Recession is an ugly word to the business community. A recession signals tight credit, conservative consumer spending, less business expansion, and a general economic downturn. For small businesses, this can mean more than a tough business cycle if a way is not found to market the small business during the recession. It can mean the end of the company.
If the business has the money, spend it on aggressive advertising.
If a small business owner is in a strong cash position, spending money on advertising during a recession can cause the owner’s company to shine. Being able to advertise when the competition is cutting marketing costs gives the small business an edge. It can be a time when aggressive marketing can fuel substantial growth. Whether these ads are in the form of radio, billboards, newspaper ads, or television, the return on each marketing dollar can be excellent.
If money is tight, think about signs and lettered vehicles.
People read new signs. Churches and businesses have used signs that allow for new messages to be displayed for decades. People continue to notice these signs because they change from time to time. In terms of advertising costs, signs can be relatively cheap. Having 3 or 4 signs that can be rotated is a great way to get attention.
If the business has vehicles, turn them into traveling signs. Every time the vehicle goes through a new area or somewhere that it has not recently gone, people will pay attention to the company name and phone number. It can be like putting up new billboards all over town if your lettering is bright and easy to read.
Take advantage of everything that is free or cheap online.
Online social networking is hot. Establishing a presence on Myspace, Facebook, and as many blogging sites as possible is a way to gain a much wider exposure for a small business. Most of the time, someone can be located within your circle of family and friends who can assist with setting up sites if the business owner is not web savvy. For just a few dollars per year, a small business can establish its own web site.
Giving away free items can keep attention focused on your business web site.
Using matchbooks, pens, and other advertising items can drive even more business to the web site that should, in turn, bring more customers to your business. Make sure that your “.com” address is clearly visible on these promotional items in addition to your physical address if you have one. Many people like to go online to research new companies before they go there.