Awareness moment · Usually September

Small Business Advice Week on air

Small Business Advice Week is one of the awareness days brands use to get on radio and TV. Relations Group has run 19 broadcast PR campaigns for it between 2006 and 2025, for Barclays, Lloyds TSB Business Insurance, Nectar Business, Groupon, Kyocera, Santander, Academy of Vocational and Professional Training, Pendo Deals, Key Person of Influence, Sage, Vonage, Standard Life, Xero, Avery, Eventbrite, Royal Mail, XLN Telecom, Corporate Traveller and Love Finance. The coverage ran to 934 broadcast items (794 interviews and 140 on-air competitions), heard by a combined audience of 76.9 million. Coverage included BBC Radio Wales, BBC West Midlands, BBC Radio Solent, BBC Radio Leicester, BBC Radio Berkshire and more. Every campaign met or beat its coverage budget.

934Items of coverage (794 interviews and 140 on-air competitions)
76.9 millionCombined reach
297h 02mTime on air
285Distinct outlets

Coverage highlights

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The campaigns

Barclays, Small Business Advice Week 2006

The aim
Barclays wanted to promote its Mindleaders training campaign and position Barclays as the place to go for small business banking and advice.
The message
Mindleaders is a campaign offering training to small business owners and managers.
The angle
Small business owners were being kept awake at night by the daily headaches of running a business, pitched to regional stations with a local expert in the studio.
On air
A representative of Barclays Local Business
The result
104 items of coverage (48 interviews and 56 on-air competitions) reaching 13.0 million, including BBC Radio Wales, BBC West Midlands, BBC Radio Solent, BBC Radio Leicester.
Budget £5,000Delivered £5,300Above budget 6%On air 9h 23m
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Lloyds TSB Business Insurance, Small Business Advice Week 2006

The aim
Lloyds TSB Business Insurance wanted to position the insurer as the authority and the place to go for business insurance.
The message
It is not worth risking it all with the wrong kind of insurance. A flexible approach means small businesses can get the right cover whether they work from home, a shop, an office or a van.
The angle
Pitched in Small Business Advice Week: research by the insurer showed one in four small businesses are taking serious risks by not having adequate business insurance cover.
On air
An entrepreneur and TV presenter
The result
119 items of coverage (64 interviews and 55 on-air competitions) reaching 13.5 million, including BBC Radio Wales, BBC West Midlands, BBC Radio Solent, BBC Radio Leicester.
Budget £5,500Delivered £7,075Above budget 29%On air 8h 45m
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Nectar Business, Small Business Advice Week 2010

The aim
Nectar Business wanted to position Nectar Business as a leading authority on advice for small businesses and launch its 25 Top Tips guide.
The message
Nectar Business joined forces with a leading entrepreneur and a government advice service to launch a guide of 25 top tips covering marketing, cash flow, business tools, the environment and social media.
The angle
New research released in Small Business Advice Week found one in six entrepreneurs (16%) work for others for 16 to 20 years before starting up, one in 20 business owners have no formal qualifications, and 50% wanted a better work/life balance.
On air
A well-known entrepreneur and a representative of Nectar Business
The result
11 items of coverage reaching 3.9 million, including BBC Scotland, BBC Radio Bristol.
Budget £2,500Delivered £4,100Above budget 64%On air 1h 06m
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Groupon, Small Business Advice Week 2012

The aim
Groupon wanted to position Groupon as a supporter of UK small businesses and an expert in local commerce.
The angle
New research found only 41% of small businesses use social media, although 89% believe in its power to increase growth. A lack of confidence (23%) and the belief that it is time consuming were key reasons for lagging behind.
On air
A managing director at Groupon UK and a small business owner
The result
49 items of coverage reaching 2.4 million, including 97.4 Cool FM, Downtown Radio, U105, BBC Radio Northampton.
Budget £7,000Delivered £7,100Above budget 1%On air 4h 47m
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Kyocera, Small Business Advice Week 2012

The aim
Kyocera wanted to raise its profile with small business owners and show its commitment to environmental sustainability.
The message
Kyocera ECOSYS technology offers substantial savings against conventional printers and a lower total cost of ownership, with machines said to last 30 to 50 times longer than other printers.
The angle
Research showed the average worker still printed six thousand sheets a year, with nearly two thirds wasted, and half said their printing had stayed the same or risen, costing small businesses ahead of Small Business Advice Week.
On air
A paper saving expert from Kyocera
The result
41 items of coverage reaching 1.4 million, including BBC Radio Norfolk, BBC Radio Oxford, Voice FM.
Budget £5,000Delivered £5,325Above budget 6%On air 2h 07m
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Santander, Small Business Advice Week 2012

