Build Your Brand During Slow Economic Times - Be The Stand Out

The real estate crisis, children caring for aging baby boomer parents, the depletion of social security, increase in oil/gas prices, the war.....Trends and economic situations truly impact your business and, contrary to traditional belief, this is the one time when you need to really emphasize your marketing, not cut it out.

No doubt, there will always be situations that make consumers want to stash their cash away in the bedroom mattress than at your business. With all of these economic factors, individuals and families want to save money and get great deals, and to keep your business you are going to have to be creative on driving traffic to your business.

So, people are being more selective about where they spend their money. You can stand out by increasing your visibility during this time and talking directly to the consumer (your message is as important as the highly targeted marketing avenues you use).

Secondly, you want them to know that you understand the financial stress that they (we) are all under by offering limited time sales promotions and events which you can advertise, generate public relations exposure for and promote on premise or directly to your current client base. Consumers have a long memory and they will not only appreciate, but remember, the way you went out of your way to help them continue to enjoy their current lifestyle. And they'll return. Maybe to spend more.

This might also become an opportunity for you to create cross- promotion opportunities with other businesses, and generate exposure with an entirely new audience. By offering special discounts to a neighbor or relative business you are increasing loyalty to both businesses.

Finally, just because budgets are tight and people aren't spending quite as much doesn't mean that you should ever stop thinking BIG when it comes to your business. There are opportunities all around to promote your business. Look for them, generate them and capitalize on them. If you need assistance, look for a professional who specializes in small business, offering affordable alternatives and puts the focus on your success.

Remember, marketing is a long term process. Building recognition and credibility of your brand in consumer's minds can take time and patience. But if you are persistent and targeted with your strategies the future return will be more than worth the time and effort.

Ho, ho, ho Everyone Wants Big Sales in Fourth Quarter

For public relations professionals, we understand that most publications put their holiday edition to bed at least three months a go. However, the web has made it easier for you to drum up last minute interest, capitalize on fourth quarter sales promotions surrounding the holidays and turn sales into cash that will lead to the continued growth of your business.

Thanks to the Internet news is revolving throughout the day. Web-only publications are always looking for news, opening the door of opportunity for businesses, especially those with a lifestyle-oriented product or service. Some sites like TheCelebrityCafe.com produce more than 40 stories a day! And constantly looking for new stories and products for its variety of gift guides and daily news.

Another great thing about these types of websites is that some use an RSS to help further distribute their news stories into the WWW and sometimes to the desks of journalists around the globe. I always recommend that my clients build an RSS feed from their online press rooms. It does a few things, but the most important of these is make your press releases and news searchable. RSS is easy to set up and, in most cases, is FREE!

The first thing you need to do is define your audience, research websites that the target may read and, finally, pitch them your story or tell the writer why your product/company should be included in an upcoming gift guide.

Gift guides are wonderful, inclusion opportunities for businesses to gain additional exposure. I recommend checking with your local newspaper, entertainment/shopping sites and TV stations to see if they have produced their gift guide/shopping segment for the holidays and if not whether they are interested in including your business. Position the new trend or connect it to recent news and you'll be sure to perk up some ears.

Finally, be aggressive. Editors and producers are in undated with everyone and their mother trying to generate PR, and hence sales, for their products/companies. You can't sit back idle but must, instead, make yourself stand out from the crowd.