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Low-Cost Market Research
In these budget-cutting times, many marketers are looking for ways to maintain ongoing insight into the needs and attitudes of SMBs at the lowest possible cost. Here is how we are advising our clients:
Use primary research
Think it's more expensive to conduct original research than to buy syndicated? You're probably right. However, the value of custom research is that you get to ask exactly the questions you need answered, from exactly the audience you want to target. So, while the up-front cost of original research may be more expensive than a subscription to syndicated research (or even one-off reports), the value in terms of unique and actionable insights can be far greater.
Go online
If you have done them, you know that online surveys are typically much faster and less expensive than mail and phone surveys. Online panels are now as representative as phone and mail samples (especially given the declining participation rates for offline surveys in general). Online focus groups are a cost-effective alternative to live groups; while they are typically not a lot less expensive, a key benefit is that you can recruit panelists anywhere, not just from within a short drive of a focus group facility.
Keep it simple
Respondent time is a key driver of survey costs. Therefore, ask as few questions as you possibly can, and keep the response options as simple as possible. For every question in your survey, ask yourself if it is really necessary in order to make a decision. If it is simply nice to know, remove it.
Learn how BBI can help you gain key insights into the SMB market – within your budget.
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>> Cisco Initiative Targets SBs
Cisco will invest $100 million to develop technologies and products for businesses with fewer than 100 employees. The Small Business Technology Group will focus on six categories: connectivity, customer interaction, customer support, productivity, remote access and security. A Small Business Council will administer the initiative.
>> AmEx Adds Economy Section
American Express OPEN has added a new section to its online resource center, the OPEN Forum. The Economy enables small business owners to discuss how the economy is affecting their businesses.
>> IBM Heads for the Clouds
A new service from IBM will help small businesses adopt cloud computing as a way to reach remote workers and business partners. With Bluehouse, users can store and share documents, chat or attend online meetings.
>> HP Creates Facebook Page
HP's newly launched Facebook page offers a social networking platform for small and midsize businesses to discuss marketing and drive traffic to HP's Learning Center, which features IT lessons and videos.
>> AOL, GM Offer Car Assistance
AOL and General Motors started a website with tips to assist small businesses with their automobile needs. Small Business Autos features information on car loans, insurance, fuel management, MapQuest's Gas Prices tool, a Q&A
section and tips for businesses with mobile offices.
>> Dell Blog Assists with IT
Dell started the "Simplify and Save" blog to help businesses through the rough economy by practicing best practices and strategies in IT. IdeaStorm will also serve as a community where customers can share their thoughts about virtualization, managed services and saving energy.
>> Microsoft Goes Mobile
Microsoft and GoDaddy debuted a tool to help small businesses manage mobile and group email. Personal Outlook, Outlook with Mobile and Group Outlook with Mobile allow workers to access their email, calendar, tasks and address books on the Web, mobile device or computer.
Send us your news.
>> NFIB Research Foundation: 49% of small business owners surveyed have hired or tried to hire. Of those trying to hire, 78% reported few or no qualified applicants for their job openings.
>> J.D. Power and Associates: Despite market turmoil and tightened credit availability, small business owners say they are more satisfied with their banking institutions.
>> ABI Research: When purchasing WLAN equipment, companies with 100 to 999 employees act like large enterprises, while smaller firms behave more like consumers and buy through retail channels.
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BBI can help you achieve your SMB marketing goals through a wide range of capabilities. As you plan for 2009, let us help you with:
Research.
BBI uses both innovative and traditional research methods to provide unique and actionable insight to support development of new products, marketing campaigns, and PR programs.
Acquisition.
Need new customers? BBI's experienced marketing team recommends and develops award-winning integrated marketing programs that resonate with SMBs.
Retention.
Got content? We can craft an article or develop an entire resource center. Regardless of the format, our custom content enhances your position as a trusted advisor to SMBs.
Contact us to discuss how BBI can help you achieve your 2009 SMB marketing goals.
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