I have a small ad agency and have pitched an account that requires
something I have very little info on. They want to sell their service
to business owners. My client's service is insurance, investments,
reitirement, pension funds, etc. All the services that a company of 5
to a company of thousands of employees need. This means I need to get
to the business owners to tell them about my client. Obviously, I'm
not new to advertising, but I lack any research on business owners
that need these services. Is there any info on the business owners
psyche? What are they looking for in a good pension plan? life
insurance ? investments? for their company and employees? What
are/have been the most effective way of reaching/advertising to them?
I need to know a little more about their demographic and is radio
better or print or direct mail, etc. |