Question

Topic: Advertising/PR

How Far Does The Average Customer Drive To Shop?

Posted by NEWTOWNPRESS on 4/3/2013 at 3:23 PM ET 250 Points
I am trying to get advertising for my "hometown" newspaper to smaller chain stores now coming into this area. I blanket cover an area of approximately 15-20 miles around their locations, with almost 15,000 homes and businesses receiving the newspaper. Even though we are a "small town" newspaper we are in our 42 year of publication and people know to look for us. We are a monthly newspaper that covers strictly local information to our targeted audience.
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RESPONSES

  • Posted by SteveByrneMarketing on 4/3/2013 at 3:51 PM Member
    I don't think we can answer this question for you. Why not conduct a survey to discover a meaningful answer directly from your target audience?
  • Posted by Moriarty on 4/3/2013 at 4:23 PM Member
    You will know that these chain stores will be franchised by the business owner. They will be looking to make a success of their enterprise, and you should form a part of their strategy.

    What are your current customers saying about you? Why are they choosing to advertise with you? How about you do a survey of them - because they are advertising. Their reasons will be the kinds of positive statements that potential clients will be looking to see as reassurance that your paper does what it says. That way you can give a really positive message when speaking to or contacting new businesses in your area.
  • Posted by NEWTOWNPRESS on 4/3/2013 at 4:41 PM Author
    I have businesses that have been advertising with me for over 20 years. Residents keep each issue around as the local yellow pages because they don't have the time to travel far for the services available. But I find that this doesn't seem to impress the chain stores and they feel their advertising money should be spent on newspapers that cover a larger area. That is why I wanted to know the average distance a shopper will travel.
  • Posted by Moriarty on 4/3/2013 at 4:54 PM Accepted
    Who are you contacting in these chain stores? The local owner or their head office? Because leaving out a service that is as well used as yours seems frankly idiotic. Not that that stopped big business from doing things their own way!

    I would suggest having a look at how many of these chain stores there are in your locality - how far apart they are. That will give you a clue as to what THEY think their ideal spread is. Which is different from your approach, only much easier to work out - you can go to their website and do a store check. You'll soon see how many there are!

    There has to be an "in" on this - either that or they are tied in their franchise contracts to use only the specified channels of advertising, and they are giving you the run-round so that they don't have to admit to this.

    What is your take on this angle?
  • Posted by SteveByrneMarketing on 4/3/2013 at 4:54 PM Member
    It depends. Where on the globe are you located? If there are such studies available to you, they will most certainly be studies of specific geographic areas.
  • Posted on 4/3/2013 at 6:14 PM Moderator
    There's no stock answer to your question. People who live far from a store they want to visit travel farther than those who live near that store. In some parts of the country people think nothing of driving 10-15 miles to a store. In other parts of the country 5 miles seems like a lot.

    Even if we had an answer to the "average" question, it would probably be meaningless in your context.
  • Posted by Gary Bloomer on 4/3/2013 at 7:04 PM Member
    There is no such thing as an "average customer". What I might travel 50 miles to buy, others would consider not worth their time and vice versa. Compared with many European nations, where gasoline is $10 a gallon, typical distances traveled by many Americans are cheaper on a per mile basis, so really, perhaps distance is less important than the desire for the thing being bought.

  • Posted by NEWTOWNPRESS on 4/3/2013 at 7:58 PM Author
    My newspaper may be monthly but it is still a newspaper. We cover local politics and all the events in the area and features. We are pertinent to everyone in the area smaller chain stores. After 42 years, we are expected and looked forward to.

    I don't expect to get grocery store circulars and I know that other stores do have advertising programs they must stay in to get advertising co-op money, but there are other businesses that can place a coupon, even with a monthly expiration date.

    I like the idea of seeing the stores locations and using that information.
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