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February 22, 2008 By Buffie Baril 22 Comments

4 Business Survival Tips During Slow Economic Times

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Buffie Baril profileFor many businesses, as soon as the economic outlook turns downward so does their spending on marketing and advertising. But fear is not a smart way to run your business.

“Times of economic recession is not the time to cut back on marketing,” comments Robby Meadows, Director of Marketing for Nashville Wraps. “In fact, in these times, it requires more.”

There are great ways to invest in your business so you can reap big rewards in the long run and stay ahead of your competition.

1. Join the World Wide Web

In the past decade, consumers have changed the way they shop. Search is the #1 method of finding websites. In 2007, the US internet audience increased by 5% to (183.6 Million). Search increased by 15% to 9.6 billion, and Google increased by 30% to 5.6 billion.

Because of the internet, savvy shoppers like to research products or services before they buy. Ultimately, they may purchase online or buy the product at the store. Either way, your business needs a website. Even with a simple website, customers can learn about you, your products and your services. They need to see your products, prices, e-mail address and directions to your store. Your website should have great pictures showcasing your products, interesting text, and easy-to-use navigation.

A great website will expand your business beyond your block and into the world. It doesn’t have to cost a fortune, and there are many do-it-yourself designs available online with affordable hosting.

2. Have a Shop That Pops

“This year more than ever retailers need to be at the top of their game,” says Pam Danziger, President of Unity Marketing. “With shoppers super-cautious about their spending, retailers need to give them a reason to come shopping – but shopping alone can’t be the reason.  They need to draw them into the store by offering an experience that makes shopping there fun, engaging and entertaining.”

In Danziger’s latest book Shopping: Why We Love It and How Retailers Can Create the Ultimate Customer Experience, retailers can learn the seven factors that extraordinary stores share. It explains how retailers can survive in a slow market by making the shopping experience special for their customers.

Custom packaging is an advertising investment.

3. Choose Custom Printed Packaging

Don’t think of custom printing only as an expense. It’s an advertising investment. Nashville Wraps custom prints shopping bags, boxes, ribbon, and labels. Personalizing your packaging is a great way to brand your business and reflect your image. Whether shoppers are carrying around your custom printed bag or giving a gift with your label on it, you are opening the door for new business.

4. Find Unique Ways to Advertise

Newspaper and yellow page ads may work for your business but look beyond traditional ways of advertising. Maintain a customer list including their e-mail addresses. Ask your customers if they would like to receive promotions or specials from you. Constant Contact is one of the best products on the market for you to easily create a monthly e-mail newsletter and track the results. Customers can unsubscribe if they so desire, but the best part is you target your market at a very low cost. And better yet, these customers may forward your e-mail to their friends and potential new customers at no cost to you.

Sure, most of us in business is competitive, and we want to be the best and stay on top of our competition. However, it doesn’t matter if sales are up or down, because the only true question in all of business remains – “Are you excellent?” Excellence transcends the economy and competition. When you are excellent, your customers will seek you out, and they will tell their friends.

Buffie Baril

Buffie Baril helps with digital marketing, online advertising, social media & content creation along with search engine optimization for Nashville Wraps. She loves learning, interior design, Apples to Apples and most of all her fabulous husband and three brilliant and very funny children.

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Filed Under: gift & gourmet business, Robby's Notes Tagged With: custom printed packaging, gift bags, gift boxes, gift packaging, Nashville Wraps, personalized ribbon, small business marketing

Reader Interactions

Comments

  1. Ganesh says

    November 1, 2008 at 9:15 pm

    Nice Ideas. Useful tips. Thanks a lot

    -Webmaster
    http://www.EZCelebrate.com A Complete City Guide

    Reply
  2. Karen Fraley says

    April 6, 2008 at 5:37 am

    great ideas……thank you ..

    Reply
  3. Birgit says

    April 5, 2008 at 9:08 am

    This is by far, your best newsletter yet! I do my business 90% online and my customer data base is my most important asset. I like to send out newsletters monthly and to give the best customer service that I myself, can possibly give. Each customer receives a goody bag with free promotional items with every order. Perfection is impossible, but to strive for excellence is the best anyone can do.
    Thanks for remembering us “little guys”!

    Reply
  4. Vickie White says

    April 5, 2008 at 7:18 am

    Right on! At Two Friends our motto is “Scatter Joy!” We love it when customers tell us they come in because it makes them feel “good to walk around our store.” Our next step in marketing is to “Blog!”

    Reply
  5. H.L. Smith says

    April 4, 2008 at 6:58 pm

    Great advise and thanks for providing the sites as examples.

    Reply
  6. R. Pirkle says

    April 4, 2008 at 1:31 pm

    I agree!
    I have many customers coming back just because of our choice of bags!!! They love them!
    I have started using the plain T-sacks to conserve a little when packing up Webkinz etc. but for the most part we go all out with tissue and bows to treat our customers!!!

    Reply
  7. Kathy-Periwinkle Station says

    April 4, 2008 at 1:03 pm

    I just received the email with great information
    for the small business owner. It is nice to know that there are large companies who do truly care about small businesses. It’s encouraging. I am going to use some of the ideas and insights this year to promote my little gift shop better. Thank you.

