Columbus, Ohio (PRESS RELEASE – March 2, 2011) – Manta, the world’s largest online community for promoting and connecting small business, has launched a nationwide, multimillion-dollar branding campaign featuring its unique audience of small business owners. The campaign, “You do what? We do small business,” showcases Manta’s value to the small business eco-system, specifically to business owners who must promote their business online and to brand marketers looking to reach small business owners and decision makers.
“Manta’s mission is to fuel the SMB engine, make connections for our audience and make business happen”
“Manta’s mission is to fuel the SMB engine, make connections for our audience and make business happen,” says Pamela Springer, Manta president and CEO. “No one else inhabits the small business landscape like Manta; we provide innovative marketing, sales and networking resources to help our users achieve growth, profitability and greater overall success.”
The new campaign highlights the wide-ranging, unique–and often funny–attributes of the vast array of small business owners featured on Manta. The ads ask, “You do what?” of small business owners and showcase the unique aspects of their particular company. Kicking off the campaign is a series of ads featuring Dr. Nicole Eaton of the Animal Hospital of Polaris in Columbus, Ohio, and her exotic animal care practice. In one implementation, Dr. Eaton is shown listening to the heart rate of a stunted red-footed tortoise; in another, she is pictured with an albino Burmese python. The ads conclude with Manta’s new tagline, “We do small business” and a list of Manta’s most recent accolades, including recent traffic gains and a jump in Quantcast’s Top Site rankings.
“The best way to exemplify our unique SMB audience is to showcase the exceptional and far-ranging attributes of the small business owners who encompass Manta,” said Greg Garrick, Manta’s newly hired VP of marketing. “By giving a face and a voice to small business owners in our campaign, we celebrate their unique characteristics while illustrating Manta’s unique audience unavailable (at scale) elsewhere in today’s marketplace. Our campaign communicates to small business owners and SMB marketers alike that Manta delivers the unique audience they desire.”
Manta’s campaign and its brand marketer-focused message will be featured in traditional advertiser media such as Advertising Age and BtoB, both in print and online, and MediaPost. The campaign initially will focus on reaching small business owners in targeted placements on select sites such as Facebook, but will expand to include top national radio outlets in the coming months. Complementing the creative executions of each advertisement will be videos with interviews of the small business owners featured in the ads, which will be promoted through manta.com and social networks.
Manta’s growing list of onsite advertising partners has increased dramatically as more and more marketers recognize Manta’s ability to reach key business decision makers. According to Springer, this new branding campaign will further support that awareness among marketers as will Manta’s sponsorship of several national trade advertising and marketing events throughout 2011. “Manta provides advertisers with custom solutions that integrate their messaging. We utilize the most sophisticated technologies available today to give advertisers advanced targeting across a wide range of categories, including geographic, behavioral, contextual, day part and mobile. Our registration data and in-depth business information on our 64 million company profiles allows advertisers to further fine tune their audience and connect with their key prospects by title, vertical market, company size, revenue and more.”
Manta’s multi-tiered branding campaign will continue to evolve throughout 2011 with additional creative executions featuring small business owners. Manta’s campaign can be followed online www.manta.com/unique or on Manta’s Facebook page.
Manta is the world’s largest online community for promoting and connecting small business. With nearly 64 million company profiles, Manta is used by business owners and professionals to promote and differentiate their offerings and “be found” online by customers and prospects. Manta is ranked the second largest business news/research website by comScore and has an audience of 31 million from the U.S. and around the globe. Manta is included in Business Insider’s SAI Digital 100: The World’s Most Valuable Startups. Launched in 2005, Manta is privately held and based in Columbus, Ohio.More in: Small Business Growth