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B-Side Marketing Project

Vol. 4: Canada Brand Study 2013

Canadian Brands, You're Not Hearing Me Either!

It appears small business optimism knows no bounds. Unfortunately, neither does the ineffectiveness of brands trying to market to these businesses. Vol. 4 of the B-Side Study is our first venture into the minds of Canadian Small Business Owners (SBO's). The in-depth research and keen insights found in Vol. 4 give brands a better idea of how they can be more effective when reaching out to this passionate, driven group. Download the full Vol. 4 study for more insights. Or for a deep dive, contact us directly at metrics@thecargoagency.com for a one-to-one meeting.
Good For Business
An optimistic SBO is more likely to invest in their business

74% of SBO's are optimistic
  • Planning Ahead
    SMB's are looking to take action when it comes to their business
    54% looking to be proactive
  • Looking Up
    SMB's 12-month outlook is sky-high
    62% expect growth, 39% of those expect substantial growth
  • Long-term Focus
    Spending trends point to building business for the future
    Top planned budget increases: 36% Business Development, 30% Marketing / PR / Advertising
Download the report

Brands, We've Got Work To Do

Too many brands are not effectively reaching their SMB customers because of their message and their approach.
  • $.56 of every dollar spent is wasted
  • 44% of SMB's claim brands don't understand them
  • Right Time and Place
    Time-strapped SBO's seem to prefer the quick, convenient nature of search engines, but also rely on more traditional channels like business magazines and tradeshows for their info.
  • Top 3 Preferred Channels
    • Search Engine: 22%
    • Business Magazines: 14%
    • Trade Shows: 10%
  • Most Online Activity
    • Monday: 52%
    • 6am - 10am: 32%

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