Small Business Campaigns Showcase Big Thinking at the First Annual Warrillow Awards

Among my sponsorship duties for the first annual Warrillow Best Small Business Marketer of the Year Awards, I co-judged entries drawn from 74 submissions. These entries came exclusively from large companies that market to small businesses. It was a terrific opportunity to see examples of how great marketing distinguishes itself. In this paper I outline the criteria we used to select the final award nominees and explain how specific finalists met these criteria.

Is the market insight actionable?

Effective campaigns that engage small business decision-makers grow from a smart, actionable insight. A general acknowledgement such as "small business people are bus" creates a generic message and campaign. A good insight, however, might answer such a question as: What really motivates an entrepreneur? Is there an unmet need that can be addressed or a pain that can be alleviated? How do decision-makers really go about deciding what to buy? Finding a unique, actionable insight that can lead to a competitive advantage is key to building a distinctive program.

Great example: All the finalists understood people, not just entities, and that understanding led to actionable insight. A particularly good example was American Express' Plum Card campaign. The card maker uncovered an issue that inhibited businesses from using credit cards for purchases other than travel, entertainment and small items. The company's response was the Plum Card, a small business focused card that could be used on everything, everywhere with trade-like terms that addressed the challenge of variable cash flow. The product launched at the Inc. 500 conference and was supported by a campaign that included Web, print and DRTV efforts.

Is the value proposition compelling?

In order to stand out, marketers can benefit from a value proposition that is compelling to the intended buyer. Companies need to give people a reason to engage with messaging. A value proposition motivates people when it connects with real issues facing a small business person.

Great example: The more effective programs did the hard work of finding or creating a compelling point of difference. Cisco brought a technology demonstration center to local communities, offering meaningful information for a short-term investment. Known as the Network on Wheels (NOW) Program, this campaign featured Cisco-outfitted vans that showcased the company's small business solutions with an on-site, over-the-top experience. The program was supported by a campaign that included e-mail newsletters, online video, a blog and a program portal. Like all great marketers, Cisco didn't accept the status quo — it changed the game. Are the communications distinctive?

Getting a message heard in a loud media marketplace takes more than money — it takes communications that stand out in a crowd. The ones that stand out are fresh, bold and engaging. And they reach the small business person in the right way at the right time.

Great example: All of the finalists' communications were smart, relevant and distinctive. Intuit's winning "Just Start" campaign tapped into the emotional core of people who want to create a business out of their passions. The company considered that many of these hopefuls don't know where to start and delivered compelling messaging designed to inspire, encourage and guide would-be entrepreneurs. Contests, websites and PR events helped Intuit fuel the entrepreneurial spirit while driving demand for the company's QuickBooks SimpleStart accounting software.

Are communications integrated across engagement points?

Reaching small business decision-makers in multiple media with a consistent message can affect small and big budgets alike. Aligning traditional and digital advertising, Web and search activities with channel communications and promotional efforts is a big challenge for most organizations. The best marketers rose to the occasion and separated themselves from the pack.

Great example: The best programs executed multi-dimensional integrated marketing well. FedEx's "In the Box" campaign touted the benefits of FedEx shipping to an SMB audience with direct mail, HTML e-mail and themed gifts. The campaign was integrated throughout, extending all the way down to targeted executions that featured a map to the nearest FedEx Kinko's location. The result was impressive, and response rates were more than three times greater than previous programs. Integration is not easy, but it pays off.

Does the campaign deliver measurable business results?

There is an old saying: "How will you know when you get there if you don't know where you are going?" I was reminded of this during the evaluation process. Great marketing programs start with clear business goals. We evaluated entries on whether they reached these goals. Marketers should use data and feedback loops to connect marketing activities with business results. This takes a desire to learn and improve over time. And making sure the appropriate systems are in place takes discipline. The finalists clearly have this discipline.

Great example: The best of the best were good at establishing business goals and then measuring how their marketing programs performed in terms of their objectives. Covad, a broadband communications provider, used search engine marketing to target SMB decision makers. The company discovered that SMBs prefer to buy from companies with a local presence, so they created localized campaigns with region-specific images, copy and pricing. Using meticulous tracking and weekly optimization, Covad was able to meet its goal of lowering its cost of acquisition by 30%.

In sum, good marketing starts with an actionable insight and turns this insight into a compelling value proposition. An effective campaign is always distinctive, and it hits customers at several engagement points. Finally, a good campaign meets business objectives. Meeting certain goals, after all, is the point of marketing. Being one of the judges of the First Annual Warrillow Awards was a great experience. It was exciting to see how other marketers are smartly using both standard and new industry tools to advance our field.