Here’s an interesting survey done by the National Federation of Independent Businesses on small business marketing…part of a great resource site which you can find at http://www.411sbfacts.com/
Results of 2006 Survey on Marketing:
- The primary customer base for 45 percent of small businesses is the general public; However, for 30 percent, the primary customer base is too varied for small employers to identify one.
- Twelve (12) percent of small businesses sell to a small number of business customers creating the potential of becoming a captive supplier.
- Fifty-five (55) percent of small employers think that their businesses do not need much marketing since their products/services pretty much sell themselves. Forty-two (42) percent disagree.
- A large share of the small-business population depends on repeat customers. Twelve (12) percent of small-business owners indicate virtually all customers are repeat customers while another 35 percent say most are repeat.
- The distinction between marketing and selling is sharp for virtually as many as the distinction is non-existent.
- Forty-eight (48) percent of small businesses have a separate annual marketing budget within the firm’s overall budget.
- Experience and customer observation are substantially more likely to influence small-business owner marketing decisions than formal, systematic approaches. Seventy-four (74) percent think it is important to rely on gut feel when making marketing decisions.
- Small-business owners advocate a long-term business outlook.
- Seventy-eight (78) percent of small employers think that adding innovative products/services is important to business success.
- 87 percent agree that customers require businesses to be very flexible and adapt to special customer requirements.
- More small employers intend their marketing efforts to lead customers (61%) than to respond to them (28%).
Where do you fit into all this?