The SB buyers understand the concept of service and support, and are much more likely to pay for it when the offering is clearly stated. There is no doubt that we compete much more against all the box pushers than against other service providers. We need to effectively compete against the idea that business should buy computers, the heart of their business, as plug-in appliances, that don't need ongoing service, support, and training. Communications One of the best places to reach the target SB is the local newspaper. Unfortunately, that medium is saturated with pure price only messages, and we'll have to make sure that our message is excellently stated.
Radio is potentially a good opportunity.
Our SB target buyers listen to local news, talk shows, and sports. Seminars are a good marketing opportunity with SBs. Employees are often happy to leave their normal routines for a day to learn something new. The main key to success is making the product positioning clear. Many potential buyers would much prefer our offering to the box only offerings of the chain stores and mail order sources, if only they knew the tradeoffs.