Pioneer Strategies releases results

The study revealed that a vast majority of respondents view building their business’ name and establishing credibility as high priorities, but that relatively few of them are taking steps to act on those priorities.  Additionally, respondents identified lack of marketing knowledge and lack of financial resources as their two greatest impediments to marketing success.  The results include: 

• Seventy-one percent (71%) of respondents stated that building their business’ credibility is very important; 23% said it is somewhat important.

• Seventy-five percent (75%) of respondents indicated that spreading the word about their business is very important; 19% said it is somewhat important.

• Overall, only 52% of respondents indicated that they have a written marketing plan.  Only 42% of those who indicated that spreading the word about their business is very important have a marketing plan.

• Overall, only 43% of respondents indicated that they utilize press releases to promote their company’s newsworthy activities.  Only 30% of those who indicated that building their business’ credibility is very important are utilizing press releases to generate positive coverage.

• Only 48% of respondents have utilized an outside marketing or public relations agency.

• 73% of respondents indicated that lack of marketing knowledge impedes their marketing program.

• 58% indicated that a lack of financial resources impedes their marketing program.

Pioneer Strategies formulated a survey consisting of 41 questions, which was distributed to willing participants via standard mail and e-mail.  Participants were chosen using availability sampling.  Once responses were collected, the results were tabulated and analyzed using SPSS, a statistical data mining software package.  Study results are not scientific, but do provide general insight into the attitudes and perceptions of the Triangle-area small business community.  A copy of the results is available at www.pioneerstrategies.com/smallbizstudy.pdf.

Pioneer Strategies is a Raleigh-based Public Relations agency that provides small and mid-sized businesses and non-profit organizations with strategic Public Relations counsel and communication services.  Pioneer's services and expertise include strategic communication planning, executive public relations counsel, media relations, campaign planning, community relations, special event planning, copywriting and speechwriting.  For more information call 919-833-4345 or visit www.pioneerstrategies.com.