How SMBs are Making Email Your #1 Priority
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The document presents findings from a Borrell Associates survey of small and medium-sized businesses (SMBs), focusing on their preferences and experiences with digital marketing and media sales. Key insights reveal that SMBs receive numerous sales attempts monthly, prefer to be contacted through specific channels, and express a desire for more accessible advertising costs. The document emphasizes the importance of understanding SMB needs and outlines goals for local email address collection.
How SMBs are Making Email Your #1 Priority
- 2. #secondstreetlab SMBS JUST MADE EMAIL YOUR NO.1 PRIORITY
- 3. #secondstreetlab Matt Coen President & Co-Founder Second Street @mcoen Gordon Borrell CEO Borrell Associates @goborrell
- 4. #secondstreetlab © Borrell Inc., 2016. All SMB Survey Details Survey launched mid-April; continues to June 30 Solicited via media companies Today’s snapshot is from 1,702 responses 83% of respondents in business 6+ years 54% have single location; 31% multiple To Join the Survey: www.borrellassociates.com/surveys
- 5. #secondstreetlab Source: Borrell Q1 2015 SMB Survey; N = 2,990 © Borrell Inc., 2016. All Highlights What’s Going Up * Cinema sample size is small and thus has a higher variance possibility
- 6. #secondstreetlab Source: Borrell Q1 2015 SMB Survey; N = 2,990 © Borrell Inc., 2016. AllSource: Borrell SMB Survey, Q2 2016; Preliminary results N = 1,702 Highlights This Explains Their Digital Focus
- 7. #secondstreetlab Source: Borrell Q1 2015 SMB Survey; N = 2,990 © Borrell Inc., 2016. All Highlights SMBs Are Pestered They get 21.6 “sales attempts” per month On average, they speak to 5.6 reps per month Their preferred contact method is ??? (81%) Their preferred buying method is ??? (57%) Their preferred digital channel is ??? (56%) 74% want to see the results of our SMB survey Source: Borrell SMB Survey, preliminary results from Q2 2016; N = 1,702
- 8. #secondstreetlab Source: Borrell Q1 2015 SMB Survey; N = 2,990 © Borrell Inc., 2016. All SAMPLE COMMENTS “Cut the costs. Most are drowning.” “Become knowledgeable about new and emerging advertising channels and services.” “Learn about (my) business before reaching out to me.” “If radio and TV ads were more affordable, small companies could use them.” Source: Borrell SMB Survey, Q2 2016; N = 500 comments Highlights What SMBs Want From Media
- 9. #secondstreetlab Source: Borrell Q1 2015 SMB Survey; N = 2,990 © Borrell Inc., 2016. AllSource: Borrell SMB Survey, preliminary results from Q2 2016; N = 1,702 How Do You Prefer to be Contacted About Advertising/Marketing Programs?
- 10. #secondstreetlab Source: Borrell Q1 2015 SMB Survey; N = 2,990 © Borrell Inc., 2016. AllSource: Borrell SMB Survey, preliminary results from Q2 2016; N = 1,702 How Do You Prefer to Buy Advertising?
- 11. #secondstreetlab Source: Borrell Q1 2015 SMB Survey; N = 2,990 © Borrell Inc., 2016. All Source: Borrell SMB Survey, preliminary results from Q2 2016; N = 1,702 What Online Marketing Methods Do You Plan to Use in 2016?
- 12. #secondstreetlab Source: Dun & Bradstreet, 2016 © Borrell Inc., 2016. All Consider Setting These Goals Email addresses for 80% of local residents Email addresses for 100% of advertising customers Email addresses for 30% of all local businesses Raleigh: 89,691 Abilene: 23,850 Butte: 17,477 Sacramento: 266,813 Syracuse: 53,001 Salisbury, Md.: 31,342 How many businesses are there?
- 13. #secondstreetlab Matt Coen President & Co-Founder Second Street @mcoen Gordon Borrell CEO Borrell Associates @goborrell Questions?
- 14. #secondstreetlab