The aim
Santander wanted to show that Santander supports small businesses, understands their issues and is open for business.
The message
Small businesses are crucial to local recovery and need access to finance, and a good business plan, sound financial information and a strong relationship with your bank all help secure it.
The angle
New research found UK small businesses upbeat despite the worst double dip recession in fifty years, with one in five saying business has never been better and an average 88% growth expected over five years. Stations were asked what firms can do to secure that growth.
On air
Santander's head of business banking
The result
42 items of coverage reaching 3.6 million, including Sky News Radio, BBC Radio Norfolk, BBC Radio Northampton, Voice FM.
Budget £7,500Delivered £7,875Above budget 5%On air 2h 40m
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Academy of Vocational and Professional Training, Small Business Advice Week 2013

The aim
Academy of Vocational and Professional Training wanted to be the voice of authority in vocational education and soft skills.
The message
Soft skills are the new hard skills: accredited, internationally recognised certificates that get people qualified in days, not years.
The angle
During Small Business Advice Week, listeners were offered the chance to win a place at a jumpstart your business bootcamp covering social media, adding value, developing a USP and designing a business process.
The result
79 items of coverage (65 interviews and 14 on-air competitions) reaching 3.2 million, including Northsound 2, Central Radio, Voice FM.
Budget £5,000Delivered £7,575Above budget 52%On air 3h 20m
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Pendo Deals, Small Business Advice Week 2013

The aim
Pendo Deals wanted to build brand awareness for Pendo Deals using Small Business Advice Week and raise awareness of the B2B deal website market.
The message
Pendo Deals is a business to business deals website that helps small businesses save money on things like stationery, furniture, team building and training, and promote their own services through deals.
The angle
In Small Business Advice Week: SMEs make up 99.9% of the UK economy, half struggle within five years and 80% of those fail due to cash flow. One in three people use deal sites, so could SMEs capitalise on daily deals?
On air
The chief executive of Pendo Deals and a small business owner
The result
92 items of coverage (77 interviews and 15 on-air competitions) reaching 4.7 million, including Panjab Radio, Central Radio, Voice FM.
Budget £5,000Delivered £10,225Above budget 104%On air 4h 24m
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Key Person of Influence, Small Business Advice Week 2014

The aim
Key Person of Influence wanted to position its chief executive as the voice of authority on entrepreneurship and raise awareness of Key Person of Influence.
The message
Small businesses face real challenges in the current economy, and practical advice and partnerships can help them grow and compete with corporate giants.
The angle
Research released for Small Business Advice Week found 94% felt they would lack the support to go it alone, and 20% would not start a business for lack of finance. Nearly 9 in 10 said reports of an improving economy were inaccurate.
On air
The chief executive of Key Person of Influence, who was the week's female ambassador
The result
22 items of coverage reaching 1.5 million, including BBC Radio Humberside.
Budget £3,000Delivered £3,325Above budget 11%On air 2h 08m
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Sage, Small Business Advice Week 2014

The aim
Sage wanted to align Sage with Small Business Advice Week and build its association with business mentoring.
The message
Closing the mentoring gap will help small businesses grow faster, and Sage has created a guide on finding the right mentor for your business.
The angle
Research released during Small Business Advice Week found 89% of small businesses think mentoring is helpful or essential, yet only 22% use a mentor. Only 3% would take business advice from the Government, while 60% would ask a friend with relevant experience.
On air
A business mentoring expert and head of customer loyalty at Sage
The result
48 items of coverage reaching 2.1 million, including Central FM.
Budget £3,000Delivered £7,575Above budget 152%On air 2h 09m
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Vonage, Small Business Advice Week 2014

The aim
Vonage wanted to build credibility as an official partner of Small Business Advice Week and promote affordable phone plans for small businesses.
The message
Vonage turns a broadband connection into a high quality business phone line, with a choice of number, low-cost international calling and a 30 day rolling contract so small businesses are not tied down.
The angle
Research of 2,000 UK employees found 28% avoid calling some numbers because of cost and almost 20% use their work phone for personal calls, while 68% were unaware of voice-over IP. Vonage, a partner of Small Business Advice Week, urged small firms to use new technology to save money.
On air
A technology expert from Vonage
The result
53 items of coverage reaching 1.5 million, including Chesters Dee 106.3.
Budget £3,500Delivered £6,525Above budget 86%On air 3h 03m
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Standard Life, Small Business Advice Week 2014

The aim
Standard Life wanted to be seen as the auto enrolment and pensions experts during Small Business Advice Week.
The message
Auto enrolment is being rolled out to all businesses, so employers need to be up to date. Standard Life's tools and videos explain what to do to be compliant.
The angle
New research found 22% of UK adults have no pension, and small firms missing auto enrolment deadlines could face fines of up to £2,500 a day, with costs of up to £34,000 for SMEs.
On air
A pensions expert from Standard Life
The result
48 items of coverage reaching 3.0 million, including Sky News Radio, BBC Radio Cambridgeshire.
Budget £2,500Delivered £7,325Above budget 193%On air 2h 35m
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Xero, Small Business Advice Week 2014

