SME Marketing and Communications in the U.S. Market NEIL E. HARE President, Global Vision...

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


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


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”


Brand Turkey: What’s the Message?


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!


Conclusions . . .

Small Firms Dominate the US Market Multiple Marketing Channels Find a Message Create a Brand Know Your Audience Turkish Products Online


SME Marketing and Communications in the U.S. Market NEIL E. HARE President, Global Vision...

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