With nearly 7 out of 10 Home & Trade* small businesses planning to maintain their current ad spend levels, what is a service seller to do? We delved into the latest data on small businesses in the Home & Trade vertical from BIA/Kelsey’s Local Commerce Monitor™ (LCM) survey of small businesses and it was a mixed bag. The bad news is that Home & Trade SMBs are not big spenders and most are not planning to increase their spend. The good news is that this is a group willing to spend on media they see as high performing and deliver a comprehensive way to attract new customers and retain the existing ones. This is a group that sticks to what they know and what has worked for them in the past — primarily traditional media channels. To get them to spend on digital you’ll need to show them how digital can extend and enhance the traditional campaigns that they are comfortable with.
*Construction, contracting, HVAC, plumbing, etc.
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BIA/Kelsey’s LCM, Wave 21 reports can be purchased a la carte in the BIA/Kelsey eStore. Subscribers of BIA ADVantage can view the research from the online dashboard found here.
