2009 Advertising Effectiveness Study

Transcription

1 Advertising Effectiveness Study Prepared by: John Claman

2 Objectives 1. Determine and trend Manhattan 24/7 advertising recall for television. 2. Determine Manhattan 24/7 advertising s effect on motivation to shop in Manhattan. 3. Measure rates for customers who have traveled to Manhattan for shopping purposes in the last two years. 4. Determine the stores, services, attractions and events that are driving customers to Manhattan for their shopping needs. 5. Gather suggestions for improvement of Manhattan as a shopping community. 6. Determine the attributes and features surrounding communities are looking for in their shopping destination.

3 Methodology Invitation letters mailed in late May 4,740 randomly selected households Female head of household between 18 and 64 years of age Counties: Region 1 Pottawatomie Wabaunsee Riley (Excluding Manhattan) About 800 listings from Manhattan (66503) were inadvertently included in the original mailing. Responses from this area were excluded in the final results and 800 additional listings mailed across the rest of the survey area in June to make up for the error. Region 2 Clay Marshall Washington Region 3 Dickinson Geary Morris

4 Response 585 filled out the survey 12.3% Response rate down 3 points from Survey conducted 3 months later in the year Still well over the desired threshold of 1 and sufficient to meet study objectives

5 To begin, I'd like to know how much you like shopping in Manhattan, Kansas. Would you say you like it a lot, a little or not too much? % 64% 63% 3 32% 31% 5% 2% 3% 1% 1% 1% A Lot A Little Not Too Much Don't Know 2007

6 To begin, I'd like to know how much you like shopping in Manhattan, Kansas. Would you say you like it a lot, a little or not too much? 10 Like Shopping In Manhattan A Lot 8 62% 62% 73% 73% Region 1 Region 2 Region 3

7 To begin, I'd like to know how much you like shopping in Manhattan, Kansas. Would you say you like it a lot, a little or not too much? 10 Like Shopping In Manhattan A Lot 8 47% 45% 62% 54% 72% 68% 69% 67%

8 To begin, I'd like to know how much you like shopping in Manhattan, Kansas. Would you say you like it a lot, a little or not too much? 10 Like Shopping in Manhattan A Lot 8 64% 65% 64% 66% 66% 69% 65% 57% 7 62% 62% 59% $25,000- $39,999 $40,000- $54,999 $55,000- $69,999 $70,000- $84,999 $85,000- $99,999 $100,000 or more

9 How much do you agree or disagree with the following statement: "My shopping experience in Manhattan, Kansas has improved over the past year." % 17% 14% 48% 45% 31% 28% 24% Strongly Agree Somewhat Agree Neither Agree nor Disagree 6% 8% 7% 5% 5% 5% Somewhat Disagree Strongly Disagree 2007

10 How much do you agree or disagree with the following statement: "My shopping experience in Manhattan, Kansas has improved over the past year." % 55% 57% 59% 57% 55% Region 1 Region 2 Region 3 Somewhat or Strongly Agree Somewhat or Strongly Agree

11 How much do you agree or disagree with the following statement: "My shopping experience in Manhattan, Kansas has improved over the past year." % 63% 61% 61% 61% 63% 57% Somewhat or Strongly Agree Somewhat or Strongly Agree

12 How much do you agree or disagree with the following statement: "My shopping experience in Manhattan, Kansas has improved over the past year." % 64% 64% $25,000- $39,999 47% $40,000- $54,999 55% 54% 53% $55,000- $69,999 $70,000- $84,999 59% 61% $85,000- $99,999 63% 49% $100,000 or more Somewhat or Strongly Agree Somewhat or Strongly Agree

13 Please indicate how many items you have purchased online within the past 60 days % 22% 22% 45% 45% 44% 19% 21% 22% 9% 13% 12% Zero One to Three Four to Seven Eight or More 2007

14 Respondents who purchased something online within the past 60 days. Bought Online % 8 77% 8 78% 76% Region 1 Region 2 Region 3

15 Respondents who purchased something online within the past 60 days. Bought Online % 82% 82% 84% 76% 76% 74% 75%

16 Respondents who purchased something online within the past 60 days. Bought Online % $25,000- $39,999 89% 83% 83% 79% 81% 72% 74% 74% $40,000- $54,999 $55,000- $69,999 $70,000- $84,999 $85,000- $99,999 87% 85% $100,000 or more

17 In the past year, have you seen any of the Manhattan 24/7 commercials on television (this includes on any network, cable, or satellite channels)? % 46% 61% Yes

18 In the past year, have you seen any of the Manhattan 24/7 commercials on television (this includes on any network, cable, or satellite channels)? % 53% 54% 45% 42% Region 1 Region 2 Region 3

