Reaching your target market

In an increasingly competitive market, brokers targeting small to medium-sized businesses should employ a range of marketing techniques to gain competitive advantage. Nicolle Farthing reports

Most brokers have limited marketing budgets, if any at all. So, in order to make the most of their marketing spend, it is important they have a clear strategy.

Jenny Hinds, director of Font Marketing, says: "The small to medium-sized enterprise market is a large and varied sector, so brokers first need to identify the parts of the market to target. Any marketing activity is more successful if it is aimed at a specific group with similar characteristics and requirements."

An effective marketing