Try this: Look at the economic downturn as an opportunity.

No, I’m not crazy…

… I’m feeling the economic squeeze at Collage Greetings just like everyone else. Let’s just put all our cards on the table shall we? Consumer spending drives 70% of the US economy. Consumer confidence is currently at a 28 year low. Those are the facts and this type of lousy economy is what ’separates the men from the boys’. So let’s pull together and deal with it. No more whining. I asked my small business peers to offer some real tips for survival, I’ll present those tips in the coming weeks.

Tip number one: Stay on their radar. Pay close attention to your existing customers.

Successful businesses, especially small businesses, will take advantage of an economic downturn to look at their current customers and re-evaluate how those relationships can be expanded. It’s always easier and more profitable to sell something to an existing customer than to find a new one.

Reach out to your customers, cost-effectively.

Our company has begun to use the email marketing company, Constant Contact. Our advice is to offer your customers exclusive email promotions and promise not to abuse their email addresses in order to collect their on-line contact information. Constant Contact offers (we feel) a cheap, easy to use, email marketing/newsletter service which is a great way to reach your current customer base to let them know all about your new products and specials. For a small additional fee you can use Constant Contact’s on-line survey option. This site has been referred to us many times by sales reps, stores and business peers who swear it’s a great service. www.constantcontact.com

Don’t forget snail mail.

At Collage Greetings we use direct mail and on-line marketing in addition to print advertising to reach our customers. Our best measurable response rates come from direct mail (often advertising our website) and on-line marketing. I use a well designed first class mailing piece when I want to make a special impact and a brief email blast for monthly promotions. I firmly believe the two methods should be used together in any marketing plan, no matter how small your customer list may be. Keep in mind that bulk mailing is also a good option when you use a reputable, local mailing service.

We love to brainstorm fun, first class mailings for our reps and favorite customers. We often use clear envelopes, specialty papers and unique first class stamps.

Whatever you do, don’t disappear.

Use the internet and US mail (bulk or first class) campaigns to become more in tune with your customers evolving needs, lifestyles and values. Let me note here that we are currently in a full-on recession, let’s be honest. Thankfully, the economy is cyclical, when it turns around you’ll be ahead of your competitors who cut back on marketing during this recession.