When times get tight, the average business will pull back their marketing. The thing is that tough times are when a business needs to think more creatively to leverage their marketing dollars, not pull back. Businesses that will succeed in down market and businesses that effectively keep marketing during tough times are sure to be ahead of the game when the times get better.

Does it make sense to put a huge ad in a magazine that only a few read or would it be better to create a smaller ad and run it several times. Same money would be put out but might be more effective. Perhaps a series of postcards or coupon offers where the recipient has to do something to get rewarded. "Bring this coupon in for a free gift or x % off a purchase." Postcards or flyers inserted into papers are also an alternative. Another idea might be to partner with a non-competitive business that has a similar client base (say a realtor and an insurance agent targeting new home owners) to do a targeted mailing or promotion.

Other possible ideas are referral programs where a business gives a small gift (if allowed in their industry) to the person who referred the new client or customer to the business. The gift doesn't have to be expensive, but it needs to be immediate. An auto repair shop gives movie coupons as a referral gift; another auto repair shop gives restaurant gift certificates. It works both ways, the theatre gets business, the restaurants get business and most of all, and the auto repair shops get new clients. When the new customers learn that their shop has a referral program, they can also start to refer new customers.

In tight times, everyone is trying to make do with the same or less. Think about what would keep one's business on the tip of customers' tongues when someone asks, "Who do you know who..." The smart business wants their business to be the answer.