SME Marketing and Communications in the U.S. Market
NEIL E. HARE
President,Global Vision Communications,
LLC
Overview of U.S. SME Market 24 million small businesses
17,000 businesses with greater than 500 employees 100,000 businesses with greater than 100 employees
5.8 million businesses with less than 100 employees
18.6 million businesses with less than 5 employees
Global Vision Communications, LLC
U.S. Small Business Statistics More than 50 percent of GDP
More than 45 percent of the total U.S. private payroll.
Firms with fewer than 500 employees created 1,990,326 net new jobs
Firms with fewer than 500 workers employed 57.4 million and large firms 56 million. Smaller firms with fewer than 100 employees employed 41 million.
97 percent of all identified exporters
14 times the patents compared to large firms
Global Vision Communications, LLC
Source: U.S. Bureau of Census
How do SMEs Market?• Websites/Search engines/Online ads• Yellow Pages/ Directory Services• Direct Mail• Sales Reps• Networking – Chambers of Commerce• Advertising – TV, Print, Radio, Online• Alliances
Global Vision Communications, LLC
What are marketing messages?• Better Quality• Innovation•Customer Service• An Experience• An Image• A Need
“Made from sugar, so it tastes like sugar.”
“Think Different.”“Earth’s biggest selection.”
“We are ladies and gentlemen serving ladies and gentlemen.”
“The Ultimate Driving Machine”
“The World On Time”
Global Vision Communications, LLC
Brand Turkey: What’s the Message?
Global Vision Communications, LLC
Who is Your Market in the US?
BUSINESSES Vertical Industries Geographic Regions Large vs. Small
Companies Resellers vs. End
Users
CONSUMERS Gender Groups Age-Specific Groups Ethnic Groups Common Interest
Groups
KNOW YOUR AUDIENCE!
Global Vision Communications, LLC
Global Vision Communications, LLC
Global Vision Communications, LLC
Global Vision Communications, LLC
Conclusions . . .
Small Firms Dominate the US Market Multiple Marketing Channels Find a Message Create a Brand Know Your Audience Turkish Products Online
Global Vision Communications, LLC