FedEx Office released the results from its annual Signs of the Times national small business survey, finding that small business owners are "eager to lead the charge" out of the recession. According to the results, about three quarters (72%) say they'll be the driving force behind the U.S. economic recovery this year. 51% said their own businesses have already or will fully recover by the end of the year.
How important is print marketing to your business? Let us know.
Marketing opportunities appear to be one of the key reasons businesses are so optimistic. 42% of those polled are considering increasing spending on marketing and advertising this year, while 30% say they may increase spending on sales initiatives.
"Small businesses are definitely getting it right when it comes to identifying and investing in the tools that will help them bounce back from a difficult period," said Randy Scarborough, vice president of marketing for FedEx Office. "From print ads and direct mail campaigns to online marketing programs and a social media presence, small business owners today are smart and savvy about how to maximize their budgets while connecting effectively with new and existing customers down the street and around the world."
Back in 2008 before the recession left its biggest impact, 41% said they were considering increasing spending on marketing and advertising initiatives, and in 2009, 44% said they were considering the same. This year's survey found that 34% made cuts to their marketing and advertising spend last year, and 31% say that decision had a negative/extremely negative impact on their businesses.
According to the findings, 87% say printed marketing/advertising tools are somewhat to very effective at driving customers to businesses, while 61% believe traditional marketing/advertising methods are more effective than web-based counterparts at bringing in customers (of course the source of the survey should be kept in mind...FedEx Office [formerly FedEx Kinko's] does have a direct connection to the print industry, obviously).
44% say they plan to grow business in 2010 by increasing communication with existing and potential customers via printed materials like newsletters and direct mailings. They are also actively leveraging other traditional marketing/advertising tools such as brochures (43%), Yellow Pages listings (39%), flyers and signs/banners/posters (37% each) and newspaper advertisements (32%).
Where does print marketing fit into your strategy at this point? As more online marketing opportunities frequently emerge, how much room do you have for print?
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Comments
Print Marketing
Without doubt the smaller business is concentrating on print marketing as a major assett for marketing tactics.
Our main business is printing and we have seen a massive increase in businesses wanting our services.
My Advertising Will Increase
I am increasing my advertising in the Print Media. I enhanced my Yellow Page listing and I am looking at other more long-term print items like seasonal guides. Newspapers don't do a lot for me and most likely my industry.
Free advertising for FedEx Office
"...small business owners today are smart and savvy about how to maximize their budgets..."
What a joke! How does the spokesperson for FedEx Office know that small-business owners are any smarter or savvier today then they were last year? Their own survey found that business owners plan to spend slightly less on marketing than they did last year, so what information is Mr. Scarborough basing his statement on?
Chris, why don't you interview me on what my business predictions are for the upcoming year. I could always use the free publicity and could create BS statements every bit as enticing as FedEx Office.
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Print Advertising Works
Print advertising is still a very effective medium. We work with thousands of advertisers who continually use print to drive business. If tracking mechanisms such as 800#s or unique URLs are used in every direct-response print ad, advertisers can get a clear picture of who and how people are responding to their creative. It doesn't have to be a mystery any more. Print works.
Print Marketing
Actually, our company is much more than print. We are a Web site, an online community, an e-mail marketer, an online newsletter.
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