Tag: small business research
-
Co-Op Advertising Fund Users Have Big Plans for 2019
More than 40% of US small businesses (SMBs) sell brands or branded products that potentially qualify for co-op funding. Local media and marketing sellers have a significant revenue opportunity in helping eligible SMBs access co-op programs. But many media sellers face execution challenges in trying to access co-op funds on behalf of advertisers. According to Greg…
-
Video = Local Ad Opportunity
Thanks to commercials from Apple that show us how easy it is to make videos and pull on our heartstrings, we see how powerful a video can be in selling phones. Consumers driving the popularity of video, and a recent study from Promo, found that most consumers view Facebook video ads as relevant or highly relevant. …
-
BIA Launches New Survey of Marketers Targeting Local Audiences, Includes National and Regional Marketers
BIA will be releasing results of a newly designed survey including local, and now multi-location/regional and national, businesses that target local audiences in their advertising and marketing. The new survey series, Survey of Advertising and Marketing – SAM, replaces our long-running survey series Local Commerce Monitor™ (LCM) that surveyed small and medium businesses (SMBs), or…
-
Small Business Research – DIY Solutions vs. Paid Assistance
Out of necessity, small businesses are the quintessential multi-taskers when it comes to advertising and marketing their businesses. Technology and the low cost of digital advertising has made it somewhat easier for a small business to advertise on their own. In fact many small businesses prefer to DIY their advertising because they believe it’s lower cost and…
-
SMBs Advertising on Local TV & MVPDs: Building Data-Driven Campaigns from Customer Lists
Small and medium-sized businesses (SMBs) have out-sized marketing power with the range of integrated advertising technology (adtech) and marketing technology (martech) platforms that are affordable for businesses with less than 100 employees. For any business to benefit from data-driven media campaigns, it must first have a good idea of not only its current customer base, but…
-
StartUp Small Businesses See Best ROI from Radio, TV and Mobile
Start-up small businesses reported that as they are getting established in their local markets they use a lot of free and low cost media. No surprise that they are focused on visibility and are heavy users of giveaways and community sponsorships. Of the paid media they use, the most value comes from broadcast (radio and TV) and…
-
Half of SMBs say their mobile apps deliver high ROI. Mobile app retargeting can improve this.
BIA’s Local Commerce Monitor reveals that 45.1 percent of SMBs use mobile apps. These SMBs rate this marketing channel highly in terms of ROI for their ad spend. Overall, about half (49 percent) rate their investments in mobile apps as returning as least 10x what they spend. Breaking this down further, about a quarter each say the…
-
Six out of Ten TV/Cable Advertisers Produced a Video in the Last 12 Months
61.4% of small businesses that advertise on TV or cable had a video produced in the last 12 months, according to data from BIA’s Local Commerce Monitor™ (LCM) survey, which is more than double the average from the full sample (26.3%). Where are they posting these videos they produce? Their top video channels used, according to LCM, were their…
-
Retail Small Businesses See Better ROI With TV Than Digital Ads
Free and low-cost digital and social media channels are most popular in use among retail small businesses, but they give higher return on investment (ROI) marks to traditional media channels such as TV and cable, according to data from Wave 21 of our Local Commerce Monitor™ survey of small businesses (Q3/2017). Over half of the retail small businesses…
-
Franchisees Print and Promote Along with Digital Advertising
Small business franchisees are fast learners. They use more advertising channels and adopt digital channels at a higher rate than most small businesses. Thanks to the support from their franchisors they have marketing tools that help them compete with larger brands in local and be present at different stages in the customer shopping experience. From…
-
Traditional Still Important Part of Franchisees’ Ad Strategy
Franchisees use an average of 14 different media channels for their advertising and promotion. While their mix leans more toward digital traditional media remains an important part of franchisees’ advertising strategy, according to data from Wave 21 of our Local Commerce Monitor™ survey of small businesses (Q3/2017). Half of their top 10 most used media channels were…
-
Three Out of Four Franchisees Plan to Increase Advertising Spend in 2018
Core franchisees* spent an average of $2,009 on advertising and promotion in 2017, while Plus Spender franchisees* spent an average of $86,275, according to Wave 21 of our Local Commerce Monitor™ survey of small businesses (Q3/2016). Over 3/4 of franchisees (77%) plan to increase their advertising budgets over the next 12 months. Another fifth (19.6%) will maintain…
-
Small Businesses Differ in Their Marketing Tools
Small businesses use technology and tools along with their advertising and marketing to run their businesses. Depending on the type of small business there are differences in what they use and adopt. We delve into the differences and similarities of small businesses from BIA/Kelsey’s Local Commerce Monitor™ (LCM) survey of small businesses. Small businesses in the Entertainment…