13 compelling statistics to convince SMEs to advertise with you

Do you sometimes find it hard to convince people to spend money on advertising? As small businesses have limited budget, they’re often cautious about investing in marketing, so having some real facts and figures can help to win them round. Try these in your next pitch or sales call.

  1. $1 spent on advertising benefits an SME 8x as much as a larger firm

    Small businesses are often wary about spending money on advertising, wrongly thinking it’s the sole realm of big companies. But even though they have less money to spend, they will see more impact when they do advertise.
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  2. An investment of $1 in traditional advertising gives an average return of between $6.48 and $11.89 in revenue
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  3. Advertising is the second most effective marketing method, behind word of mouth

    Some people think advertising doesn’t work, or that they’d be better investing their time in social media. But only 35% of small businesses think social media is successful. Advertising and word of mouth are both more effective.
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  4. 64% of SMEs say their advertising has been a success

    Small businesses might think advertising only works if you’re a big corporate but that’s simply not true. Even more small businesses could experience success if they had the support of a media partner who could guide them to create the most effective campaign.
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  5. 61% of small businesses with high levels of growth advertise, consult marketing advisers, or have their own marketing experts. Only 43% of small businesses not experiencing growth do

    If you have a prospective client who needs to grow their business, advertising is important. It’s actually one of three elements that marks out high-growth businesses from other SMEs.
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  6. An estimated 46% of digital ad impressions aren’t actually seen by people

    If you need a reason to convince people to consider print or other traditional advertising, this shocking figure can help. Why pay for adverts that can’t be viewed?
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  7. Clickthrough rates from online ads are falling, from 9% in 2000 to just 0.2% in 2012

    As we face more and more digital noise, online ads are becoming less effective. Not only are they less likely to be seen, they’re also less likely to clicked. That makes it much harder to reach out to people. Traditional advertising can help.
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  8. TV and magazine advertising is more likely to be noticed than online ads

    As we face more and more digital noise, online ads are becoming less effective. Not only are they less likely to be seen, they’re also less likely to clicked. That makes it much harder to reach out to people. Traditional advertising can help fill that gap.
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  9. And traditional media is also more likely to be trusted

    Newspaper, magazines and TV ads all have the highest level of trust, at 63%, 62% and 61% respectively. Radio and billboards aren’t far behind and are trusted by 58% and 55% of consumers. However, online ads are less trusted, with search ads coming in at 44%. That drops to 33% for banner ads. It makes sense for small businesses to place their budget into areas where they can influence people and grow trust. These statistics show that that area is traditional advertising.
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  10. 66% of consumers believe television commercials are significantly more important and effective than online advertisements

    So if your clients have budget, then looking at TV could be a great way for them to hit their goals.
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  11. 88% of consumers still use print to get information

    Despite what some people say, print is far from dead. So if your clients are worried that people don’t use print anymore, this research can help. It showed that 63% of people like print ads, compared to just 25% for online adverts.
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  12. Radio advertising has a direct link to a rise in sales

    Research from Nielsen Catalina Solutions found a direct link between radio advertising and retail sales. For each $1 spent on advertising, $6 was made from the listeners in the 28 days after they heard the ads. Proof that this advertising works.
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  13. OOH adverts communicate when consumers are most receptive

    Research by COG Research and the Outdoor Media Centre showed that people have a 33% heightened alertness when they’re out and about, making them more likely to see and recall advertising.