New business and small business owners score high among radio users. They are ad-averse and turned off by traditional “pitch advertising.” They use radio for information and entertainment and will engage when hearing solutions that help them run their businesses. This campaign pioneered a core competency in reaching small businesses through radio in non-traditional ways. The trade component tied retailers to in-air campaign in exchange for retail performance.

The integrated Small Business Marketing Campaign became a comprehensive and ownable media property for Microsoft. It generated increased consumer activity and awareness, strengthened brand awareness and significantly drove traffic and sales through participating retailers.