During a recession, both businesses and consumers are more likely to analyze where they spend their money, so you have to work hard to earn your business. Here are two main ways to get new customers to walk through your doors and come back for more.
1) Use non-traditional marketing
Direct marketing is nothing new, but companies are increasingly turning to non-traditional media because they are less expensive than traditional advertising media (such as television and radio) and can be adapted to reach a small or large demographic. Direct marketing campaigns such as brochures, street advertising, promotional letters, coupons, customer appreciation events, and direct selling have become very popular with businesses during the recession.
The smarter your campaign, the more likely it is to be successful. For example, PETA’s 2009 Super Bowl ad was banned for being too sexually explicit. It is alleged that PETA intentionally made the ad too explicit with the intention of creating word-of-mouth advertising that is even more valuable than airtime during the Super Bowl. The so-called “plan” worked: PETA’s commercial was faked on television shows like The View, and copies of the video floated virally across the Internet for months. PETA also avoided the $ 3 million it cost in 2009 for 30 seconds of Super Bowl airtime. By understanding how the world of marketing works, PETA got great national publicity for almost free.
2) Use technology
Social media sites and texting are great ways to stay in touch with your employees, but technology can also deliver large pools of potential customers. Advertise online and make sure your business has professional accounts on sites like Facebook, Twitter, MySpace, and LinkedIn.
Check your business reviews on the Better Business Bureau, Company Name Sucks, and Angie’s List. Be proactive with your review information and use it at your next staff meeting to improve your product.
Make sure your business website is accessible and interactive to keep customers coming back, and consider offering an online newsletter or blog with coupons or other incentives.