No small comfort

摘要

To address the needs of small businesses concerned about the economy, b-to-b marketers are using a mix of programs-from cost-saving offers to online resources-that help explain what the downturn means to this sector. Key themes are emerging from marketers trying to reach the small-business market in these difficult times, including brand messages of stability and trust as well as personalized communications that show marketers understand what small businesses are going through. "The more personal the message, the more relevant it will be. People don't want to see themselves as part of a mass audience when things are going bad in the economy right now," said Tom Bertels, managing partner of b-to-b agency Sullivan Higdon & Sink. "Small businesses see their needs as unique. A personal message that is more 'plain-speak' and less hype will make people more receptive to the message."