Targeting the Small Business Owner

July 1st, 2008 • Related • Filed Under

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

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