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Posts Tagged ‘statistics’

People Don’t Change Unless Forced, The Day the MH Earth Stood Still…

March 31st, 2015 No comments

Do you like to watch movies? In 2008, Fox released their remake of the 1951 classic movie, the Day the Earth Stood Still. One of the key concepts in the movie is summed up in this thought, that people don’t change unless they are forced to do so. Without giving away the story’s punch line, the earth is given a pretty stern death threat from an alien race. How do the people of our planet respond? That’s the story line.

Manufactured housing has had its own death threat. This isn’t being negative, because no one reports the 5 year recovery of MH more than we do here on MHProNews.com; and no one does more pro-industry public promotion that we do on our sister site, MHLivingNews.com. But we’d be naïve if we didn’t admit that we have faced – and to some degree, still have – an existential threat as an industry.

manufactured-housing-mobile-home-shipments-graph-chart-calculatedrisk-posted-masthead-blog-mhpronews-com-(1)

We are making a slow climb back up, as the chart below shows.  

mhpronews-new-manufactured-home-shipment-graph-since2008-

But have enough of MH pros learned the lesson?  Frankly, not yet.  

During the recent Tunica MH Show, I shared a breakfast with a pair of pros, one of whom was a younger gent who came to MH from the world of PR and media. His view of our industry was rather dark. He said we were doing the classic (bad) things that ‘aging industries often do.’

That industry newcomer and media pro is not alone in that assessment. The Atlantic reported their slant on the impending death of MH, based on their spin on the IBISWorld report from a few years ago.  Naturally, we disagree!  We work with firms day by day that are investing in their future, and are reaping the rewards of positive change.

dare-to-soar-can-do-attitude-image-credit-wikicommons-poster-by-l-a-tony-kovach-posted-mhpronews-com- (1)

I’m not like those who think that only force causes change. People can and do act for good reasons, not just forced ones. That said, turn-arounds don’t just happen. They occur because people make decisions to act in a goal and solution oriented fashion.

Since the U.S. faces an affordable housing crisis, it is easy to see our potential. But that potential won’t be tapped until we learn to reach out to the broader housing market. That takes a combination of marketing and training.

Part of the answer lies in videos, and we are doing more and more of those, which can happen in tandem with those willing to invest in the future of our great industry.

http://manufacturedhomelivingnews.com/new-homes-for-millennials-boomers-inside-mh-video-terry-decio-skyline-homes/

http://manufacturedhomelivingnews.com/an-inside-look-at-manufactured-home-living-a-builders-and-home-owners-viewpoints/

http://manufacturedhomelivingnews.com/touring-a-manufactured-home-model-home-village-and-design-center-inside-mh-video/

http://manufacturedhomelivingnews.com/jim-clayton-founder-of-clayton-homes-and-clayton-bank-inside-mh-video-interview/

http://manufacturedhomelivingnews.com/builder-wayne-hopper-compares-modern-manufactured-homes-with-conventional-construction-inside-mh-video/

In the weeks and months ahead, we’ll look at what it takes to take a location – a location(s) like yours – and do the marketing and sales steps needed to make you and other savvy players a profitable force to be reckoned with in your market(s).  The industry’s best days can lie ahead, but it won’t happen until enough pros like you make it so.  ##

latonykovach-louisiville2015-mhpronews-business-building-seminars- (1)By L. A. “Tony” Kovach.

Advertising 101: Your Attention Please!

May 30th, 2012 No comments

We do all types of articles here on the Cutting Edge blog. From factual to fun. From serious to occasionally a bit whimsical. We may share statistics, proven methods in marketing and sales, and much more. But the common theme is business building, on or off line.

This one is a bit of fun, and maybe just a tad silly. But it underscores one of the most important points about advertising or marketing. You have to get people's attention.

You want your target market to look. Let's see some real examples of what the power of "made you look" can do for you.

 

I Love My Manufactured Home Issue of My Oh My the Sun

 

For companies in manufactured housing who retail and communities who sell, our consulting division's proprietary approaches – serious or silly – have boosted traffic and sales. We tell our clients, "If you follow our system, we don't cost, we pay."

Advertiser's here on MHProNews are discovering the power of 'made you look' too.

National companies and regional events have learned that we can drive more business to their doors. Want proof? Check out some of our client testimonials, at this link here.

Getting the attention of your prospective client is the first job.

When you do so in a fashion that helps them to become interested in the value of your product or service, then marketing or advertising has done its job.

