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This article originally appeared in the September 2001 Issue of INSIGHT
TrendLine
Shop Marketing Activities
| Type of Marketing | Percentage of Shops | Average Annual amount Spent |
| Yellow Pages | 95% | $5,368 |
| Newspaper | 38% | $4,052 |
| Radio | 27% | $15,693 |
| Broadcast TV | 4% | $31,000 |
| Cable TV | 16% | $7,058 |
| Direct Mail | 16% | $3,358 |
| Internet | 24% | $1,709 |
| Consumer Promotions/Giveaways | 27% | $2,459 |
| Insurer Referral Promotions | 27% | $3,713 |
| Billboards | 24% | $5,082 |
| Average percentage of sales devoted to advertising and marketing activities |
2% | |
| Percentage of shops that employ an outside salesperson to maintain regular contact with insurers, dealers, fleets, and other referral services | 23% (One person, on average) |
|
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