Enquirer Consulting Group

Reachable Buyer Map

Prepared for Christian Calabria · Tower 21 · August 2026
You describe Tower 21 as referral-only. That is a channel with a ceiling built into it: it reaches the part of your market that already overlaps your network, and it is silent about the rest. This map is the rest. The consumer brand segments you name as yours, who signs inside each one, and roughly how many companies sit there.
Food and beverage brands
Your largest named segment and the one where performance creative moves fastest, because repeat purchase makes the payback window short enough to defend internally.
Who signs: VP or head of growth, CMO, director of ecommerce, brand director. At the smaller end, the founder.
6,500 to 7,000
US employers registered in food and beverage production, of which roughly 3,900 carry 20 or more people on the plan
Apparel, footwear and accessories
The category most exposed to creator-led buying and the one where an in-house team is most likely to already exist, which makes the consulting line an easier first sale than a full campaign build.
Who signs: VP of marketing, head of DTC, director of performance marketing, creative director.
6,000 to 6,500
US employers across apparel and footwear production, wholesale and branded retail; roughly 2,150 at 20 or more
Kitchen, home and housewares
Considered purchases with long research cycles, so the post-click work matters more here than the top of the funnel. That is an argument for the transformation line rather than the influencer line.
Who signs: VP of marketing, ecommerce director, category or product marketing lead.
5,500 to 6,000
US employers across furniture, houseware and home goods production and retail; roughly 2,200 at 20 or more
Beauty, hair care and personal care
The segment where the register understates the market. Brands that own the label but outsource production do not file as manufacturers, so they surface under wholesale and ecommerce codes instead. The true brand owner layer is materially larger than the manufacturing count below.
Who signs: founder or CEO at emerging brands, VP of growth or brand at established ones, head of influencer or creator marketing.
Roughly 400 registered as producers
the countable manufacturing layer only; the brand owner layer above it is not separately enumerated anywhere public
Outdoor and sporting goods
Small by count and unusually loyal by behavior. Community and creator credibility carries more weight here than production value, which suits how you already describe the influencer work.
Who signs: marketing director, brand manager, ecommerce lead, and at owner-run brands the founder.
2,500 to 2,800
US employers across outdoor and sporting goods production, wholesale and specialty retail; roughly 820 at 20 or more
Ecommerce-first sellers
Defined by how they sell rather than what they sell, so this group cuts across every segment above. They have no retail buffer, which means marketing performance is the whole business and the buying decision moves quickly.
Who signs: founder, head of growth, director of ecommerce, retention lead.
1,400 to 1,600
US employers registered as electronic shopping and mail order sellers; roughly 500 at 20 or more

Where the openings are

1
Referral selects for overlap, not for fit. The segments above come to roughly 24,000 registered US employers, and about 5,500 of them carry 50 or more people on the payroll plan, which is the band that can fund a performance program without a board conversation. Referral reaches whichever slice of that already touches your network. The rest is not unqualified, it is simply unaware.
2
The buyer here is a role, not a company. Head of growth, director of ecommerce, VP of marketing. Those seats turn over often in consumer brands, and a new one almost always reopens the agency roster. A channel built on named roles catches that moment. A referral channel hears about it once the decision is made.
3
Beauty and personal care is the segment lists under-work. Because brand owners who outsource production are not registered as producers, anyone buying an off-the-shelf list of beauty manufacturers reaches the factories and misses the brands. Working that segment properly takes identification rather than purchase, which is why it stays open.
4
Your three service lines do not share one buyer. Influencer work sits with the brand and creator side, transformation work sits with marketing ops, and consulting sits with whoever owns the number. One channel tends to keep returning to the same door. Three named audiences is a different reach problem, and a solvable one.
Built from public federal registry data covering US employers that file a benefit plan, current to the 2024 filing year. Counts are banded deliberately. Owner-only and very small companies are not published in this data, so these figures describe established companies with payroll rather than the whole market. Segment codes are self-reported by the companies themselves.
ENQUIRER CONSULTING GROUP
enquirerconsulting.com