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| SMALL BUSINESS TRENDS brings you daily updates on trends that influence the global small business market. | ||
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Anita Campbell, Editor |
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| Past life: CEO, corporate executive, tech entrepreneur, retailer, general counsel, marketer, HR ... (more) | ||
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Small Business Trends Radio Tuesdays, 1:00 PM Eastern U.S. time on Voice America network Click to listen November 1st: Torsten Jacobi, CEO of Creative Weblogging, joins host Anita Campbell. Sponsored by Six Disciplines. Show details. |
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Saturday, November 15, 2003 | |
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It Pays to Target Your Marketing to SMBs | |
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It turns out that small- and mid-sized businesses are loyal to brands with which they've had a good experience. This comes from a study commissioned by City Business Journals Network and administered by Kadence Business Research.
The study showed that 87 percent of both small- and mid-sized business owners develop a long term relationship with suppliers once they've had a positive experience with them. And, small and mid-sized businesses form lasting relationships in particular with those that tailor marketing programs toward their businesses. The top brands among small businesses are: UPS, Kinko's, Intel, FedEx and Dell. Among mid-sized businesses the top brands are: FedEx, UPS, Cisco Systems, American Express and Southwest Airlines. "These brands do an excellent job of keeping their fingers on the pulse of small- and mid-sized business needs," says Ed Baker, publisher of Atlanta Business Chronicle and chief marketing officer for the City Business Journals Network. |
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