Do Smaller Sized Businesses Offer Opportunities for Local TV Sellers?

BIA SAM Survey

Yes, they do, according to BIA’s SAM™ Survey of Advertising and Marketing. In two reports released recently by BIA, Advertising and Marketing Behaviors of 1-19 Employee Businesses and 20-99 Employee Businesses, those businesses report receiving a return on investment of 10x or more on their TV advertising, particularly those businesses with 20-99 employees.

We like to look at businesses’ ad spend and ad buying behaviors by employee size and revenue. Why? Because there are huge differences in a local businesses’ advertising strategy based on their size and earnings. Selling advertising and marketing services to these two different sized businesses requires different strategies.

Tips for Selling to Businesses with 1-19 Employees

  • There’s an opportunity for media sellers to introduce these smallest businesses to their products with a low cost option. Traditional channels like– radio, direct mail, specialty directories and newspapers are only used by a third of this group.
  • Less than 50% of their ad budget goes to digital. There are some great low-cost ways to increase their digital spend – especially search, email and targeted social ads.

Tips for Selling to Businesses with 20-99 Employees

  • This group of small to medium businesses is willing to pay for assistance with their digital advertising. A great complement to the traditional sell is to offer digital. A third of this group use either a local newspaper, radio, TV or agency to buy digital advertising. They buy video ads from TV sellers, social from cable and radio sellers and display from newspaper sellers.
  • Businesses with 20-99 employees are more likely to increase their spend than their smaller counterparts. Targeted advertising is where they are most interested in increasing their spend. Be sure to show potential advertisers how your medium is capable of targeting their ideal customers.

These two reports are available to purchase and download. Get $99 off the price by using the code SAM99 at check out. The SAM™ survey data is available through BIA’s local advertising dashboard, BIA ADVantage and is offered in a searchable, downloadable format. Insights and analytical reports from the survey are also provided. Additional information about BIA’s SAM study can be found here.

Local Businesses Vary on Ad Spend and Marketing

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