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Culligan Marketing Survey 2012

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Ever wonder how your marketing plan, costs, and results compare to other Culligan dealers?

Now you can find out! Again...

Simply fill out this survey (it's 4 pages, 29-33 questions, and should take less than 15 minutes) and you will receive a free summary of all of the results to compare your dealership to your fellow Culligan dealers. The survey will be closed after 10/31/12 so please share this survey with your fellow dealers before 10/31/12 to make this information as useful as possible.

Also, since this is our second year, once you complete this survey, shoot an email to Amanda and she will gladly send you your individual results from 2011 and 2012 for you to compare for yourself.

Keep in mind that all of your answers are private and WILL NOT be shared on an individual level with Culligan Corporate, any other dealer, or your ad agency. Every dealer who participates will receive a summary of the answers to use for their own benefit. 

P.S. Once you finish this survey you'll be redirected to a report outlining exactly why Co-op Advertising is dying. Since we're not an agency, we don't have a dog in this fight. I'm just relaying how advertising technology is changing the ways we can target consumers. You need to read it and see how broadcast media is going to work like Google Adwords in a few years. Then you can decide for yourself.

1. Drag & Drop to rank in order of the marketing expense that takes up the majority of your budget to the least amount of your budget (including local and co-op funds).In other words, if you account for 10% of your co-op which spends $50k/year on TV and $20k/year on Radio then your TV expense is $5k and Radio is $2k. If out of local you then spend $4k on Yellow Pages, and $3k on your local website. You would drag the marketing expenses to put TV first, then Yellow Pages, Local Website, and Radio. If you do not use a lead source at all, don't drag it onto the list. Order the items from the following list. First select an item with the spacebar to show a menu of possible ranking positions. Next, click a ranking position to order it in the ranked list. Note the menu will display more ordering options as you add items to the ranked list.
2. What are your top 3 lead sources?
3. Do you currently have a marketing plan?
4. Did you attend Bryan Trilli's 60-Minute Annual Marketing RoadMap presentation at CDANA 2012?
5. Did you use any of the information from the 60-Minute Annual Marketing RoadMap to improve your marketing plan?
6. Do you currently have a lead-tracking program?
7. Which of the following lead source tracking tools do you use? (select all that apply)
8. What is your marketing cost per lead? (Total Marketing Expense (including top line royalties) divided by # of Leads)The 2% top line royalty (not the advertising portion) that you send to Culligan allows you to use the Culligan name so this is absolutely a marketing expense.
9. Do you know your marketing cost per sale (Total Marketing Expense (including top line royalties) divided by # of New Accounts)?The 2% top line royalty (not the advertising portion) that you send to Culligan allows you to use the Culligan name so this is absolutely a marketing expense.
10. What are your biggest challenges with lead-tracking? (select all that apply)
11. How good is your office is at tracking each lead-source?
ExcellentGoodWe don't track lead sourcesNot very goodTerrible
If you don't know the answer to every question, don't quit. Fill out what you can and keep going. Some information is better than none! But the more information the better.

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