‐54
55+
18%
Package with Tax Time and energy incentives.
16%
14%
12%
10%
8%
6%
4%
2%
0%
A/C Insulation Electrical Heat Plumbing Water Fireplace Solar Stove Other
Heater Panels (Wood/
Propane/
Coal)
Are you looking for environmentally friendly/“green” products?
60%
All
Male
Female
18‐34
50%
35‐54
55+
It’s kind of easy to be green.
Good info for copy.
40%
30%
20%
10%
0%
Yes
No
Doesn't matter
Doesn't apply
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When are you thinking about making these improvements? 40%
All
Male
Female
18‐34
35‐54
55+
35%
Start the campaigns now to reach immediate and longer term planners.
30%
25%
20%
15%
10%
5%
0%
In the next 3
months
In the next 6
months
In the next year
Not sure
Not planning on
making any
improvements at
this time
How much are you planning to spend?(All Respondents, those starting projects in 3,6, 12 months)
30%
All
3 mos
6 mos
1 year
Educate with Video. Email. Client Seminars:
How to Budget for Home
Improvements
25%
20%
15%
10%
5%
0%
Under $1000 ‐
$1000
$2500
$2500 ‐
$5000
$5000 ‐
$10,000 ‐ $25,000 ‐ $50,000 Haven’t set
$10,000 $25,000 $50,000 Plus a Budget
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70%
How do get your home improvement work done?
All
Male
Female
18‐34
35‐54
55+
60%
Advertisers should help the DIY DO IT:
Tips and expertise spots/emails/videos
On Site Seminars
50%
40%
30%
20%
10%
0%
DIY Purchase Materials Use Co. where Some DIY Hire Contractors Contractor Does Materials Some Contractor for ALL Work
Work
Purchased
Where Do You Shop for Your Home Improvement Needs?
90%
All
Male
Female
18‐34
35‐54
55+
80%
Big Box no surprise.
Local can lead by becoming the expert.
70%
60%
50%
40%
30%
20%
10%
0%
Home Lowe’s ACE Discount Local Menards Local Online Best Buy TruValue Local Other Direct None Depot
Dept. Hardware
Lumber
Appliance
of the Stores
Yard
Store
Above
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What factors do you consider when choosing a contractor? All
80%
Male
Female
18‐34
35‐54
70%
55+
Big Marketing Take Homes!
Good for on air copy.
Off air: Reputation Management Project
60%
50%
40%
30%
20%
10%
0%
Rep‐
Pricing Referrals Licensed Avail‐
BBB Referrals Online Sales Location
utation Family
ability Accred Pros Reviews
Friends
Source for information on home remodeling projects?
Top 4 by far…
60%
All
Male
Female
18‐34
35‐54
55+
Share info with Clients.
Use in campaigns.
50%
40%
30%
20%
10%
0%
Online Search
Ask friends for
recommendations/referrals
Watch home remodeling tv Big chain home improvement
shows
stores
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Advertising influences on home improvement projects? (Of those choosing a type…)
40.0%
35.0%
All
Male
Female
18‐34
35‐54
55+
Radio High. Social Low.
Perfect info for
Media Planners.
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
.0%
Radio Television Newspaper Online Magazines Other Social Yellow Media Pages
Favorite radio station personalities commercials impact on trust… 60%
50%
Get your personalities involved!
40%
30%
20%
10%
0%
The same
More
All
Male
I don't know
Female
18‐34
35‐54
Less
55+
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Opt In For follow up information:
All
80%
Almost 1/3 ready and willing to be marketed to!
70%
60%
50%
40%
All
30%
20%
10%
0%
Yes
No
Building Your Sales Plan: Use information to get in the door with multiple businesses
Highlight the high home ownership of radio listener respondents
Note kitchens and bathrooms‐ big interest, big dollars and big overlap.
DIY is huge opportunity: “Tools and Tips Campaign”
Personality as expert
Store seminars
Events
What You Need to Know: Zoning, Permits
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Building Your Sales Plan: Timing is everything: Respondents ready NOW and LATER…
Spring: Patios/Landscaping/AC
Fall: Heating, Insulation, Fireplaces, Wood Stoves
Think outside the box:
Financing for projects? Banks
Security systems for upgraded home
Designers: Creating the perfect kitchen on an imperfect budget
Realtors: High 18‐34 mean possible upgrade? Building Your Sales Plan: Marketing and Campaign Ideas: ¼ haven’t set a budget. ¼ aren’t sure when to start. Need for Education:
