The Real Measure of Consumer Confidence is a Ringing Phone

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(PR NewsChannel) / June 11, 2009 / Fort Myers, Fla. / As the clouds completely covered the sun this past fall, we found ourselves questioning each other as to when daylight would reveal itself once again.  In fact, so much so that all of us as consumers elected to not only guard our wealth [at least what was left], but we also locked the doors and remained inside.  If we understand that this is a completely natural response to such a catastrophic economic event, then we can also accept the shear fact that we chose to stay put and ride the storm out. 

However, as the economy began to show signs of life, consumers once again began to show signs of confidence.  Yes, unemployment is brutal today and will remain brutal for some time, but it is a trailing indicator of the market.  Companies do not layoff and eliminate positions to reduce cost the minute revenues slow – they do it far too long after as a last ditch effort to stay afloat.  Accepting that, you can then appreciate that while many are still hurting and we were truly in a Recessionary time, we are now in a Recovery.

A Recovery is defined as returning to an original state.  But do we want it to actually return to what we had?  Understand that what we had was not sustainable.  It was meant to collapse.  Think of it this way.  A forest is devastated by a horrific fire.  Wildlife is affected, trees are burnt, and the floor of the forest is charred leaving everything within that forest terribly affected.  However, the fire actually creates nutrition and allows the forest to return with greater abundance.  It becomes better.  It does take time and that, at least to me and my company, is where I believe we are today.  The trees are burnt.  The ground is charred.  Animals have taken a hit.  But the beauty of life is happening now.  How do we know?  The phones are ringing once again.

At TheHomeMag, a leading home improvement magazine franchise found in 22 cities throughout the US, we are true believers of measuring everything advertising.  No matter what it is you are doing to promote your business, you must be able to measure its effectiveness.  We are a company that measures the majority of our Ads in all of our publications with a unique call-tracking system that details every call, for every Ad, every month.  In doing so, not only are we able to provide tangible results for our clients - all 2000+ - we are now able to measure the consumer’s confidence when it comes to improving their home.

Since the lights went out late this past fall and as it carried over into very early 2009, we closely watched the volume of calls in numerous categories of home improvement.  The greatest measurement we can tout is this: calls per advertiser in nearly every category has increase for the past five consecutive months by nearly 10% each month. That’s a compounding increase of 61% across our system of 3.5M magazines mailed monthly.

I can proudly speak on behalf of TheHomeMag Brand when I say that those 3.5 million homes that we mail to today in our current 22 cities have opened their doors once again and have made the decision to get out and live life.  They are increasingly calling our Advertisers and they are buying with confidence.  Our customer is the consumer, and the consumer has had enough of the hype. It is time to thrive again.

Home Improvement is ready to run rampant again. Become part of the recovery.

To learn more about TheHomeMag, its publishing franchise opportunity, and the secret to their success, you may contact Chris Goebel, President for the brand at 888-772-2699 or by visiting them online at www.thehomemag.com.

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SOURCE: thehomemag.com

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