Owners of Small and Mid-sized Businesses Motivated by Convenience and Relationships' White Paper on Small Business Helps Companies Tap SMB Market

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There is a growing preference by small-business owners to source and buy from local suppliers, with 52 percent agreeing that buying from local businesses is more appealing than it was one year ago, according to a white paper by GyroHSR and the Enterprise Council on Small Business (ECSB). The two organizations jointly released a white paper to help marketers reach owners of small- and mid-sized businesses (SMB). "Leveraging Local to Reach Small Businesses" provides insights into how national brands can tap the SMB market, where business owners increasingly prefer local suppliers.

There is a growing preference by small-business owners to source and buy from local suppliers, with 52 percent agreeing that buying from local businesses is more appealing than it was one year ago, according to a white paper by GyroHSR and the Enterprise Council on Small Business (ECSB). The two organizations jointly released a white paper to help marketers reach owners of small- and mid-sized businesses (SMB). "Leveraging Local to Reach Small Businesses" provides insights into how national brands can tap the SMB market, where business owners increasingly prefer local suppliers.

"National business marketers are increasingly seeking to grow revenue by engaging the SMB audience, all the while challenges to effectively and efficiently reach and engage an audience that is progressively favoring to source from local suppliers," said Rick Segal, North America chief executive and B-to-B global practice leader, GyroHSR. "The findings discussed in this white paper will positively influence how marketers take on the challenge of appealing local."

"The SMB market is the true engine of our economy but has traditionally been daunting for marketers because of its scope," said Mike Hensley, executive vice president of global client service at GyroHSR. "We've taken 30 years of market experience and the latest ECSB research and synthesized it into the most important and valuable lessons for businesses looking to win with this market."

ECSB research found that SMB owners are driven to buy local for two main reasons: They believe local suppliers are more convenient. And they want a relationship with someone they trust and who understands their needs. By addressing these needs and "appealing to local," national brands can shape more compelling value propositions and marketing initiatives to help them compete at the local level.

The report explains how these research findings can be applied to all aspects of an integrated marketing campaign, including branding, public relations, digital, media and search. Each section is written by a discipline leader at GyroHSR with years of experience helping national brands craft and deliver messages that resonate with SMB owners.

Download a copy of "Leveraging Local to Reach Small Businesses" now at http://www.gyrohsr.com/pdf/LeveragingLocal_SMB.pdf. For more information on how to reach small businesses, contact Mike Hensley at +1 513.346.3446.

About The Enterprise Council on Small Business (ECSB)
The Enterprise Council on Small Business (ECSB) is an advisory service for enterprise companies targeting the small-business segment. Members receive sales and marketing insights for capitalizing on the small-business market opportunity through four key outlets:

  • Primary market research on small-business owners' attitudes, motivations and behaviors.
  • Tactical marketing and sales advice that can be put into action in days, not years.
  • Best-practice studies built from the combined experience of Fortune 500 small-business marketing and sales executives.
  • Idea exchanges and partnership opportunities between members fostered by a series of conferences and workshops throughout the year.

For more information on ECSB and its memberships, please call 1.888.687.7854 or visit the website at http://www.smbm.executiveboard.com

About GyroHSR
An international integrated marketing agency, GyroHSR delivers powerful ideas that build deeper, more meaningful relationships between people and brands through advertising, brand strategy, digital, direct marketing, public relations and relationship marketing. GyroHSR (http://www.gyrohsr.com) has 17 offices in 15 cities in 10 countries across Europe, North America and the Middle East, and 600 employees worldwide.

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Pattie Kushner
GyroHSR
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