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Big Businesses Jump On The Bandwagon Of Small Units

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It may sound strange to your ears but Americans are so big on small business that large companies are introducing pro-small-business marketing campaigns in hopes to squeeze their way into the limelight with the latest small-business champion being Sam’s Club.

Big Businesses Jump On The Bandwagon Of Small Units

This Wal-Mart-owned wholesale club has partnered with a nonprofit small-business counselor SCORE to award $1,000 of free merchandise to each of 102 small businesses across the country, according to a company announcement. Sam’s Club will also be donating $547,000 to fund small-business conferences.

“Mostly for us, it’s about helping small business and making them successful,” says John Boswell, marketing chief of Sam’s Club that is promoting the campaign on its website, on social media channels and with special videos on its YouTube channel.

Sam’s Club is joining a host of big companies, from Google to UPS and about 67% of Americans knew about the Small Business Saturday campaign, says the National Federation of Independent Business.

“If you’re a big company, if the tide is going in that direction,” says Barbara Brooks, co-senior partner of marketing consulting firm The Strategy Group, “you want to be part of that tide.” “It becomes a win-win for everybody,” says Brooks. “This is a way to engender goodwill, and goodwill spreads to good press very quickly.”


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