The document presents findings from a Borrell Associates survey of small and medium-sized businesses (SMBs), focusing on their preferences and experiences with digital marketing and media sales. Key insights reveal that SMBs receive numerous sales attempts monthly, prefer to be contacted through specific channels, and express a desire for more accessible advertising costs. The document emphasizes the importance of understanding SMB needs and outlines goals for local email address collection.

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SMBS JUST MADE
EMAIL YOUR NO.1
PRIORITY

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Matt Coen
President & Co-Founder
Second Street
@mcoen
Gordon Borrell
CEO
Borrell Associates
@goborrell

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SMB Survey Details
Survey launched mid-April; continues to June 30
Solicited via media companies
Today’s snapshot is from 1,702 responses
83% of respondents in business 6+ years
54% have single location; 31% multiple
To Join the Survey:
www.borrellassociates.com/surveys

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Source: Borrell Q1 2015 SMB Survey; N = 2,990
© Borrell Inc., 2016. All
Highlights
What’s Going Up
* Cinema sample size is small and thus has a higher variance possibility

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Source: Borrell Q1 2015 SMB Survey; N = 2,990
© Borrell Inc., 2016. AllSource: Borrell SMB Survey, Q2 2016; Preliminary results N = 1,702
Highlights
This Explains Their Digital Focus

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Source: Borrell Q1 2015 SMB Survey; N = 2,990
© Borrell Inc., 2016. All
Highlights
SMBs Are Pestered
 They get 21.6 “sales attempts” per month
 On average, they speak to 5.6 reps per month
 Their preferred contact method is ??? (81%)
 Their preferred buying method is ??? (57%)
 Their preferred digital channel is ??? (56%)
 74% want to see the results of our SMB survey
Source: Borrell SMB Survey, preliminary results from Q2 2016; N = 1,702

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Source: Borrell Q1 2015 SMB Survey; N = 2,990
© Borrell Inc., 2016. All
SAMPLE COMMENTS
“Cut the costs. Most are drowning.”
“Become knowledgeable about new and
emerging advertising channels and
services.”
“Learn about (my) business before
reaching out to me.”
“If radio and TV ads were more
affordable, small companies could use
them.”
Source: Borrell SMB Survey, Q2 2016; N = 500 comments
Highlights
What SMBs Want From
Media

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Source: Borrell Q1 2015 SMB Survey; N = 2,990
© Borrell Inc., 2016. AllSource: Borrell SMB Survey, preliminary results from Q2 2016; N = 1,702
How Do You Prefer to be Contacted
About Advertising/Marketing Programs?

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Source: Borrell Q1 2015 SMB Survey; N = 2,990
© Borrell Inc., 2016. AllSource: Borrell SMB Survey, preliminary results from Q2 2016; N = 1,702
How Do You Prefer to Buy Advertising?

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Source: Borrell Q1 2015 SMB Survey; N = 2,990
© Borrell Inc., 2016. All
Source: Borrell SMB Survey, preliminary results from Q2 2016; N = 1,702
What Online Marketing Methods
Do You Plan to Use in 2016?

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Source: Dun & Bradstreet, 2016
© Borrell Inc., 2016. All
Consider Setting These Goals
Email addresses for 80% of local residents
Email addresses for 100% of advertising customers
Email addresses for 30% of all local businesses
Raleigh: 89,691
Abilene: 23,850
Butte: 17,477
Sacramento: 266,813
Syracuse: 53,001
Salisbury, Md.: 31,342
How many businesses
are there?

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Matt Coen
President & Co-Founder
Second Street
@mcoen
Gordon Borrell
CEO
Borrell Associates
@goborrell
Questions?

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