Small Office/Home Office
"The owners of those small businesses and home office businesses are also the people who open the mail, answer the phones, run the errands. They do it all," Collins says. "So, why not send them an offer? At the very least it's a great way to get them to see your product."
Collins runs the FocusUSA Business Development Group from her New Hampshire residence, representing the growing number of telecommuters that also make up the SOHO marketplace.
"Telecommuting is going to happen more and more," she says. "The proof that it works is ostensibly productivity. It's more cost-effective for companies to have people work out of their homes. It's cheaper than paying for the body and real estate."
Collins shares that she regularly receives offers from office supply catalogers, publications, business-related software companies and printers. And she admits that they have her attention.
"With the SOHO market, you can get to the owner or head of the business easily," Collins says. "Just having that information allows you to get the offer into the right hands."
In Collins' situation, even though she is not the owner or head of her company, she is the sole decision maker when it comes to purchasing products and services for her home office.
Business vs. Consumer
The SOHO market is ripe for a variety of offers such as insurance, postal services, printers, publications, business credit cards and lines of credit, merchant account services, high speed Internet services, computers, telecommunications, security, accounting services, and office supply catalogs.
"New small businesses are opening every day, and just like homeowners moving into a new area, these businesses are prime for services," says Ruffler. "However, time sensitivity is important for mailers who want to ensure their mail piece is first to arrive in the new business owner's mailbox or e-mail box."