Today’s small business owners may be one of the toughest groups for marketers to reach. These consumers are usually overwhelmed by the challenges of keeping revenue coming through the door, managing their employees and thinking of new products and services to bring to the marketplace. A survey published by NFIB.com shows that SMB owners share some universal concerns while other problems are more likely to surface on a regional basis.
For example, health insurance costs are a concern across the nation for 52% of small business owners. These professionals also say that uncertain economic conditions (38%) and uncertain government actions (35%) impede their ability to make timely decisions. A good example of this problem is the current drive to increase the minimum wage. For many small business owners, a mandatory increase in wage costs will likely cause them to hire fewer people. Regulations are a key source of worry in most regions but small business owners in the West North Central (25%) and Pacific (23%) zones say this is a top problem. In the Mountain (19%), East South Central (20%), and South Atlantic (20%) regions, poor sales are a challenge.
Marketers with products and services designed to help business owners might want to advertise on TV. Forty-four percent of small business owners say they have taken action as a result of a TV ad they saw in the past month according to Ad-ology Research. Email can be another effective marketing strategy with 26.8% of this audience saying they’ve started an online search as a result of information they saw in an email. Small business owners are a diverse group with 57.8% being male, 24.7% being between the ages of 45 and 54, and 19% enjoying golf, which is 62% above average.
AudienceSCAN data is available as part of a subscription to Ad-ology PRO. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.