Drilling for Gold: How Corporations Can Successfully Market to Small Businesses

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9780471128908: Drilling for Gold: How Corporations Can Successfully Market to Small Businesses

Unearth the lucrative opportunities of the small business market
The new entrepreneurial explosion has many Fortune 500 companies pinning their hopes for prosperity on the small business sector. But most blue chip behemoths simply don't know how to reach small businesses-they don't understand this segment's diversity and how to effectively reach out to its various parts. Drilling for Gold will show the big companies just how small businesses tick. John Warrillow reveals the enormous size of the small business marketing opportunity and shows readers various ways to reach this vast, yet seemingly hidden sector. He covers how to address the small business market, managing cost control, and segmenting the customer base, along with numerous case studies.

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From the Inside Flap:

More businesses will be born in the United States today than babies. More college kids would rather grow up to be an entrepreneur than the president of the United States. We're living in the most entrepreneurial time in history, yet most companies fail to capitalize on the small business market. Fortune 500 corporations spend millions on advertising that goes mostly unread, segmentation models that can't be implemented, and websites that get ignored.

Drilling for Gold: How Corporations Can Successfully Market to Small Businesses grabs you by the collar and takes you through a four-step action plan for profiting in the small business market. You'll discover:
* How to segment the small business market
* What kind of small business isn't worth your time
* What entrepreneurs often lie about
* The three psychographic profiles that categorize all entrepreneurs
* Why the 80/20 rule does not apply to small business
* Why most media plans fail to reach small business owners
* Where small business owners gather (and where they don't)
* The best way to win new small business customers
* Why small business trade shows are a waste of your money
* What advertising messages to avoid when targeting small business
* Why small business owners remain loyal to some companies and not others

Drilling for Gold is based on the author's experience interviewing thousands of entrepreneurs, overseeing small business market research for the world's largest corporations, and moderating hundreds of focus groups with business owners. This book dispatches a raft of real-world examples and case studies from Fortune 500 marketers like American Express, Dell, Federal Express, IBM, and many more.

From the Back Cover:

Get inside the head of a small business owner

Here's what Fortune 500 marketers are saying about John Warrillow and his new book, Drilling for Gold: How Corporations Can Successfully Market to Small Businesses:

"Warrillow provides thought-provoking and entertaining insight about the passion of entrepreneurs and small business owners. Drilling for Gold provides excellent advice for companies targeting small businesses."
-S. Jay Nalli, Vice President, Americas Small Business, IBM

"John has successfully captured the knowledge he has gained from working with small business marketers and transformed it into a well-crafted and meaningful guidebook."
-Judy Hilvers, Senior Vice President, Corporate Marketing
Citicorp Diners Club Inc.

"Easy to read and easy to put into practice . . .this book should be read by anyone interested in increasing the effectiveness of their marketing (and selling) to small businesses."
-Elizabeth Weisser, Vice President, British Airways, USA

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