Media Kit 2009 - Angie`s List Business Center

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Media Kit 2009
2009 Media Kit
Yes, there’s an Angie 2
Angie’s List 101
3
Membership Growth 4
Acquiring Members 5
The Categories
6
Member Profile
7
Media Comparison
8
Spending Habits
9
Yes, there’s
an Angie.
Angie Hicks brings more than 14 years of experience
as a consumer advocate and entrepreneur to Angie’s
List. The idea for Angie’s List began in Columbus, Ohio,
in 1995. After her friend and Angie’s List co-Founder
was having trouble remodeling a home, Angie accepted a challenge to start a business that would help homeowners find reliable service companies. The concept was, and remains, simple - harness the power of
neighbors talking over the fence sharing stories about
their experiences with local service companies.
Angie set out door-to-door to recruit members and
collect reports from friends and neighbors. It’s with
this information that she took the “ask your neighbor”
concept to a higher level, using the detailed feedback
from members as the basis for providing up-to-date,
reliable, unbiased ratings and reviews on local service
companies to consumers.
Angie signed up more than 1,000 members throughout
Columbus in the first year, many of whom remain faithful Angie’s List members today. That laid the foundation for what would become one of the fastest-growing
companies in the U.S. Since then, she led an expansion from a 100-square-foot office to a nationwide
operation. Angie’s List now serves more than 750,000
consumers and was named three consecutive years
to the Inc. 500 list of the fastest growing privately-held
companies in the nation by Inc. magazine.
Angie’s List entered the marketplace before the Internet changed the way consumers and most contractors
go about their daily lives. Beginning with a call center
and magazine, Angie’s List became an early adopter
of web-based technology and is now known as a pioneer in electronic word-of-mouth marketing.
Angie Hicks
Founder and Chief Marketing Officer
2
®
1. Angie’s List is a word-of-mouth network for consumers
with more than 750,000 members nationwide. Angie’s List
members rate and review service companies and health care
providers in more than 400 different categories. These consumers pay a membership fee to access the ratings and information on Angie’s List. Members search for top-rated service
companies and doctors on Angie’s List 25,000 times every day,
and we receive more than 40,000 new reports from our members each month. When our members need service, they check
Angie’s List via our magazine, website or call center to find out
who does the best work based on the feedback of other local
consumers.
2. Companies don’t pay to be on Angie’s List. Furthermore,
101
“You’ve struck a rare balance of
working for the benefit of both
your customers and the contractors. Life would be much harder
without you.”
– Steve Flagg, Portland, OR
American Home Maintenance
companies can’t add themselves to the List. The only way a
company is added to Angie’s List is when one of our members
(a consumer who has used your service) tells us about their
experience in a member report. It only takes one report to get
on the List. The List is strictly based on the feedback of area
consumers that are Angie’s List members. A- and B-rated service companies are invited to offer discounts to our members,
but it is not required to be on the List.
“My business increased more than
50% in 2008, and I could not have
done it without Angie’s List.”
– Rodney Turner, Durhman, NC
American Craftsmen of NC
3. A company’s standing with Angie’s List is recorded
on an A-F grading scale (just like a school report card).
When our members research local companies through our
magazine, website or call center, we first share information on
A-rated or B-rated companies. Besides the company name and
how to get in touch with them, we also share details, such as:
• Number of employees
• Area of specialization
• Hours of operation
• Location
“I truly believe that your website has given my company a
big advantage over other home
improvement companies.”
- Mitchell Kersch, Bayside, NY
Major Homes Corp
• Member reviews
• Company logo, photos of work and an audio message
3
Reach more than 750,000
members nationwide.
Angie’s List is more than 750,000
members strong – and growing.
Thanks to Angie’s List members telling their friends and neighbors where they can go to find great
companies, word is spreading fast!
Angie’s List is nationwide.
With our national presence and local approach, advertisers are able to market their company, product or services across the country or narrow their advertising to target specific zip codes.