The aim
Xero wanted to drive awareness of Xero among small businesses and challenge the idea that accounting is a laborious task.
The message
Xero's online accounting software lets small business owners run their business more efficiently and see up to date financials at any time, on any device.
The result
44 items of coverage reaching 3.8 million, including Sky News Radio, BBC Radio Scotland, Central FM.
Budget £6,000Delivered £7,075Above budget 18%On air 2h 07m
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Avery, Small Business Advice Week 2015

The aim
Avery wanted to raise awareness of Avery Brand & Print among professionals, business owners and consumers as a Small Business Advice Week sponsor.
The message
First impressions matter: business cards, stationery and personalised accessories shape how people see you and your brand, so promote your image wisely.
The angle
Research of 2,000 adults found over 80% feel happy and content buying from small independent businesses, against 53% for big brands. Only 6% consider CEOs of large corporations trustworthy, and 58% have had poor service from a big brand.
On air
A business owner and psychologist
The result
48 items of coverage reaching 2.3 million, including Jazz FM, Central FM, Chesters Dee 106.3.
Budget £3,000Delivered £3,825Above budget 28%On air 240h 40m
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Eventbrite, Small Business Advice Week 2015

The aim
Eventbrite wanted to promote Eventbrite as a key partner throughout Small Business Advice Week and show owners why networking events matter.
The angle
Research found only 8% of small business owners run events, although 88% believe they should. Separate research of 2,000 UK adults found 96% prefer dealing with businesses face to face rather than online, an edge small firms could use.
On air
An Eventbrite representative who commissioned the research
The result
45 items of coverage reaching 2.7 million, including Sky News Radio.
Budget £4,000Delivered £6,500Above budget 62%On air 1h 57m
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Royal Mail, Small Business Advice Week 2016

The aim
Royal Mail wanted to offer editorial advice to small businesses during Small Business Advice Week and raise awareness of its parcel services for SMEs.
The angle
New research found 60% of UK small businesses do not export, potentially missing out on millions in revenue. For 26% the cost and complexity of customs is the main obstacle, although many non-EU orders fall below the threshold for customs duties.
On air
The head of Royal Mail Parcels
The result
52 items of coverage reaching 3.7 million, including Sky News Radio, Jazz FM, BBC Radio Ulster, BBC Radio Cornwall.
Budget £5,750Delivered £8,800Above budget 53%On air 2h 27m
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XLN Telecom, Small Business Advice Week 2017

The aim
XLN Telecom wanted to become the Small Business Advice Week 2017 telecoms partner and position its chief executive as a telecoms expert for SMEs.
The message
Apprenticeships should be front of mind for small businesses: most see their value, but many do not understand how to hire an apprentice.
The angle
Research released for Small Business Advice Week found 77% of businesses do not fully understand the rules on taking on apprentices, despite 89% seeing their value. A quarter of 25 to 34 year olds would choose an apprenticeship.
On air
The company's chief executive and founder
The result
15 items of coverage reaching 4.1 million, including Sky News Radio, Jazz FM, Central FM.
Budget £3,000Delivered £5,650Above budget 88%On air 1h 49m
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Corporate Traveller, Small Business Advice Week 2018

The aim
Corporate Traveller wanted to raise awareness of Corporate Traveller in target UK regions and reach business owners and decision makers responsible for staff travel.
The message
Corporate Traveller advises small businesses on how to budget for business travel after Brexit while looking after the wellbeing of staff who travel often.
The angle
With Brexit looming, business travel costs were already beginning to rise and firms of all sizes needed to consider the financial implications. Many frequent business travellers admitted feeling burnt out and over-worked.
The result
11 items of coverage reaching 2.5 million, including BBC Radio Scotland, Radio News Hub.
Budget £3,000Delivered £3,925Above budget 31%On air 45m 30s
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Love Finance, Small Business Advice Week 2025

The aim
Love Finance wanted to position itself as an expert in lending to and supporting small businesses, and drive SMEs to its website.
The message
Specialist lenders now provide most SME lending as high street banks hold back. Love Finance offers fast, flexible funding to help small businesses manage cashflow and keep growing when times are tight.
The angle
The UK economy is under pressure on several fronts: home improvement applications are at a ten-year low, down 27%, construction material costs are up over 37% since 2020, and car output had its worst start to a year since 2009. With bank lending subdued, specialist lenders now provide around 60% of SME lending.
On air
The founder and chief executive of Love Finance
The result
11 items of coverage reaching 3.8 million, including Smooth Radio North West, Heart North West, Capital North West, Capital Liverpool.
Budget £4,000Delivered £6,650Above budget 66%On air 42m 41sServices interviews, social media kit
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About Small Business Advice Week

Small Business Advice Week is a UK campaign owned and run by Relations Group, which holds it as a registered trademark. It has run since 2004, bringing together experts and businesses to give free advice that helps the UK's small firms grow and cope with tough times. Stations plan their coverage of it in advance, which makes it a strong hook for a broadcast PR campaign.

Planning Small Business Advice Week for 2027?

Small Business Advice Week usually runs in September; the 2027 dates have not yet been announced. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.

Book a call with the team