Entertainment small businesses use numerous (average 10) channels to promote their venues and services so it’s no surprise they lean toward digital and social media. Their top three most used media channels for advertising and promotion are digital and either free or have low-cost alternatives. But their affinity for free and low-cost solutions is evident in their spend, which is lower than most of the other vertical categories. In addition to low-cost advertising solutions, the entertainment small businesses in the Wave 21 of our Local Commerce Monitor™ survey of small businesses (Q3/2017) prefer to do their own online advertising (DIY) as they believe it is more cost effective and they can do the work on their own schedule. So what should you do if you want to selling advertising solutions to entertainment small businesses? Offering self-serve channels and a free trial are effective ways to capture new entertainment small businesses.
For more on entertainment small businesses and their advertising and marketing, BIA/Kelsey has a new report “Advertising & Marketing Priorities of Entertainment Small Businesses” available for purchase in our estore.
*Entertainment small businesses includes entertainment/music, hospitality (caterer/hotel), restaurant or bar, and publishing/broadcasting.