19 In the past year, have you seen any of the Manhattan 24/7 commercials on television (this includes on any network, cable, or satellite channels)? % 62% 57% 54% 54% 46% 47% 43%

20 In the past year, have you seen any of the Manhattan 24/7 commercials on television (this includes on any network, cable, or satellite channels)? % 62% 59% 62% % 45% 42% $25,000- $39,999 $40,000- $54,999 $55,000- $69,999 $70,000- $84,999 $85,000- $99,999 $100,000 or more

21 How much do you agree or disagree with the following statement: "The Manhattan 24/7 advertisements have improved my perception of Manhattan as a shopping destination." % 18% 64% 65% 61% 9% 6% 8% 3% 4% 5% 6% 7% 3% Strongly Agree Somewhat Agree Neither Agree nor Disagree Somewhat Disagree Strongly Disagree 2007

22 How much do you agree or disagree with the following statement: "The Manhattan 24/7 advertisements have improved my perception of Manhattan as a shopping destination." 10 8 Somewhat or Strongly Agree 27% 33% 3 24% 21% 19% Region 1 Region 2 Region 3

23 How much do you agree or disagree with the following statement: "The Manhattan 24/7 advertisements have improved my perception of Manhattan as a shopping destination." % 26% 29% 25% 21% 23% 23% 24%

24 How much do you agree or disagree with the following statement: "The Manhattan 24/7 advertisements have improved my perception of Manhattan as a shopping destination." % 24% 23% 25% 22% 22% 28% 29% 3 21% 32% 25% $25,000- $39,999 $40,000- $54,999 $55,000- $69,999 $70,000- $84,999 $85,000- $99,999 $100,000 or more

25 Has the Manhattan 24/7 advertising campaign motivated you to shop in Manhattan? % 23% Yes 2007

26 Has the Manhattan 24/7 advertising campaign motivated you to shop in Manhattan? % 21% 21% 19% Region 1 Region 2 Region 3

27 Has the Manhattan 24/7 advertising campaign motivated you to shop in Manhattan? % 24% 23% 23% 21% 18%

28 Has the Manhattan 24/7 advertising campaign motivated you to shop in Manhattan? % 24% 21% 24% 26% 26% 27% 19% 23% 22% 19% $25,000- $39,999 $40,000- $54,999 $55,000- $69,999 $70,000- $84,999 $85,000- $99,999 $100,000 or more

29 When choosing which city you shop, how important to your shopping decision is each of these situations? % 87% 84% Very or Extremely Important 86% 8 82% 76% 75% 72% 73% 73% 72% 68% 69% 65% 65% 64% 58% 2007 Selection Quality Service Location Price Familiarity

30 Assuming you're in the mood to go shopping, how influential to you is each of the following types of advertising? Not at All Influencial Very Influencial Internet Advertising 5 Internet Advertising 9% Newspaper Advertising 26% 19% 18% Newspaper Advertising 28% 31% 31% Direct Mail Advertising 22% 23% 24% Direct M ail Advertising 28% 3 31% Television Advertising 24% Television Advertising 23% 22% Radio Advertising 33% 37% 31% Radio Advertising 13% 9% 12% Billboard Advertising 55% 53% 53% Billboard Advertising 3% 4% 4%

31 Please indicate all those things that bring you to Manhattan, Kansas? % 63% % 42% 29% 25% 24% 18% 1 6% 6% 5% 5% Town Center Med/Dent Downtown KSU Athletics Zoo Art Museums Art/Theatrical/Music Aggieville Outdoor Rec Farmers' Market Restaurants Work Family Wal-Mart Target

32 When you shop in Manhattan, Kansas, what time and day of the week do you find you shop most often? % Saturday, most often afternoon to early evening 15% 14% 13% 12% Saturday, most often early morning to Noon Monday- Friday, 1PM to 5PM Monday - Friday, most often early morning to noon Monday- Friday, most often after 5PM 6% 4% 2% Sunday, most often afternoon to early evening Monday - Friday, Noon to 1:00 PM or lunch hour Sunday, most often early morning to Noon 5% Other

33 When you shop in Manhattan, Kansas, what time and day of the week do you find you shop most often? % 19% 16% 17% 15% 11% 12% 12% 14% 11% 13% 13% 7% Monday- Friday, most often after 5PM Saturday, most often early morning to Noon Monday- Friday, 1PM to 5PM Monday - Friday, most often early morning to noon 39% 32% Saturday, most often afternoon to early evening 1 5% 5% 5% 6% 2% 4% 5% 2% 1% 2% 4% Sunday, most often afternoon to early evening Region 1 Region 2 Region 3 Monday - Friday, Noon to 1:00 PM or lunch hour Sunday, most often early morning to Noon Other

