Despite challenging season, small businesses can attract customers
with variety of inexpensive, efficient marketing tools
STAMFORD, Conn.--(BUSINESS WIRE)--Nov. 12, 2012--
The majority of U.S. consumers, 84 percent, will spend the same or less
this holiday season than they did last year, with the top influencer on
making any purchase being cost (30 percent), according to a new survey
released today by Pitney
Bowes Inc. (NYSE: PBI). The survey is consistent with the findings
of the most recent NFIB Small Business Optimism Index which reported low
expectations by small businesses for the third consecutive month.
However, despite challenging times for both the consumer and the small
business owner, opportunities exist for businesses to attract those
available holiday dollars that are both inexpensive and efficient.
“When money is tight and there’s an absence of optimism, the most
important thing a small or medium-sized business can do is connect with
the right customers,” said Jeff Crouse, vice president and general
manager, small and medium businesses, Pitney Bowes. “There is a lot a
business can do now to capture those available dollars that costs very
little, including creating mobile web pages, reaching out through social
media and extending appealing offers in places that reach their customer
most effectively.”
Crouse will join a panel of other small business experts and owners in a
live discussion Tuesday, November 13, from 12-1pm EDT on how
to attract customers when they are ready to buy. Timed to assist
business owners to make the most of the upcoming fourth quarter, the
first free live streamed webcast is part of the new Customer Magnet
Series, presented by Pitney Bowes and Google. (Twitter: #SMBmagnet)
Customer Magnet Series moderator Gene Marks, owner of The Marks Group
and a frequent commentator on small business issues, says small business
owners are capable of capturing new customers but have to think
creatively. “Of course these are challenging times. But the smart
business people I know are using inexpensive and powerful cloud, mobile
and social tools to generate more demand and grow their companies. I’m
looking forward to discussing some of these new ideas with the panel.”
Of the consumers surveyed, 52 percent say they’ll spend the same while
32 percent will spend less this holiday season. While small businesses
can find it difficult to compete with larger peers on cost alone, the
second-most influential factor in consumers’ purchasing decision are
deals, including coupons and online special offers (16 percent each),
which many small businesses can take advantage of to attract customers.
In the current cluttered environment, knowing how and to whom to market
is more important than ever. The survey found respondents consider big
box retailers, such as Costco and Home Depot, the best at promoting the
products they sell (52 percent), followed by major retailers such as
Macy’s and Gap (35 percent), with small businesses and local shops
trailing at only 8 percent.
The survey, conducted in October 2012 by ORC International, reached more
than 1,000 U.S. consumers nationwide over the age of 18.
About Pitney Bowes
Pitney Bowes provides technology solutions for small,
mid-size and large firms that help them connect with customers to build
loyalty and grow revenue. The company’s solutions for financial
services, healthcare,
legal,
nonprofit,
public
sector and retail organizations are delivered on open platforms to
best organize, analyze and apply both public and proprietary data to
two-way customer communications. Pitney Bowes is the only firm that
includes direct mail, transactional mail, call centers and in-store
technologies in its solution mix along with digital channels such as the
Web, email, live chat and mobile applications. Pitney Bowes is a $5.3
billion company with 29,000 employees worldwide. Pitney Bowes: Every
connection is a new opportunity™. www.pb.com
Source: Pitney Bowes
Media:
Pitney Bowes Inc.
Barbara Hannan, 203-828-7656
Manager,
External Communications
barbara.hannan@pb.com
