Working Wednesday: New Signs

Somewhere along the line, I am sure I have discussed the fact that marketing is usually the budget piece that gets deleted when a business is having problems when in fact it should be the part that is one of the last considered. It is hard when bills have to be paid and/or creditors are knocking on the door.

Hopefully the economy is calm enough right now that owners can make a few improvements before the next downturn makes everyone crazy again. I am hopeful that people will turn towards small business because of the trust that has been established during this recession and they know they can count on small businesses. This is where they get expert advice and have decided to make their purchases with them.

So if you owners have seen a profit again, then take a little bit of money and market yourself. Let people know you are back in the game. This can be done by seriously looking at your signage on your building. How old is it? Does it need just repainted or do you need a new sign altogether?  What about the walkway, sidewalk, etc. Does the parking area need repair? A new coat of sealant? Granted you may lease your building. But fix up what you are responsible for. A new coat of paint inside or out will be noticed by your customers. If you renovate enough, you can have a "Grand Re-Opening" with free gifts, food, or visit from a local celebrity. Again, it just depends on how much you have to spend, but do something now. Reward your loyal customers and gain some local attention.

And please, if you are running ads in the paper or have commercials on the radio, stop using the same ad you have been using for the last 10 years. I have a company in my town who has been using the same jingle for at least 50 years (I can tell by the song and the way people sing it). You got your money out of it. Now is time to change the tune and the words. The people you were trying to attract to come to your business are no longer with us. People will again notice you are up with the times if you hire someone to create something new.

Marketing is tricky. Some research is needed. But everyone will appreciate the effort you have put in to make your business shine. That will bring the right kind of notice you are looking for.