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Recession Proof Your Business Part 3
By Terry | June 15, 2009
Con’d from last weeks article Recession Proof Your Business Part 2
4. Market yourself more, not less
In a lean economy, many small business owners make the mistake of cutting, or even eliminating their marketing budget entirely. However, lean times are exactly when your business needs marketing the most. Consumers are restless and looking to make changes in their buying decisions. Make it easy for them to find you and choose your services. Keep your name out there in your community. Use an eye-catching logo on all your advertising. Talk to your local newspaper about writing a human-interest story about your business for greater exposure and prestige.
Don’t blow your marketing budget on one big ad; break it down into many small ones in a coordinated campaign. People need to see your name over and over to build credibility. John D. Rockefeller once said: “Next to doing the right thing, the most important thing is to let everyone know you’re doing the right thing.” Creative marketing is creative problem solving. It separates those who prosper during a downturn and those who end up throwing in their paint rag.
5. Give more to get more
Make under-promising and over-delivering a way of doing business. Be sure your customer understands they take no risk by hiring your company by offering a guarantee so amazing that other painters will shy away from it. Then if the time ever comes, deliver on your guarantee. It will distinguish you and get your business noticed in a positive way. After 30 years in the painting business, one thing I’ve noticed year after year is that companies who put their customers first never run out of work.
In the end, try not to look at the current economic situation you see on the news each night as anything more then what it is: a temporary slow down. Putting customers first and looking for new ways to anticipate their needs will put your company in high demand. I have yet to see a better way to recession-proof your business without emptying your wallet.
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