Some of you read them. Some of you don’t. I often get asked why each blog post has a Postscript (PS) or two. Postscripts are also called “afterthoughts.” In the case of my blog, I use them to reinforce different points made in the post, without clunking up the writing. I also use them to clarify and/or sum up something I’ve said. Often the PS is an action step or an application of the idea posed by the post. Sometimes it is a humorous anecdote or story from my past experiences.

Sometimes the PS hints at the next post. That was the case yesterday.

In 2005 I wanted to know what people thought and felt about Toy House. Before I could create a stronger brand, I had to know from where I was starting. To do that, I needed to do a survey. Here is what I did.

LOCAL COLLEGE STATISTICS CLASS

I contacted a professor at Spring Arbor University who taught statistics. Fortunately I already knew him. We had met at a networking event (one more reason why you should attend those events).

I told him what I wanted to do. I had a survey. I had the questions. I just needed someone to figure out the sample size, do the calling, and compile the results. It would be a live exercise for his statistics students. I agreed that I would write a letter of recommendation for all the students who participated, and that I would host a pizza party for the students when they had the results.

The professor thought it would be a fun exercise, and put it into his lesson plan at the appropriate time.

The students did the math and figured out we would need a sample size of 400 Jackson County residents to accurately measure the entire county within an acceptable margin of error. They also devised a random way to find those 400 people using the phone book. Each of the twenty students was then tasked with getting twenty survey results back within a two-week window.

QUESTION #1

The script I gave the students came from Roy. In a class I took, he showed me how to get an accurate assessment of where Toy House stood in the minds of Jackson County residents. It also showed how I compared to other stores selling toys in the area.

When someone answered the phone, the student would say …

“Hello, my name is (____). I am a Spring Arbor University student. My statistics class is doing a survey on toy shopping habits in Jackson County. Can I ask you a couple questions?”

“Please name all the stores you can think of that sell toys in Jackson.”

The students had a worksheet with all the possible places listed and a few blanks for some out-of-the-box thinkers. As the person named stores, the student would number them in the order they were named. After the person stopped, the student would say, “You named (list of all stores they named). Can you think of any others?” This went on until the person said they could not think of any others.

The beauty of this question is that it helps you see how much awareness people have of your existence. You also see how you compare to everyone else in your town. It was eye-opening to see what percentage of Jackson County shoppers knew we existed. The results looked like this.

1. Toys R Us 84.1%
2. Meijer 82.3%
3. Walmart 69.5%
4. Toy House 64.8%
5. Kmart 59.1%
6. Target 45.2%

Thirty-five percent of the population could not think of us when asked to name a store that sold toys in Jackson. That was a shocker. (So was the fact the 16% couldn’t name the iconic national brand of Toys R Us and over half the population didn’t think of Target as a place to buy toys.)

QUESTION #2

Once the first question was answered, the student would then say, “For the second part, I am going to read you a few words. From the list of stores you just gave me, I want you to tell me the first of those stores that comes to mind with each word. There is no right or wrong answer. Just blurt out the first store you think of.”

The list of words I had the students read included positive words like Affordable, Caring, Clean, Friendly, Fun, Helpful, Knowledgeable, Quality, Value, and Welcoming.

The list also included negative words like Arrogant, Cluttered, Confusing, Dark, Deceptive, Dirty, Expensive, High Pressure, Indifferent, Over-Priced, Pushy, and Rude.

The list also included one word that upon reflection could be considered either positive or negative—Cheap.

The deal here is that whoever is mentioned the most for that particular word owns that word in the minds of shoppers. That is your reputation, good or bad.

• We owned the words Caring, Clean, Friendly, Fun, Helpful, Knowledgeable, Quality, Value and Welcoming from the positive list, and Expensive and Over-Priced from the negative list.
• Walmart owned the words Affordable, Deceptive, Indifferent, Rude, and Cheap.
• Kmart owned Dark and Dirty.
• Toys R Us owned Cluttered, Confusing, High-Pressure, and Pushy.
• Target and Meijer didn’t own a single word on the list.

(Note: in that first survey, no one owned Arrogant. We were in a virtual tie with both Walmart and Toys R Us for that word.)

The one thing I didn’t include in my list of words was all of our Core Values, but mainly because I didn’t know them in 2005 like I did in 2007. We did a second survey in 2007 adding Education and Nostalgia to the list and owned those words hands-down. The only other changes in 2007 were that Walmart tied us for Value, and we took over Arrogant.

RESULTS

There were several takeaways from these results. The first was the lack of awareness for our giant, colorful store that had been in business for 56 years in the heart of downtown Jackson. More people mentioned Walmart, yet they had only been open a couple months when this survey was done. When we did the survey again in 2007, our name recognition jumped from 64.8% to 76.0%, whereas Walmart’s only went from 69.5% to 76.5%. We were still fourth overall, but had closed the gap significantly. (TRU and Meijer held steady.)

I was okay with owning the negative words Over-Priced and Expensive. That’s a common belief of indie retailers and I expected it. I was especially okay because we also owned Value. Value and Expensive are not exclusive. Value and Over-Priced don’t go together, but for every person that thought of us as Over-Priced, there was someone else who saw the Value in our offerings. I was okay with owning Arrogant in the 2007 survey, too, since I also owned nine of the ten positive attributes.

Most importantly, we owned the things we wanted to be know for. We owned our Core Values of Helpful, Fun, Education, and Nostalgia. We owned the things we were already advertising such as Friendly, Knowledgeable, and Quality. We owned the one word that made my mom the happiest—Clean! So we knew we were on the right track with our advertising, but more importantly we were on the right track with our actions.

Advertising cannot change your reputation. It can only enhance it. Actions speak louder than words.

Now you have the blueprint for doing your own survey to find out where you stand compared to your competition. If you don’t like your results. First change your actions.

-Phil Wrzesinski
www.PhilsForum.com

PS The interesting question about doing a survey today is whether to do it online or by phone or both. Back in 2005 and 2007 most people still had landlines. Today, if you only do a phone survey with numbers generated randomly from a phone book (assuming those still exist), you’re missing out on a huge segment of the population. That will be the challenge for your statistics class to figure out. It might cost you a little more than pizza, but it will be totally worth it.

PPS One other benefit from the survey was that I had a classroom of 20 college students who now knew about our store and saw the reputation we had. That alone was worth the pizzas and a quick letter thanking them for running the survey.

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