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B-Side Marketing Project

Vol. 6: Canada Brand Study

Canadian SBOs are going places. Fast!

There's no denying it. Canadian Small Business Owners (SBOs) are working at breakneck speed in 2014. And they're demanding brands keep up with them or get left behind. But the frantic pace is taking its toll, and these passionate SBOs are feeling the pressure. We put our running shoes on and caught up to them for Vol. 6 of the B-Side Marketing Study. Download the full-line report for more insights. Looking for more? Contact us directly at metrics@thecargoagency.ca for a one-to-one meeting.
Feeling the pressure
  • Optimism: down 16%
  • Substantial Growth: down 16%
  • Worry: Daily Operating Stress
  • Fast Decisions
    When it comes to their business, SBOs shop as quickly as they work.
    82% buy within a month (Up 12% from 2013).
  • Fast Support
    These workhorses don't have time for hurdles. They want solutions – now!
    #1 Brand Frustration: Speed of response.
  • Fast Information
    SBOs are constantly on the go. They expect brands to support this "always-on" work style.
    1/3 of SBOs want better access to "on-demand" info.
Download the report

How Are Brands Doing?

SBOs think brands are doing a pretty good job, but they still have some work to do.
  • Are Brands Marketing Effectively? 78% yes
  • Top 3 Brand Mistakes:
    1. Selling Vs. Talking
    2. Poor Customer Service
    3. Doesn't Understand My Needs
  • How campaigns should make them feel 34% motivated (Up 24% from 2013)

New Media Picks Up Speed

SBOs are realizing that traditional media is slow, and not always available. They're running to new tech and media in droves.
  • 2014 Top Influential Channels
    • 46% New Media (up 24%)
    • 12% Traditional Media (down 22%)
  • APP usage Up 22%
  • Business Use of Social Media Up 16%

Further Thinking

Now you know what we do. So now we want to know:

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