    Reply
  8. Art on a Whim says

    April 4, 2008 at 12:50 pm

    I want to thank you for sharing the newsletter. I just opened my dream of a humorous art gallery in Breckenridge, CO. The suggestions are very helpful and I plan on implementing many of them. Thanks again

    Reply
  9. Kay Hyde says

    April 4, 2008 at 6:55 am

    Customer Service!! I don’t know how many times I have gone into a major specialty retailers and have not been acknowledged. Sales associates are chatting among themselves and after several minutes walking around the store, I have walked out–a missed sale. In tough economic times, excellent customer service is paramount in making you stand out. If a customer has a bad experience, they will tell everyone

    Reply
  10. Kae Bailey says

    April 3, 2008 at 8:16 pm

    Thanks for the encouragment with your news letter. I own a gift shop with very nice items. But, times are slowing down with the price of living going up at this time. I do plan on putting a few of your thoughts to action.

    Reply
  11. Lisa Y. says

    April 3, 2008 at 4:23 pm

    I recently read a book titled,”How To Hug Your Customer.” Even small businesses can out perform chain stores. Treating clients like family, keeping track of their likes/dislikes in their purchases, remembering their birthday so you can send them a card with a promotional offer, etc… The techniques are simple enough and worth considering. If we treat clients like family (in a good way), then they wil always return!

    Reply
  12. Debra Kendall says

    April 3, 2008 at 10:17 am

    My husband and I own a small business tree farm and nursery, and Mother’s Day will be the first season for introducing Gift Baskets I have made. I am excited and nervous at the same time. I will also be adding a gift certificate to my gift baskets that will include the tree farm as well, similar to what Judy B. has implemented. I believe it is a wonderful marketing idea. Thank you for the news letter which helps small business owners.

    Reply
  13. Judy Boudreaux says

    April 3, 2008 at 8:39 am

    This is the first newsletter I have received from you and I think it is great. I totally agree with the contact. I have been building a data base, but just started asking for email addresses. I give the customer a $5.00 gift certificate to use for their next visit if they will complete the form giving me their email address. I then have the email address for contact and they will come back with the gift certificate and usually spend more. I look forward to your next newsletter.

    Reply
  14. Lusine Ayrapetian says

    March 2, 2008 at 11:48 am

    We are a small gourmet tea company. After spending 2 years in research and building contacts we are just starting to market our teas and tisanes to gift shops, health stores and produce markets. Thanks to Nashville Wraps staff for their leadership. It had been our pleasure learning from you and sharing the goal of reaching excellence, not to mention that your products are very beautiful. We maintain a highly approachable, open and fast communication as an absolute standard, and we use “outrageous marketing” to convince potential customers that our products are different from what they are used to and that they are top quality. We have an electric teapot and we have them touch, compare and drink our teas the first time we meet them. Very few people find strength to resist trying. Stay creative! You have more strength to sustain your business than you might think, because true passion for what you do is one powerful force to get us where we want to be.

    Reply
  15. Cathy Heitzenrater says

    February 28, 2008 at 4:45 pm

    Thank you for taking care of the small businesses too.

    I have just opened an independent living home for senior ladies, Camellia Cottage. You have given me some great food for thought and some new ideas for our afternoon teas.

    Reply
  16. Leslie Dixon says

    February 28, 2008 at 10:36 am

    Thank you for your encouragement! I actually have a wine tasting event coming up this Spring, just before Mother’s Day. I believe in entertaining my guests as well. I am fortunate to have a professional, fun and friendly staff. Let’s all hang in there!

    Reply
  17. Misty Weber says

    February 27, 2008 at 5:33 pm

    Great suggestions! We own a small tanning salon. All of my new clients get a “goodie” bag with a lotion packet, stickers, customer referral cards, etc. It feels great when I see my customers coming back with their little bag carrying all of the necessary tanning supplies. When the referrals come in they always smile and say “This is the famous goodie bag!”

    Reply
  18. Helena Jones says

    February 27, 2008 at 2:18 pm

    Thanks for sharing your ideas! I’ve written down at least TWO which I’m going to look into implementing!

    Reply
  19. Paige King says

    February 27, 2008 at 11:35 am

    More like that! Great information.
    I know your focus is packaging, but I also know you have a much larger staff (with specialized training, education and backgrounds) with more resources than my small business. Thanks for sharing. It’s like expanding my staff without having to make payroll!

    Reply
  20. Lisa Linsalata says

    February 27, 2008 at 6:06 am

    Hi, I believe in your suggestions.As a business owner in a town of 22 Hair salons,it is important to be the first to open and the last to close.Use advertising that POPS. Hand out cards with $$ incentives for clients to bring new clients. I now have a retro shop within my hair salon.I have a captive audience,and a draw for getting them in the door. And of course I use GREAT bags and COOL tissue paper to package products. Rock on!

    Reply
  21. Tessa Eaton says

    February 26, 2008 at 1:26 pm

    I agree making shoping an enjoyable experience for your customers is very important, especially in my line of business.

    Reply
  22. Elisa Miller says

    February 25, 2008 at 8:05 pm

    Excellent and informative blog entry. I couldn’t agree more.

    Reply

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