Small Biz Owners: Optimistic, Upping Ad Spend, Rely On Print

May 2011 — FedEx Office (formerly FedEx Kinko’s), an operating company of FedEx Corp., released the results of its fourth annual Signs of the Times national survey of small businesses.

The study finds that:

Small business owners optimism is growing — Six in ten (63%) small  business owners are confident in the long-term success of their business, compared to a little more than half (54%) in 2010.

Younger business owners are even more assured about the future – The vast majority of small business owners age 18-35 (85%) are confident in the long-term success of their business compared to other age groups (35-54 at 56%; 55 and above at 63%).

While many small business owners plan to reach existing and potential customers online and through social media, more than half (53%) will turn to more traditional channels like newsletters and direct mail

Tactics to Reach Potential and Existing Customers

%

Plan to increase communication via newsletters, direct mail, etc.

53%

Plan to create or improve company’s online presence (website,  banner ads, SEO)

52%

Plan to utilize social media and networking websites (e.g., Twitter,  Facebook, LinkedIn)

45%

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Card Tricks – Boost Responses the Easy Way!

Do you include tear-off response cards or other forms in your direct marketing pieces? Do you send them blank or do you pre-fill them with information from your database?

If you are sending forms blank, you are leaving money on the table. Why? Because the more steps recipients must take to respond to your offer, the less likely they are to do it. Conversely, the easier you make it for them to drop the card in the mail, the more likely they are to respond.

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The Path Of Least Resistance

Boost Response Rates By Letting Your Customers Choose The Way

When marketers think about successful 1:1 campaigns, they think about factors such as the creative, the offer, the mailing list, and the selection of 1:1 variables. All of these things are critical to a successful campaign. But there is another, even simpler step that you can take to boost response rates.

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