Telecommunications and information technology
The Spring of 2020 was a monumental moment as almost every element of our daily lives adapted to our ‘new normal’ caused by the COVID-19 pandemic. And, though the pressure has eased, it’s impact on Main Street lingers.
Many small business and consumers continue to face significant challenges brought on by the global pandemic, which is now compounded by issues such as supply chain disruption, regional crises and sheer economic uncertainty.
Cox Business recognized its customers on Main Street need more than technology alone to succeed. To help small businesses better serve local shoppers amidst these challenges, Cox Business partnered with Arketi Group to conduct its annual Consumer Pulse on Small Business with an emphasis on what is (or isn’t) motivating consumers to shop small.
Cox Business provides SMBs across America with services ranging from business internet and TV all the way to security systems and cloud services. It understands the unique role small business plays in our communities and the need for accessible, local goods and services.
During the height of the pandemic, change was all around us. Cox wanted to know how those changes were impacting shopping habits and behaviours towards small business. It would then use those insights to engage its audience and help them overcome pandemic-related challenges.
Were consumers returning to in-store shopping, for example? How did pandemic impact their perspective on in-person shopping? Did they have new expectations? If so, how could stores meet those needs? Inquiring minds needed to know.
We first developed a research premise outlining the fundamentals of our program, including its mission, key questions to address, target audience, research approach and theme.
Our next step was to conduct a literature review of similar past research, as well as emerging trends for SMBs post-pandemic. We used this knowledge to develop a 20-question survey addressing unique, interesting topics for SMBs – which we knew would engage and excite our media targets down the road.
Arketi surveyed more than 1,000 consumers. And while the research was conducted nationally, we also targeted specific regional markets in which Cox has a strong presence to generate localized findings.
Once responses were in, Arketi scrutinized the results and selected the 20 most interesting data points to feature in a news release and infographic – with multiple versions for national reporters covering small business and those working in local media.
Some highlights from our research included:
We also developed bite-sized graphics based on our infographic for Cox to use on social media.
Tasked with securing 10 earned media placements for Cox’s research findings, Arketi set out to get this knowledge into the hands of America’s small business owners.
one-of-a-kind research findings
earned media placements
Assistant Vice President, Public Relations
Our ensuing media relations campaign helped Cox shout out its survey results and research, which were featured in 13 target publications – three more than our original goal.
Further, the results were crafted into several bylined articles from Cox executives published in national outlets such as Compliance Today and Small Biz Daily, as well as local and regional publications such as the Phoenix Business Journal, Inside Tucson Business and Biz Tucson.
Ultimately, our research alongside Cox Business reached an audience of more than 3 million and positioned the company as a thought leader on SMB trends post-pandemic. The research also equipped Cox Business’ regional teams with much-needed, hyper-localized data for sales and marketing efforts.
WHERE MARKETING GENERATES REVENUE
When you work with Arketi Group, you collaborate with expert marketers, writers, designers and strategists to create transformative marketing programs that deliver real business value.
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