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:
The program is structured around specific media verticals, so all major media have their own version of the survey. Media versions are available for:
Surveys are conducted on an ongoing basis, with quarterly term-points which allow us to aggregate and trend data over time.
Participation in the program is simple and direct: Borrell Associates provides links, template email, and other support services. Clients are responsible for sending an invitation email to their advertising clients and prospects. The email directs Local Advertising clients to a survey specifically designed to capture each Project Partners’ data for specific, local area reports.
In total we have completed three “Waves” of these surveys involving over 300 media partners and collecting responses from over 14,000 Local Advertisers from across the nation, with 9,000 completed interviews with all data.
Partners can expect a 10%-20% response rate from their email sends, with a 70% completion rate among responders. We offer a quarterly incentive of a sweepstakes drawing for the most recent version of an iPad to one winner among all respondents to all survey types for each quarter.
Participation typically has fees in the range of $1,000, depending upon agreements.
At a minimum all clients receive a customized Local Advertiser Summary populated exclusively with their own respondents’ data, a list of all local businesses providing contact data, and a PowerPoint Summary of the aggregate data the conclusion of each quarter.
Borrell also sends notices to all participants that announces the iPad winner for each quarter and provides a link to download an “SMB Report for SMBs” based on the aggregate data.