Targeting the Small Business Owner
In last Friday’s blog, we discussed which media forms are most popular with C-level managers of large corporations. Small business owners comprise another large group of b-to-b buyers and targeting them properly can help your clients increase sales.
Small business owners are not all alike and a recent article in B to B online highlights some differences and how you can effectively reach this group. First, author Denise Hopkins points out that understanding the business owner as a consumer is important. Small business owners are more likely than average to:
- Be college educated
- Be environmentally friendly
- Be politically aware
- Be married with children
- Have household incomes that exceed $125,000 (for multiple business owners)
Next, understand the time-pressed nature of the small business owner’s life. These consumers pay more attention to ads:
- At night
- On the weekends
- In newspapers
- In magazines
Read the entire article here.
Source: Hopkins, Denise, “An In-Depth Look at the Small Business Owner,” BtoB Online, 6.23.2008