Experian Tackles the Challenges of Marketing to Microbusinesses

Experian Tackles the Challenges of Marketing to Microbusinesses

New report highlights groundbreaking technique of applying consumer interest and behavioral information in B2B marketing segmentation

Costa Mesa, Calif., Nov.17, 2008 Experian®, a global information services company, today announced a new report that highlights an innovative way of utilizing consumer information in business-to-business marketing efforts. In today’s business climate, marketers must have more information at their fingertips in order to better target and motivate small- and micro-business owners. Experian’s research paper discusses how marketers can apply knowledge around a business owner’s attitudes, behaviors and interests to create marketing messages that are most relevant to the owners and ensure the success of the overall campaign.

“Tough economic times demand that marketers make their offers as targeted and meaningful as possible,” said Denise Hopkins, vice president of Marketing and Product development for Experian Marketing Services. “It’s no longer enough just to have standard firmographic information to drive their segmentation strategy. Effective B2B marketers need to begin to look at behavioral and attitudinal data on microbusiness owners to effectively motivate them.”

Entitled Micromarketing to Microbusiness Owners -- Experian Hits the Target, the new researchexplores methods for understanding the personal demographics, lifestyles and attitudes of owners of the nation’s more than 18 million microbusinesses. The paper discusses how standard firmographic information, such as Standard Industrial Classification (SIC) code, employee size, sales size and geographic region, is simply too superficial when targeting the microbusiness segment. Furthermore, business firmographics can be deceiving and do not capture information that truly delineates and personalizes microbusiness owners, such as their lifestyles, tastes and habits.

The paper provides examples of the major differences seen within small-business segments when dominant profiles within similar SIC categories are examined. Additionally, by appending behavioral and attitudinal profiles using a B2B behavioral segmentation system, such as Mosaic® USA, marketers are able to view business owners in a more holistic and personal way.

For information on the research paper or Experian’s other advanced B2B marketing products and services, visit http://www.experianmarketingservices.com or call an Experian sales representative at 1 800 850 4389.

About Mosaic® USA
Mosaic® USA is Experian’s premier consumer lifestyle segmentation system that classifies and describes American consumers. It is a household-based segmentation system that categorizes all U.S. households into one of 60 unique Mosaic segments and 12 groups that share similar household composition, behaviors, demographics, and cultural and socioeconomic conditions. The result is a classification system that paints a rich picture in terms of household lifestyles to provide marketers with an accurate and comprehensive view of U.S. consumers.

About Experian
Experian is a global leader in providing information, analytical and marketing services to organizations and consumers to help manage the risk and reward of commercial and financial decisions.

Combining its unique information tools and deep understanding of individuals, markets and economies, Experian partners with organizations around the world to establish and strengthen customer relationships and provide their businesses with competitive advantage.

For consumers, Experian delivers critical information that enables them to make financial and purchasing decisions with greater control and confidence. Clients include organizations from financial services, retail and catalog, telecommunications, utilities, media, insurance, automotive, leisure, e-commerce, manufacturing, property and government sectors.

Experian plc is listed on the London Stock Exchange (EXPN) and is a constituent of the FTSE 100 index. Experian has corporate headquarters in Dublin, Ireland, and has operational headquarters in Costa Mesa, Calif., and Nottingham, UK. The Group employs approximately 15,500 people in 38 countries worldwide, supporting clients in more than 65 countries around the world. Continuing sales for the year ended March 31, 2008, were in excess of $4 billion.

For more information, visit www.experianplc.com.

Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc.

Other product and company names mentioned herein may be the trademarks of their respective owners.

Matthew Besler
Experian Public Relations
1 224 698 4415 Telephone
matthew.besler@experian.com Email

# # #