2004
147,992
2005
245,044
2006
375,000+
2007
500,000+
2008
650,000+
2009
750,000
4
Cultivating
new customers
Angie’s List is a national company
with local chapters. We have implemented a major media public relations
and advertising strategy coupled with
traditional local advertising campaigns
to attract new members. Angie’s List
has been featured on Good Morning
America, The Today Show, CNN, NPR,
in addition to a variety of print media
like the New York Times, U.S. News &
World Report and Money.
“Jump on your cyber-soapbox at
AngiesList.com…”
The Motley Fool, December 2008
“How to avoid headaches when
renovating”
Boston Globe, November 23, 2008
“To protect yourself-and your money...
check Angie’s List”
Popular Mechanics, November 2008
10 Great Sites for Local Content and
Mobile Devices
PC World, October 02, 2008
“Ýou can find Dr. Right, With Some Effort”
The New York Times, September 9, 2008
“Check handyman sites like
… angieslist.com.”
Good Housekeeping, April 2008
“Angie’s List – the place you go for a
good plumber.”
CNN, April 2008
“How to Find a Contractor You’ll Love”
Money magazine, April 2008
“How to hire a reliable contractor”
Kiplingers, May 2008
5
Connecting
consumers
with quality service
professionals
Angie’s List collects and shares information on service providers in more than 400
categories including plumbers, painters, mechanics, dentists, doctors and more.
Take a peek at some of the categories on the List…
Home
Lawn & Garden
Health
Auto
Pets
•
Body Work
•
Detailing
•
Boarding
•
Inspections
•
Grooming
•
Sales
•
Carpet Cleaning
•
Doors
•
Electrical
•
Flooring
•
Basketball Goals
•
Gutters
•
Decks & Porches
•
Handymen
•
Driveways
•
Heating & AC
•
Fencing
•
Housecleaning
•
Chiropractic Care
•
Dentistry
•
Fountains
•
Lighting
•
Dermatology
•
Greenhouses/Nurseries
•
Locksmiths
•
Internal Medicine
•
Landscaping
•
Moving
•
OB/GYN
•
Land Surveying
•
Painting
•
Ophthalmology
•
Lawn Irrigation
•
Pest Control
•
Plastic Surgery
•
Lawn & Yard Work
•
Plumbing
•
Primary Care
Marinas
•
Remodeling
•
Mulch & Topsoil
•
Roofing
•
Pooper Scoopers
•
Service
•
•
Training
•
Tires
•
Psychiatry
•
Pools & Spas
•
Siding
•
Veterinarians
•
Towing
•
Psychology
•
Tree Service
•
Windows
6
Angie’s List member
demographics
Angie’s List members represent many of the most affluent,
educated and successful consumers in each market.
Gender
Male: 35%
Female: 65%
Age composition
Median age: 50.6 years old
Household income
Angie’s List members are in the top 15% of wage earners in the US.
65% have net worth more than $250,000
Employment: 81% employed in professional positions
Spending habits
96% own their homes
Angie’s List member loyalty
73% read Angie’s List magazine every month
Data from MRI, Claritas, Equifax, and Angie’s List surveys.
7
Media Comparison
Consumers are bombarded with advertising messages each day. Oftentimes the message
doesn’t reach the intended consumer, gets lost among other messages or doesn’t reach
the customer at their time of need. And because traditional media doesn’t have a standard
for quality service and workmanship that companies must meet to advertise, consumers
often place little trust in the advertising message. That’s not the case with Angie’s List.
Advertising through Angie’s List is by invitation only. Service companies must maintain an
A or B rating with at least one current report to be eligible to participate in a few exclusive
advertising opportunities.
With Angie’s List, your message reaches a more affluent and educated consumer, you have
limited competition from other advertisers, and Angie’s List members know that our advertisers come highly recommended from other members. Angie’s List members are among
the most affluent consumers in your market. Their household income is 40% higher than
viewers of the morning and evening news; 25% higher than newspaper and lifestyle magazine readers and 30% higher than consumers who use the Yellow pages.
How Angie’s List compares to other traditional media.
