Borrell Associates, Inc

The Local Advertiser (Small and Medium Business (SMB)) Survey program is designed to allow clients to conduct surveys directly with their own clients and prospects.  With the media and advertising landscapes changing and transforming so dramatically, it has never been more important to understand what clients are doing and considering for the immediate future in their advertising and marketing plans and buys.

The Local Advertiser SMB Program provides key intelligence at a broad variety of levels—what is happening with each partners’ own advertising clients and prospects, how that group is similar or different from the larger national group.

Composed of some fifty questions, the standard surveys examine these issues:

• Current and expected investments in key media, newspapers, broadcast and cable TV, radio, yellow pages, direct mail, and more
• Use and experience by local SMBs with social networks, particularly Facebook
• Experiments in mobile advertising and marketing efforts
• The appeal of “Deal of the Day” Groupon type offers to local SMBs
• Adoption of Reputation Management strategies
• Email Marketing/One-to-One business to consumer communication efforts
• Other advertising and marketing issues

These surveys are designed to assess the digital audience delivered by local media—newspapers, TV, weeklies, alternative publications—or anyone else who maintains a news and information focused digital presence on the Web or mobile.

These surveys provide direct insight into the current user base of any news and information media as to:

• Demographic Profile
• Information Interests
• Shopping and Buying Behaviors
• Technology Adoption and Use

Visitor Estimates are a set of proprietary tools that provides calculations of the actual number of people using a site based on a combination of survey research and local site traffic information (Omniture, Google Analytics, WebSideStory, etc.).    All sites with server side traffic analytics know their “Unique Visitor” (UV) counts.  The UV counts, however, do not in fact report on the number of people using a site, but rather provide a count of cookies placed on browsers within local computer environments.  Because of the use of multiple devices, cookie-clearing, and other factors, there is no equivalence between “People” and “Unique Visitors.”

Our “Visitor Estimate” solves this problem.  Knowing how many people use a site provides key business advantages in allowing accurate framing of strategic investments in digital platforms, creating accurate ROI calculations for business proposals to advertising clients, and accurate sizing of audiences in multiple dimensions.

The Visitor Estimates or Projections provide calculations for:

• Total Audience - Number of people using the site in sampling month
• Local Audience - Number of people reporting NDM ZIPs for principal residence
• In-Market Reach - Local Audience number as a percentage of total local adult population
• Web-Unique - Number of site users who had not read Local Print in last 7 days
• Incidental Audience - Number of people who visited the site at least once, but less than 3 times in month
• Core Audience - Number of people who visited the site at least 4 times or once per week in month
• Fly-by Audience – One time visitors