Strength in numbers
...“We’ve done the homework and we know a lot about our customer base. On average, they have between 25 and 99 employees; 62% of them are in construction. And what they really appreciate is dealing with other local owners like themselves. We saw an opening in the market to be a premium service provider to this profi le, and that’s where we allocate our marketing budget. Today we spend over 80% of our marketing dollars on 16% to 20% of our base, and we do that to create the right kind of experience for them.”

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