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What Do Small Businesses Want From Their Advertising?
(First 4 Biz March 2005)
It's a good question and one that Quality Directory thought deserved an answer. The online directory, covering Berkshire, Oxfordshire and Western Buckinghamshire lists a range of vetted suppliers and services for homes and businesses, and takes businesses wanting a listing on customer recommendation. Owner Sebastian Brown was determined to find out if vetting the businesses was as important to them as it was to him, and carried out a survey of small businesses across the Thames Valley. The results make interesting reading.
All businesses responded overwhelmingly to the main benefit of being in a recommended directory with customer testimonials next to their listing. It's as good as having a word of mouth recommendation which most of those surveyed said was the strongest form of advertising. In addition, the Quality Directory checks these testimonials and speaks to each person to verify the quality of service along with a number of other quality checks. Many thought the fact they had been independently screened served to enhance their quality of service and therefore make them a more marketable proposition.
The businesses surveyed also wanted to be listed along with other quality checked businesses; it's a way of showing that they reach a certain level of customer service if they have gained entry to the directory. Small businesses live or die by reputation so being listed in a directory in which everyone has been quality checked is a huge benefit to them.
The survey also found that internet marketing and advertising has increased significantly amongst small businesses. Being online, the Quality Directory aims to help small businesses increase their internet presence and make it easier for them to be found by consumers.
It seems that by asking them what they want, Quality Directory is succeeding in meeting its client's needs.
For further information about Quality Directory, or to take a listing, please visit www.qualitydirectory.co.uk or call 08456 443 776.
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For more information, interviews or photographs, please contact:
Harriet Warner
Quality Directory
08456 443776
harriet@qualitydirectory.co.uk
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