Male/female
Average age
Home
ownership
Attended or graduated
college
Hired a contractor for a
home Improvement or
repair in the last year
Angie’s List
35/65
50.6
96%
91.5%
89%
Lifestyle Magazines
33/67
46.4
74.3%
70.6%
22.3%
Newspapers
50/50
50
77.7%
66.7%
20.9%
Yellow Pages
48/52
43.6
71.8%
63.8%
17.7%
TV News - Evening
50/50
46.8
68.6%
57.8%
15.7%
TV News - Morning
45/55
51.2
72.1%
45.4%
15.1%
Data from MRI, Claritas, Equifax, and Angie’s List surveys.
8
Angie’s List members plan to spend
$23,450
on home projects in 2009.
Advertisers have more than a 9 to 1 advantage in
generating leads from our members.* Angie’s List
offers exclusive multi-platform advertising opportunities to market your company and products. With advertising opportunities through our magazine, website,
call center and opt-in emails all of which are limited to
just a few advertisers each, Angie’s List has an assortment of highly effective tools to reach consumers.
Angie’s List members plan on spending an average of $23,450 this year on improvements to their
home.** A and B rated service companies are eligible
to capitalize on their good reputation with Angie’s List
members through our exclusive advertising opportunities. Our more than 750,000 members encompass
many of the most affluent and educated consumers in
the market.
Unlike most advertising tools available, many of the
options available through Angie’s List are scaleable
and customized to your company’s unique needs. Advertising can be scaled back to target only members
within a specific zip code or can be expanded to reach
members on a national level.
Angie’s List provides separate opportunities for product manufacturers. Whether interested in reaching
our members or nearly 800,000 service companies,
Angie’s List offers several unique, multi-platform tools
for communicating your message. Product advertising
opportunities include print, website and opt-in emails.
Angie’s List offers companies on the List
several ways to market their business to
our members, including some features
for free. These tools are designed to help
our members learn more about your
company and the services you provide.
Free Features:
•
Detailed Company Profile
•
Specify Service Areas
•
Link to Your Website
•
Respond to Member Reports
•
Report Notification by E-mail
•
Customer Report Brochures
•
E-mail/Phone Assistance
*9 to 1 advantage refers to a comparison based on the average number of reviews through our
call center and website of advertisers versus A-B rated service companies on the List who don’t
advertise in all markets and categories between 1/1/2008 – 12/31/2008.
**Commissioned poll of Angie’s List members conducted by Bellwether Research & Consulting.
***According to search requests among Angie’s List members 1/1/2008 – 12/31/2008.
9
Angie’s List data is
certified
The Angie’s List report collection process was again certified by
independent auditor BPA Worldwide in February 2009. The exhaustive
audit confirms that Angie’s List follows a consistent and documented
process to present all member ratings and input fairly.
Angie’s List is a
premium service
A certified data collection process is just one reason why Angie’s List
is better than free review sites:
• No anonymous reviews
• Contractors and doctors are alerted to new reports
free of charge.
• Contractors and doctors are encouraged to respond to
every report so our members see both sides of the story.
• Members can only report on specific hiring experiences
one time.
• Live call center support
10
List lovers unite!
“Having recently moved to Indianapolis and into a home which needed quite a
few things redone, I have found Angie’s List to be an invaluable tool. The only
times I got ‘burned’ were before I became a member!”
Andrea W., Indianapolis, IN
“Angie’s List is a fabulous concept! Thanks for helping me out, especially when
it’s so difficult to ascertain whom to call when your house is ‘sick’!”
Prudence C., Belmont, CA
“The guidance Angie provides is a big help! It’s an excellent guide to find the
people that do high quality work.”
Homer E., Columbus, OH
“I’ve used several references from Angie’s List and have had much better success
than thumbing through the phone book.”
Theresa & Chris P., Charlotte, NC
“I think it’s great that people can use Angie’s List for medical referrals. I absolutely
love my pediatrician, and I think people should know about my holistic dentist!”
Joan L., San Jose, CA
“Being a single woman, it’s comforting to have a list of providers that people have
already had experiences with to refer to. The monthly publication is also full of
great information.”
Ida A., Cleveland, OH
“Being first-time homeowners is scary enough without having to search blindly for
quality service providers. We’re thankful that Angie’s List is there to point us in the
right direction.”
Alex & Becca S., Chicago, IL
11
1030 E. Washington St., Indianapolis, IN 46202
1-866-543-LIST • [email protected]
Company.AngiesList.com