Small businesses are slowly gaining more momentum as people continue to feel out the new economy the U.S. is trying to build. Investment in some areas are growing, and the recent job report displayed a shrinking unemployment rate.
Doesn't sound too bad.
What does sound bad is the way small businesses still receive advertising.
According to Sage's Small Business Advertising Survey, a surprising 67% of small businesses do not have a formal advertising strategy.
We're not looking for a year-by-year, budgeted media plan. No, we're looking at if the business generally knows where they get their customers, and traditionally a good idea of how much they typically spend on a certain medium.
Not hard stuff; but apparently there is a disconnect.
Yes, we all love to patronize those shops, and stores survive and thrive solely on word of mouth, without touching the greasy hands of us advertising pros. We get it.
But with the proliferation of media, and the increasing complexity of choice, for most small businesses, word of mouth, though awesome, is not enough.
And our society's lovely smallbiz owners need to know that it is okay to dedicate some time and some resources to advertising.
As a business owner, you have a set number of goods and services you provide in order to satisfy the customer and make a profit. We advertisers do the same thing, except our customers are small businesses.
See the connection?
We in AdLand love small business. So come and try us out.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.