Ouch! Insights from your customers at the local level

By | May 23, 2016

Borrell is working on its annual SMB Marketing Survey again, and early results are in. They are fascinating, and since SMBs make up a high percentage of Digital Nirvana readers’ customer bases, I wanted to share some of them with you.

The survey was launched in April and wraps up June 30, so these are early results. Currently, Borrell has 207 markets participating, with a goal of 10,000 responses.

Here’s what’s trending:

Cut, cut, cut! Overall, early results show that 20% of advertisers say they plan to cut local advertising this year. Forty-one percent plan to make cuts in Yellow Pages ads. Plans to cut TV spending can be as low as 19% in some markets and as high as 42% in others.

Gimme Facebook! In the first few weeks of the survey Borrell says, 59% of respondents said they were buying Facebook ads. As of today, that is up to 63%. This is twice what it was one year ago. Not only this, but one in three respondents says they are completely satisfied with the results (watch the video).

Know what you are talking about.  If you’re going to sell something (such as multichannel marketing and mobile marketing services), know the material. Know the customers’ business, too. Too many companies try to cut corners by giving the same stump speech to everyone. As Borrell’s survey shows, they notice.

Here is a sampling of some of the comments coming from respondents. For more, click here.

  • “Know you stuff! Please do not sell digital/mobile products that you do not know inside and out.”
  • “Learn about (my) business before reaching out to me.”
  • “Do your research BEFORE you call us! I don’t have time to explain the dental industry or our small town to you.”

The industry is changing rapidly, but you can’t fake knowledge. As printers are surrounded and propelled forward by change, it’s tempting to cut corners, but SMBs know the difference between knowing it and faking it.

If you aren’t already, it’s time to start making the same investment in brain power as press power.

For more on the survey, click here.

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