AdBrand Study Findings Released

Posted May 5, 2017 at 12:42 pm

The results of TRSA’s recent Signet AdBrand™ readership survey of February’s Textile Services are now available.

In the next few days, TRSA will mail printed copies of customized reports for each of the 30 advertisers that appeared in the February issue. Advertisers should contact their ad representatives if they have not yet received an electronic version of the report. The online survey was produced by TRSA’s study partner, Signet Research Inc., Englewood, NJ.

We’d like to begin a review of the study results by thanking the 136 respondents who completed the survey. We greatly appreciate your taking a few minutes to help Textile Services and our advertisers provide you and the industry at large with a better magazine. The survey is designed mainly to give advertisers feedback on their ads. It also provides them with a clearer view of who reads Textile Services and why they value this resource.

This particular survey, one of two that Textile Services conducts annually with Signet Research, includes a focus on how readers view the various suppliers in today’s commercial/institutional laundry marketplace. The survey poses questions aimed at highlighting reader perceptions of the advertisers in February’s issue.

Specifically, respondents were asked to assess each of the ads in the issue in terms of whether they’re aware of the company and whether they’d consider buying goods or services from them. The combined response to these questions is known as the “AdBrand Score.” Customized reports to individual advertisers will show how they scored against competitors in their industry sector that also advertised in February.

The survey named the top AdBrand scorers as well. They include:

  • Pellerin Milnor Corp. (172);
  • G.A. Braun Inc. (170);
  • JENSEN USA (170);
  • Dickies Occupational Wear (168);
  • Mountville Mills Inc. (162)
     

In addition, the survey asked readers about their perception of the companies featured in ads in terms of: quality products/services; service/support, innovation; reputation and value. Again, the reports sent to advertisers will let them compare their perception scores with competitors in their respective sectors, such as workwear and chemicals. 

Of course, these analyses would have little value unless the right people (i.e., business decision makers) are reading Textile Services, and that they use the publication as a source of information on the industry that can impact their buying decisions. The survey confirmed that Textile Services has the right mix of readers for advertisers and that they rely on the publication to help them deal with issues in the plant and on the route. One respondent commented that, “I use Textile Services to stay up with trends in the industry and to (stay) open to knowledge, ideas, equipment and processes to bring to my company.” Another simply said, “Keeps my finger on the pulse of the textile service industry. Very informative.”

As for having readers who can recommend or authorize the purchase of products for individual companies, the survey showed that 94% of respondents either recommend or OK the purchase of goods ranging from chemicals (52%) to carts (51%); linens and textiles (60%) and uniforms/apparel (39%). As with previous surveys, this one confirmed that the job titles of survey respondents include key positions: owner/president/CEO/COO 18%; vice president/general manager 16%; plant manager/production manager/director of operations 30%; engineering 9%. Similarly, our survey respondents represent a broad swath of the industry: food & beverage linen (23%); healthcare 41%; industrial 22% and hospitality 12%.

If you’re an advertiser and you didn’t participate in the February survey, you may want to book a display ad in our July issue, which will feature our second yearly readership study, the Signet AdStudy® survey. The AdStudy Survey is designed to measure who recalls seeing your ad, reading it and how effective they thought it was in conveying information about your company’s products or services. Contact your ad rep. or Textile Services Sr. Editor Jack Morgan at jmorgan@trsa.org for details. 

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