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Entertainment® News

Majority of Small and Medium Businesses Yet To Use Mobile For Marketing

Entertainment Promotions/Borrell survey finds of those that have, 49% did so to distribute mobile coupons

Troy, MI, February 20, 2013 — Despite the growing importance of mobile platforms to marketing, a vast majority of small and medium businesses - 73% - have not used them in the past year, according to a survey conducted by Borrell Associates in partnership with Entertainment Promotions (www.Entertainment.com), a leading provider of high-value promotions and coupons.

But among those that have, the survey found that a plurality, 49%, said they used mobile platforms to distribute coupons, with the primary goals of acquiring new customers, lead generation and building sales volume. 47% of all small and medium businesses surveyed said that they would be either "very likely" or "somewhat likely" to use mobile advertising or promotions in 2013.

The results are from a survey conducted during the fourth quarter of 2012 among more than 1,000 small and medium businesses nationwide.

According to the survey, most small and medium businesses queried, some 27%, reported they were planning on spending less than $5,000 in 2013 on advertising, with local newspapers and online/digital being the two largest categories of intended spend.

"With consumers increasingly turning to mobile platforms as the screen of choice, the survey shows small and medium businesses have yet to catch up to use of this as a vehicle for marketing," says Melissa Fisher, CEO Entertainment Promotions. "But clearly for those that have, they are seeing the opportunity that exists to achieve their primary goals of incremental sales volume and customer acquisition through coupon distribution. More so, since the majority of these businesses have a budget of less than $10,000 for marketing this is a highly efficient and cost efficient expenditure that at the same time is very measurable."

Entertainment brings consumers unique promotional offers and discounts in a broad range of products and services through one of the largest partner networks of local, regional and national merchants and advertisers. The company helps brands and businesses reach highly qualified and motivated consumers through integrated retail, online, social, mobile, affiliate, corporate, direct to consumer and fundraising channels.

For more information on the Borrell Associates report and to purchase a full copy of the survey, visit Borrell Associates.
About Borrell Associates, Inc. Borrell Associates Inc. is a research firm that tracks local advertising and helps media companies develop strategies to grow share. Borrell works with more than 1,200 local media companies throughout North America and the U.K. by providing granular county-level ad spending data. It also publishes regular analyses of major local advertising trends for its clients. The company is headquartered in Williamsburg, Va.

About ENTERTAINMENT® Since 1962, ENTERTAINMENT® (www.entertainment.com) has worked to improve local communities as the leading consumer discount, promotion and coupon provider in the United States and Canada. Released annually, the ENTERTAINMENT® Book Membership supports both national and local merchants while helping consumers save money on restaurants, groceries, shopping, services, movie tickets, travel, car care and local sports attractions. With one of the largest merchant networks, ENTERTAINMENT® makes it possible for consumers to save anytime, anywhere and any way they want with online, print or mobile redemption choices.

Fundraising programs from ENTERTAINMENT® have helped schools and community groups raise more than $2.5 billion over the past 50 years. Its Corporate Marketing Solutions division serves Fortune 1000 companies by creating positive, customer lifecycle engagement through value-added savings programs and incentives.

For more information, visit www.entertainment.com.