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Buy Local Santa Monica Member Survey Results Final Report December 2011

* Confidential *. Buy Local Santa Monica Member Survey Results Final Report December 2011. * Confidential *. Survey Overview. Survey Demographics Perceptions of Buy Local Efforts to Attract and Retain Customers. * Confidential *. Survey Participation – By BID . # Complete.

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Buy Local Santa Monica Member Survey Results Final Report December 2011

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  1. * Confidential * • Buy Local Santa Monica • Member Survey • Results • Final Report • December 2011

  2. * Confidential * Survey Overview • Survey Demographics • Perceptions of Buy Local • Efforts to Attract and Retain Customers

  3. * Confidential * Survey Participation – By BID # Complete Percentage Complete By BID Survey Participation Potential Survey Participants: 383 4 Santa Monica Place 67% PIO 16 33% Complete 104 (27%) Montana Avenue 32% 14 Downtown Santa Monica 28% 25 Not Complete 279 (73%) Other 26% 37 Main Street 17% 8 Pier Conservancy 0% 0 104 Buy Local Member Survey n = 104

  4. * Confidential * Survey Participation – By Chamber Membership # Complete Percentage Complete By BID Survey Participation Potential Survey Participants: 383 Complete 104 (27%) Chamber Member 28% 29 Not Complete 279 (73%) Non-Chamber 75 72% 104 Buy Local Member Survey n = 104

  5. * Confidential * Survey Participation – By Industry Type Buy Local Member Survey n = 104

  6. * Confidential * Survey Participation – By Business Type* Home-based Business 9% Locally-owned franchise of regional/ national chain 2% Headquarters not in Santa Monica; (i.e. branch office) 8% Headquarters in Santa Monica; 1 location 71% Headquarters in Santa Monica; multiple locations 11% Buy Local Member Survey n = 104 * Q16 – Please select the option below that best describes the type of business establishment you represent in Santa Monica

  7. * Confidential * Survey Participation – By Respondent* Employee 3% Manager 28% Owner 69% Buy Local Member Survey n = 104 * Q17 – Please select the option below that best describes your role at your business:

  8. * Confidential * Q1 - What were the Top 3 Reasons you decided to join Buy Local? To increase my visibility in the community 83% To help raise awareness in the importance of supporting local businesses 72% To increase sales 47% To stay informed about local events that are important to my business 31% To build my professional network with other local merchants 31% To reinforce/strengthen my brand 30% To take advantage of negotiated group discounted rates (e.g. advertising) 4% Other 3% Buy Local Member Survey n = 104

  9. * Confidential * Q2 - Based on your experiences to date or how important you believe it would be, please rate the effectiveness of each of the following Buy Local initiatives in helping your business: I Don’t Know/ Never Heard Very Effective Somewhat Effective Not Effective Social Media Advertising Campaigns Community Outreach Events BuyLocalMarket.com Buy Local SM Website Negotiated Discounted Advertising Business Training & Education B2B Networking Buy Local Member Survey n = 104

  10. * Confidential * Q3 - Please rank the following potential target audiences for Buy Local marketing campaigns by order of importance to your business: Target Audiences * 1 = Most Important; 6 = Least Important Buy Local Member Survey n = 104

  11. * Confidential * Q4 - How valuable would the following events be to you and other Buy Local members? Very Valuable Somewhat Valuable Not Valuable Buy Local “Sidewalk Sales” Business-to-Business networking events Buy Local Customer Appreciation Day Buy Local “Expo” Training and education seminars Buy Local Member Survey n = 104

  12. * Confidential * Q5 – If you had the ability to co-market with other local businesses, please rank in order of importance which of the following co-marketing opportunities would be most beneficial to you: * 1 = Most Desirable; 3 = Least Desirable Buy Local Member Survey n = 104

  13. * Confidential * Q6 – On a scale from 1 to 10 (10 equals highest), how likely are you to recommend Buy Local to another business in Santa Monica? Scale % Responded 10 39% 9 12% Average 8 15% 7 10% 6 5% 5 13% 4 1% 3 1% 2 3% 1 1% Buy Local Member Survey n = 104

  14. * Confidential * Q8 – What is the single biggest problem facing your business today? Other* 25% Interest Rates 1% Poor Sales 39% Quality of Labor 2% Inflation 3% Cost/Availability of Insurance 5% Taxes 9% Cost of Labor 9% Gov’t Regulation 8% Buy Local Member Survey n = 104 * Includes lack of customers (8%), fears about economy (5%), parking (2%), rent (2%) and miscellaneous (8%)

  15. * Confidential * Q9 - Over the next 12 months, I believe our sales will be: 14% Much Higher 57% Somewhat Higher 25% No change 4% Somewhat Lower Much Lower 0% Buy Local Member Survey n = 104

  16. * Confidential * Q10 - To increase gross sales over the next 12 months, please rank the following activities by order of importance: ‘Most Important’ (%) 69% 30% 1% Attract New Customers Raise Prices Increase Existing Customer Sales 2nd Most Important 3rd Most Important 28% 3% 66% 4% 6% 93% Buy Local Member Survey n = 104

  17. * Confidential * Q11 – Approximately what percentage of sales comes from existing (i.e. repeat) business? I Don’t Know 4% Less than Half2 25% More than Half1 71% Sales breakdown as follows: 51-75% (44%) and 76-100% (27%) Sales breakdown as follows: 1-25% (8%) and 26-50% (17%) Buy Local Member Survey n = 104

  18. * Confidential * Q12 – Which of the following do you undertake to engage your existing customers? 69% Facebook 58% Email Marketing Twitter 43% Referral Discounts 30% Blog 28% Loyalty Cards 21% 19% Direct Mail 15% Other 10% None Buy Local Member Survey n = 104

  19. * Confidential * Q13 – How effective have your marketing efforts been at generating repeat business? I Have No Idea 9% Very Effective 15% Not Effective 8% Somewhat Effective 37% Effective 31% Buy Local Member Survey n = 104

  20. * Confidential * Q14 – What type of customer information do you currently collect (if any)? 87% Email address 71% Full name 60% Telephone 49% Address 48% Product/Service purchased 39% Dollars spent 36% Visit frequency 12% We don’t collect any information Buy Local Member Survey n = 104

  21. * Confidential * Q15 – In the past 12 months, which of the following did you undertake to attract new customers? Social media (e.g. Facebook, Twitter) 72% Email marketing 60% Online advertising 55% 37% Print advertising 34% Customer referral programs 29% Daily deals (e.g. Groupon,LivingSocial) Trade shows 26% Business networking (e.g. Chamber) 25% 13% Direct mail Other 13% We don’t collect any information 3% Buy Local Member Survey n = 104

  22. * Confidential * Q16 – How satisfied have you been with your Daily Deal experience(s) you have implemented? Extremely Dissatisfied 3% Extremely Satisfied 13% Dissatisfied 20% Satisfied 27% Neither Satisfied/ Dissatisfied 37% Buy Local Member Survey n = 30

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