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Home and Trade Small Businesses Still Value Traditional Media

by | May 31, 2017 | BIA, Blog, SAM, SMBs, Verticals

Despite the strong growth of digital and mobile media advertising, small businesses in the Home and Trade vertical (construction/contracting, plumbers, HVAC, etc.) continue to prefer traditional media channels for advertising and promotion, according to data from BIA/Kelsey’s Local Commerce Monitor™ survey of small businesses (Q3/2016).

As you can see in the chart below, three of the five most used media channels by Home & Trade Services SMBs are traditional media — direct to home (advertising materials such as door hangers, flyers or brochures that are delivered to homes but are not sent through the mail), newspapers and print yellow pages. Two digital channels — Internet yellow pages and Facebook page — also made the top five.

The Core SMBs* in the Home & Trade vertical spent an average $5,799 on advertising and promotion, with nearly a quarter going to “other traditional channels” which includes direct to home, newspaper and direct mail, but not broadcast media. Plus Spender SMBs* in the Home & Trade vertical spent an average $79,010, but their spending was more diversified than their lesser spending brethren, with a little over 20% going to “other traditional.”

When selling advertising and marketing products to this group, keep in mind they stick with what they know works, but they also value advertising that can be targeted. We expect to see growth in targeted social and mobile advertising in the future with this group.

S11_Home and Trade Services

*Core SMBs have an annual spend of less than $25,000. Plus Spenders have an annual spend of at least $25,000.


BIA/Kelsey’s LCM, Wave 20 reports can be purchased a la carte in the BIA/Kelsey eStoreOur LCM reports look at where particular SMBs (broken out by size, vertical, etc.) spend the most, as well as the top channels for marketing and advertising. Additionally, our reports provide analysis on the best product and service offers for highly coveted groups of SMBs.