34 When you shop in Manhattan, Kansas, what time and day of the week do you find you shop most often? % 14% 11% 1 Monday - Friday, most often early morning to noon 23% 18% 15% 15% 14% 1 12% 12% 12% 12% 14% 9% 9% 5% 4% 1% Monday - Friday, Noon to 1:00 PM or lunch hour Monday- Friday, 1PM to 5PM Monday- Friday, most often after 5PM Saturday, most often early morning to Noon 38% 32% 25% 24% Saturday, most often afternoon to early evening 7% 9% 3% 1% 2% 2% 4% 2% 3% 5% 7% 1% Sunday, most often early morning to Noon Sunday, most often afternoon to early evening Other

35 When you shop in Manhattan, Kansas, what time and day of the week do you find you shop most often? % 1 11% 13% 1 8% 6% 2% 3% 3% 5% 7% Monday - Friday, most often early morning to noon Monday - Friday, Noon to 1:00 PM or lunch hour 23% 23% 21% 18% 17% 14% 14% 16% 17% 12% 9% 9% 9% 8% Monday- Friday, 1PM to 5PM Monday- Friday, most often after 5PM Saturday, most often early morning to Noon 35% 33% 32% 32% 28% 24% Saturday, most often afternoon to early evening 1 3% 3% 4% 6% 7% 7% 4% 6% 8% 1% 2% 2% 3% 2% 3% 2% Sunday, most often early morning to Noon $25,000-$39,999 $40,000-$54,999 $55,000-$69,999 $70,000-$84,999 $85,000-$99,999 $100,000 or more Sunday, most often afternoon to early evening Other

36 As a shopper in Manhattan, what improvements would you like to see? % 11% 9% 8% 7% 7% 6% 6% 6% 2% 53% Kohls Improve Traffic Restaurants Nothing More/Better Parking Sam's Club Old Navy Olive Garden Red Lobster Bed, Bath & Beyond Other

37 To compete with the other cities and towns across Kansas, what can Manhattan merchants do to get/keep your business? Please rate how influential each item below is to you. mailing coupons rewards card for loyal customers special promotions on specific days interest free financing shuttle to & from weekends 8% 9% 10 % 17% 18 % 16 % 28% 28% 31% 49% 44% 41% 39% 52%

38 What is your current county of residence? Females 18 to 65 Percent of area % 17% 16% 16% 13% 13% 11% 8% 8% 8% 8% 9% 6% 5% 5% 6% 3% Pottawatomie Wabaunsee Riley Clay Marshall Washington Dickinson Geary Morris

39 Are you 10 97% 95% 97% % 5% 3% Male Female

40 Your age % 37% 37% 29% 24% 23% 24% 25% 11% 11% 11% 1% 1% 1% 2% 2% 3% Under and Over 2007

41 Your marital status % 92% Married 91% 9% 8% Single 9% 2007

42 Number of children in your household under 18 years old % 55% 17% 16% 14% 17% 17% 16% 7% 7% 7% 2% 1% 2% 2%1% 1% or more 2007

43 Your highest level of education % 16% 16% 11% 11% 9% Grade School High School Trade/ Vocational School 29% 29% 26% Some College 28% 29% 25% College Graduate 17% 17% Postgraduate College 2007

44 Your occupation 8% 2% 5% 23% % 27% 11% 17% 15% 14% 7% 11% 2% 12% 17% 13% Military Homemaker Education Owner/Self Employed Production/ Assembly Executive/ Managerial Provessional/ Specialty Retired Other 2007

45 What was your total household income? % 3% 2% Under $25,000 13% 12% 1 $25,000- $39,999 19% 19% $40,000- $54,999 23% 21% 21% 19% 16% $55,000- $69,999 $70,000- $84,999 14% 16% 11% 12% 13% 13% $85,000- $99,999 $100,000 or more 2007

46 Conclusions 1. Manhattan s strength as a shopping destination mostly unchanged to perhaps slightly dampened Compensating for a slight slip among younger/lower income respondents was an increase among year old and upper income respondents for those who like to shop Manhattan a lot A very slight overall decrease in perception that Manhattan shopping has improved recently, but mostly due to a relatively large decrease in the Somewhat Agree response among year olds as well as overlapping 40-55K and 100K+ income responses. 2. The Manhattan 24/7 Television advertising campaign has substantially increased reach with slight improvements in effectiveness The Television campaign was much more widely seen than in 6 in 10 Contrary to, older respondents were more likely to have been exposed to Manhattan 24/7 advertisements but all groups grew their recall percent Another year of slight increases in those who said the 24/7 campaign improved their perception of Manhattan as a shopping destination, especially from eastern and northern regions of the area and higher income respondents. Also, another slight increase in those who are motivated to shop in Manhattan as a result of the campaign, especially from the eastern region of the area and higher income /middle age respondents.