ners that include radio and TV stations and
newspapers. In fact, Vendasta has worked
with seven out of the top 10 newspapers in
the U.S. such as the Miami Herald and the
Seattle Times. Other notable partnerships
include Hearst, the McClatchy Company
and Gannett. In its home province of Sas-
katchewan, Vendasta has partnered with
numerous companies like DirectWest.
“Our secret really is our partners,” King
said. Through this partnership, Vendasta
gets resources like a team equipped in
sales and distribution. The Vendasta Ad-
vantage is the people, King said. “And the
people come from the culture we’ve built.
It’s a work hard, play hard culture; it’s a
professional culture and everyone wants
to succeed.”
Selling digital solutions to small business-
es is a niche that entrepreneurs are start-
ing to recognize and this has fuelled ex-
pansion mode at Vendasta. “We have to
go so fast forward that we don’t need to
look in the rearview mirror,” King said.
THE CHALLENGES OF A
BOOMING INDUSTRY
Despite the intensive adoption and inte-
gration of digital marketing into the North
American business model, the industry is
not without its problems. Vendasta’s part-
ners and others who sell to small business-
es have to endure high costs to market to
small businesses. They have to pass the
toothbrush test, King said — like brush-
ing your teeth, media companies need to
JUNE 2016
H
business elite canada
7