How to Budget
How to Plan
Where to Start?
Vignettes
TARGETING: If you participated in the Report, use your data to target
specific offers, based on specific interests.
Copyright 2014
Page 14
Home Improvement Case Study
Country Radio Station
Mid‐sized Market
Result = New On‐Air and Email Marketing Ad Dollars Issue
Large Home Improvement retailer pulled advertising from the station. They did not believe that the station had listeners who were interested in doing Home Improvements or interested in shopping there. Challenge
Demonstrate that client should continue advertising on the station & show other Home Improvement retail stores/providers that their audience is a viable target.
Database Solution
Put together a Home Improvement Survey to collect information on station listeners, their plans for Home Improvement projects and where they shop for Home Improvement supplies/services.
The Results
• Presented the results of the survey to potential Home Improvement clients • Created Sales Sheet highlighting survey results
• Created Sales Package offering clients the chance to send targeted emails to listeners based on their Home Improvement interests given in the survey. Radio Advertising Bureau, www.rab.com
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Page 15
The Sales Successes
Set Appointment Sales Reps set appointments with advertisers to share a unique opportunity to directly reach qualified consumers looking to do home improvement product.
Share Data
Share results of survey, particularly focusing on two data points:
‐ Qualified respondents planning the specific type of home improvement project that business provides
‐ Opted‐in members looking in saving money on their project
The Sales Successes
Offer ‐ Email qualified consumers who opted‐in for more home improvement information. Email included a special savings offer or incentive to contact the advertiser and consider a purchase.
‐ The opportunity to reach a larger audience with a traditional advertising campaign in order to reach other likely customers who weren’t represented in the survey.
Set Expectations
Small numbers are ok..these are qualified customers who are ready to buy. ‐ Ask how many people do you need to get through the door of your business?
‐ Ask for a specific sales target/goal?
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The Sales Successes
The Results
• In one month, station sold 4 targeted emails to 3 different clients. (Gutter company, Roofing company, Energy Efficient specialist)
• The station also received new on‐air advertising dollars from other Home Improvement retailers and providers.
Targeted Emails
• Station charged flat fee to advertisers for sending emails to survey participants with interest in the specific type of home improvement provided by the advertiser.
• The sales team worked with advertisers to create the special savings offer which would provide the greatest incentive for calling the business to set an appointment and ultimately make a purchase.
The Targeted Emails
•
•
•
Survey Participants Needing New Gutters
Sent To – 105 Respondents Open Rate – 54.29%
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The Targeted Emails
• Survey Participants Needing New Residential or Commercial Roof
• Sent To – 105 Respondents
• Open Rate – 46.67%
The Targeted Emails
• Survey Participants Needing New Storm Doors
• Sent To – 200 Respondents
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The Targeted Emails
• Survey Participants Needing New Energy Efficient Furnace or Water Heater • Sent To – 130 Respondents
End of the Story…
• Happy Clients received Highly Qualified Prospects
• Station back in business with multiple home improvement advertisers.
Copyright 2014
Page 19
RAB F.C.T. Report:
HOME IMPROVEMENT
Tammy Greenberg
SVP/Business Development
Radio Advertising Bureau
tgreenberg@rab.com
Michelle Novak
Manager of Client Sales & Services
Presslaff Interactive Revenue
mnovak@presslaff.com
RAB Member Response
800-232-3131
MemberResponse@rab.com
FCTReport@rab.com
39
© 2014 BIA/Kelsey. All Rights Reserved.
Copyright 2014
Page 20

HOME IMPROVEMENT

Transcription

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