KEEPING BUSINESS STRONG THROUGH TOUGH ECONOMIC TIMES
by Sherri Janson Stenman
Cutting corners is essential to the survival of many businesses right now, but completely dumping your marketing budget to reduce costs could be a fatal mistake. By advertising your “updated” services with discounts or promotional programs, it attracts the attention of bargain hunters and increases not only your business traffic, but it elevates your value in the eyes of your consumers.
“This is the time to modify operational rules a bit to keep people using your services,” said Jill Smirl, Owner of Mom’s Best Friend Agency, a local nanny and domestic service placement company based in Vail. “Instead of turning customers away because they are reluctant to commit to a minimum amount of hours for using my babysitters, I’ve found that by being flexible with that requirement right now keeps my sitters working and makes the customers happy…it benefits us all.”
Changing business hours, offering coupons, hosting special events – these are all ways you can turn the heads of potential new customers and keep the faithful ones coming back. An email marketing campaign is a great way to stay in touch with the public and let them know about your new incentives. Likewise, a “free” event at your business or for a local charity can be done on a small budget, but grabs people’s attention and gives you an opportunity to tell them about your discount specials.
“We keep our website fresh with our new specials,” said Christine Freed, Owner of www.purenaturaltouch.com, an organic skincare product provider based in Montrose, Colorado. “We feature our new promotions and sale items on our site, then we do an email ad to let people know. Customers shop on our site and use the emailed code for discounts.”
Small, local businesses can stay competitive during these penny-pinching times by connecting with their communities and offering “locals” discounts, as well. Don’t give up seeking a spotlight for your service or product just to eliminate some costs…this may be the best time to gain new customers looking for a deal!
Sherri Janson Stenman runs the Eagle-based office of Abrams Advertising., (970) 497-3216, www.abramsadvertising.com
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