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Get inside the head of a small business ownerHere?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 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. Author Biography: John Warrillow is President of Warrillow & Co., a strategy and research firm that specializes in helping Fortune 500 companies get inside the head of small business owners. The firm counts twelve of the Fortune 100 and seven of the top ten business-to-business spenders in the United States as customers. Warrillow & Co.?s client list includes American Express, Bank of America, British Airways, Citibank, IBM, Microsoft, and Visa. John Warrillow studied at Queen?s University in Kingston, Ontario, and started Warrillow & Co. in Toronto, where he lives with his wife, Jennifer.
Drilling For Gold: How Corporations Can Successfully Market to Small Businesses
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