Tough economic times? Time to get creative

Building a business is challenging enough when the economy is strong. But in a recession, being proactive is even more important. Sitting on the sidelines waiting for things to change is do not a strategy. This is when you need to get even more creative with your marketing.

Here are eight easy-to-implement tips designed to keep customers coming back:

1. Market consistently. If you want to maintain visibility and not be a “one-shot wonder”, it is important to keep your name in the market. Never give your customers a chance to forget about you.

2. Focus on the needs of your customers. Learn what they are by asking. Never assume.

3. Make customer service a priority. A positive customer experience can make the difference between keeping a customer or losing them to a competitor. Promise to make every customer’s experience a positive one.

4. Design your marketing material to be used in a variety of ways. A # 10 envelope size card can be mailed along with an invoice, posted on counter displays at neighborhood hotspots, distributed as items to leave behind when making sales calls, or distributed at networking events.

5. Keep your marketing message consistent. Don’t keep changing who you are. That not only muddies your brand, it confuses your customers.

6. Find a “WOW” about your business … and use viral marketing to let everyone know about it. If you can’t find one, create. It’s the reason customers talk about your store or your service. -Unique products. Custom designs. Styles that are always one step ahead of current trends. Consistently outstanding customer service.

7. Read Why we buy: the science of shopping by Paco Underhill. It’s a great book that explains what triggers the “I need that” button from people.

8. Don’t be discouraged. Our economy is cyclical. Business always comes back. And when you do, you want to be the first on your customers’ “visit lists.”

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