Last year, our client Show Ways Unlimited and the Midwest Manufactured Housing Federation (MMHF) used a man eating shark to get attention. It worked. Next year…

…well, you will see what their next promotion will be.

For 5 more free tips on advertising, send me an email at tim@mhmsm.com. Tell me in your message, what part of the factory built housing industry you are in, your web address and what your target market is. Made you look is the bonus idea we shared above.

Knowing how to get people to look into your product or service is a key for any business. It is how MHMSM.com (MHProNews.com) became #1 in manufactured housing trade media. Let us help you Dominate Your Local Market too. ##

Posted for
Tim Connor
Business Development
MHProNews.com
MHMSM.com
And the new MHLivingNews.com
704-895-1230

tim@mhmsm.com

A couple of things you need to know about website stats

August 11th, 2010 No comments

Screen shot of Urchin web stats reportWebsite stats. They have all the charm of 12th grade algebra. But they are very important in the world of online marketing. In this post, we’re going to look at a couple of web stats and what they might mean to you.

Annually, monthly, weekly, by the day or hour are the most common ways of looking at them. Any date range can be specified so you can have a look at your websites performance in large chunks or tiny slivers of time.

Two of the most important web stats are “sessions” and “pageviews.” Other very important stats are “bounce rate” and “length of session.” Most web statistics programs such as Google Analytics and the Urchin software it is based on can display web stats in a variety of ways. There are a variety of other web stats analysis applications that may already be on your web server.

A “session” is recorded every time a visitor arrives at your site for the first time since the expiration of their last session. Session expiration occurs when activity ceases for a time specified in your server configuration or when the visitor leaves your site.

The “sessions” graph shows the number of visitors your website had in a given time period. In the example graph below (from the logs of a server I use for testing), you can see I had a range of session numbers from 2 to 13.

Urchin Sessions Graph

A “pageview” occurs when a visitor enters a page on your website. A visitor can visit multiple pages during a single session. Pageviews are often mistakenly called “hits” which are a different stat entirely. Calling a “pageview” a “hit” is a lot like calling a Manufactured Home by the “T” word.

The pageviews stat tells you how many of your web pages are being looked at in the specified time. Now we’re ranging from 2 to 126. I like to see 3 or more pageviews per visit on my site – more is great, but less could simply be the result of having a site with few pages to look at. Here is the pageviews graph from my test server.

Urchin Pageview Graph

“Hits” are the most misleading and worthless stats on a web log. A “hit” is recorded every time a page element is loaded. So if you have a web page with 5 images, a link to a JavaScript and a link to a CSS stylesheet, the log will record 8 hits. Anyone can increase their “hit” count by inserting more graphics, even single pixel transparent images.

When you hear someone describe how many “hits” their website is getting, it’s a good bet you can divide that by a factor of 10 to 25. Ask them how many pageviews their site gets. If they can’t answer that, as Lyndon Johnson used to say, “I put my hand on my wallet.” NEVER give advertising money to a website based on the number of “hits” they get. If they use the improper term, it could be an honest mistake (some manufactured home pros still use ‘trailer’), but they should know the difference and should be willing to share the correct data.

Here is a “hits” graph of my test server for the same period as the other two charts. Notice the difference, especially in the Saturday and Monday stats. Do you see how inflated the “hits” stats are? 1,171 hits for 85 pageviews? That’s a ratio of 14 hits per pageview on a site with minimal graphics.

Urchin Hits Graph

“Bounce rate” is determined by the number of visitors who leave your site after viewing only one page. They can “bounce” for any number of reasons (for more, see the blog post What is Bounce Rate? What does it mean to you? on BobStovall.com. A decent bounce rate could be anywhere from 33% to 67%. Some one-page sales sites have a bounce rate of 100% and do OK. But if you have a multi-page informational site and you have an unusually high bounce rate (67%-95%) you need to have a look at your site and see what is driving visitors away so quickly.

“Length of Session” is another “tell-tale” stat. It tells you how long the average visitor is spending looking at your web pages per session. It might seem odd, but 2-3 minutes is a pretty good session length. if 66% of your visitors are leaving immediately, the other 33% are staying for 6-9 minutes and that is quite respectable.

There are a lot of other things your web logs can tell you, such as what percentage of your visitors are using Macs or Windows, how many are visiting using Firefox, Google Chrome, Internet Explorer or Safari, what pages they are entering on, what pages they are leaving from and more.

We’ll delve into more web stats in the future, but I think you now have a good basic understanding of which stats to keep an eye on and what to look for.