The Cascade Effect, is a one-stop-guide for small businesses, startups and those who want to learn how PR can grow your business, making you a successful entrepreneur!



Wednesday, October 29, 2008

Economy Gotcha Down? Why You Need To Make A Marketing Push Now


Right now you, along with just about everyone else, is afraid to spend money. The current uncertainty and "dooms day" reports by media about an impending recession have got people scared to do much of anything but cut back on everything. I get it! I do! Even I have cut back my spending on non-essentials, but not on marketing and growing my business.

Over the years, I've fallen victim to budget cuts and slow economies resulting in a "pink" slip (once after returning from a fun and restfull vacation - what a bubble buster). This is because when things slow down businesses look at the first things they "think" they can cut, and that typically becomes marketing.

But I have to tell you that NOW is the time to boost your marketing efforts. How are you going to make business better when you all but terminate communications to customers? I've never quite understood this rationale.

Think about it this way - right now you have a unique opportunity to build customer loyalty by being a business that really cares and wants to make life easier for customers. Trust me, what you do today, during tough economic times will be remembered by customers and create a long-term relationship that will only grow your business. There are ways to do this affordably but still get your point across. What you need now more than ever is pure determination.

Here are some tips for promoting your business and building loyalty during economic down times:

Couponing - show you care by offering discounts at your store/business. Everyone is looking for a bargain right now

Regular, ongoing discounts - this can come in the shape of a customer loyalty or membership program where anyone who signs up receives a regular discount every time they make a purchase. OR you can run a long-term promotion open to any and all customers, supported by store/window signage, advertising, etc.

Incentives and trials - maybe as part of your sales promotion you offer a free gift or service. This will not only bring people in to try your store/product/business, but people love free stuff and they often will want to let others in on their "big find".

Other freebies - complimentary services including consulting. Anything that is a "bonus" offering. This is the time when you will need to go above and beyond for others. Call it "The Secret", "the universe at work" or what you will, but I'm a big believer that when you go above and beyond the call of duty for others that it will come back to you.

GET OUT THERE! Now is not the time to sit behind your desk or counter all day. You are the best marketing tool your business has so get out there and tell people about your business. One client of mine does a particularly great job at this. She went to Kinko's and had business card-sized coupon cards made and she hands them out to everyone she meets. Believe or not, she has gotten a pretty decent return on an idea that cost her about $25. Mostly because she is really determined to build one-on-one relationships with everyone she meets and turn them into customers.

No matter how you decide to connect with customers right now the key is communicating it. That means you will still need to advertise, but maybe you cut back on the number of outlets and pick only one, three or four that directly target your customer. It's also a good time to pursue an affordable element like PR as media are looking for all kinds of information to provide readers on how to save money, especially with the holidays coming up.

The reality is that most of your customers are going to start flinching a little bit when they have to pay full price. What you have to do is show them you get it by giving them more for their money, or be willing to offer discounts to drive sales. Many of you might not be willing to reduce your prices but wouldn't you rather get the sale and make a little bit less than not get the sale at all?

Tuesday, October 21, 2008

Marketing Your Business Takes Patience, Perseverance and Persistance


After a long day of simply running your business it can be difficult to sit down and make time to focus on marketing. Even I sometimes stop at the end of the day and think "do I have to?". And you do if you want to maintain the business you have and continue to reach new customers.

Building a brand and marketing your business is a long-term, ongoing process that doesn't stop after the first ad, sales promotion or media story.

Actively marketing your business requires patience, perseverance and persistance. It is the number one way to ensure your success and make your dreams of running a thriving business come to fruition. However, it is a stumbling ground for most who are full of ideas but never seem to get around to implementing them. That's why you need to put them on paper and prioritize your marketing goals.

Here are some of the marketing priorities that should be on your list:

Brand Identity - logo creation: Does your logo/brand represent your business the way you want people to perceive it? Building a brand identity you're happy with is crucial because it is how customers will "see" you; identify with your company. It must have longevity. You can't afford to brand a logo only to change it and start all over again.

Website - In today's world, your website is the first step customers will take in the buying cycle - research. It is in many ways the first impression they will recieve on your business so you have to make sure it's up to snuff. Chris Nastav, KC Web Specialists, has provided plenty of great tips for your website here. Review them, learn them and use them.

Key messages - what are the 10 key messages you want to be sure to communicate about your business in every marketing element? In your elevator pitch?

Marketing Tactics - outline how you plan to communicate to your audience(s) about your business. Is it through advertising (what kind, where and when), using PR (what's your story), direct mail or email, sales and/or cross promotions, sponsorships, etc?

You wouldn't construct a building without a blue print so why would you build your business without a business and marketing plan? Putting your marketing ideas on paper, making them real, will help you see the game plan or vision for your business. It will also, most importantly, keep you on task with what you need to do and when. Don't stress about marketing your business. Create a plan and a timeline of implementation that you review weekly. It will give you direction and much needed peace of mind.

Jennifer Fortney, Cascade Communications, www.cascadecomms.com