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Five simple marketing tips for the recession

April 29, 2009
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Detail shops who want to beat the recession need to do two things: cut costs and discover a solid strategy for marketing. To get you started on the path to survival, here are five low cost methods for marketing in a recession:

Develop an e-newsletter. As the name implies, this is an electronic newsletter that is sent out via email. The cost of sending the newsletter is free and does not come with the postage expenses associated with a print newsletter. There are many ready templates out there that even a novice can use. You can use services like or They're each under $20 a month.

Word of mouth advertising never hurts. This strategy requires a bit of legwork, but it is a very low cost and extremely effective recession strategy. For example, taking part in local community events as a way of raising awareness and positive word of mouth are inexpensive methods of marketing in a recession. Really, when it comes to spreading positive word of mouth, you are only limited by your creativity. One of the most informative books out on getting referrals through word of mouth is a book called "Endless Referrals" by Bob Burg.

Take part in common public relations strategies. If something unique and newsworthy happens at your detail business, immediately send a press release to the local print and online media. It could be your response to a local drought or a new machine that saves electricity, but the interest among those in your community could surprise you. Pick up a copy of "Guerilla Publicity" by Jay Conrad Levinson, Rick Frishman & Jill Lublin to get some really great ideas for getting free PR.

Create a blog and offer online coupons. Many blogging platforms are completely free (try or and provide a valuable source for promoting your detailing business. Also, there are a number of sites that offer free webhosting. These sites allow you to create a web presence without any of the high costs of website design or development. Keep your site fresh and relevant by offering exclusive online coupons. This will increase traffic and encourage regular visits.

Increase your advertising. You may wonder if a recession is a good time to boost advertising. Well, if you need your business to earn revenues, you need to attract customers and advertising is a way to do this. While there are certain expenses best cut in a recession, advertising budgets are not one of them! Actually, it is best to boost advertising to ensure you attract the most customers as possible during the lean times.

These are but a few of the many ways to boost business during a recession. If nothing else, they should show that marketing in a recession is not as tough as some assume and businesses can even thrive in such an environment.

Jonathan Taylor is the owner of Strategic Marketing Solutions. You can reach Taylor at

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