SME Marketing and Communications in the U.S. Market NEIL E. HARE President, Global Vision Communications, LLC

Overview of U.S. SME Market 24 million small businesses 17,000 businesses with greater than 500 employees 100,000 businesses with greater than 100 employees 5.8 million businesses with less than 100 employees 18.6 million businesses with less than 5 employees Global Vision Communications, LLC

U.S. Small Business Statistics  More than 50 percent of GDP  More than 45 percent of the total U.S. private payroll.  Firms with fewer than 500 employees created 1,990,326 net new jobs  Firms with fewer than 500 workers employed 57.4 million and large firms 56 million. Smaller firms with fewer than 100 employees employed 41 million.  97 percent of all identified exporters  14 times the patents compared to large firms Global Vision Communications, LLC Source: U.S. Bureau of Census

How do SMEs Market? Websites/Search engines/Online ads Yellow Pages/ Directory Services Direct Mail Sales Reps Networking – Chambers of Commerce Advertising – TV, Print, Radio, Online Alliances Global Vision Communications, LLC

What are marketing messages? Better Quality InnovationCustomer Service An Experience An Image A Need “Made from sugar, so it tastes like sugar.” “Think Different.” “Earth’s biggest selection.” “We are ladies and gentlemen serving ladies and gentlemen.” “The Ultimate Driving Machine” “The World On Time” Global Vision Communications, LLC

Brand Turkey: What’s the Message? Global Vision Communications, LLC

Who is Your Market in the US? BUSINESSES  Vertical Industries  Geographic Regions  Large vs. Small Companies  Resellers vs. End Users CONSUMERS  Gender Groups  Age-Specific Groups  Ethnic Groups  Common Interest Groups KNOW YOUR AUDIENCE! Global Vision Communications, LLC

Conclusions... Small Firms Dominate the US Market Multiple Marketing Channels Find a Message Create a Brand Know Your Audience Turkish Products Online Global Vision Communications, LLC