A Mid-Year Checkup For Small Businesses

by Jane Applegate

Many companies have been in survival mode for the past few months, but as big and small companies begin to spend money again, it's time to get back in the game. As the economy begins to turn around, savvy small business owners are preparing for growth.

The first step is to review your current marketing and communications strategy. This quick checkup is designed to help take the pulse of your business.

1. When was the last time you took a major client or customer out for a meal?
2. When was the last time you attended a community or civic meeting?
3. When was the last time you attended a trade show or a conference?
4. When was the last time you called your major vendors and suppliers?
5. When did you last review your telecommunications needs?

Remember, successful business owners never operate in a vacuum. They are constantly out speaking with customers, clients and vendors. Even when business is slow, they are checking on the competition by shopping and surfing Web sites. Assign someone on your staff to visit competitors' Web sites at least once a week. (If you don't have a high-speed Internet connection, it's time to order one. You can't waste time and money using a dial-up connection at work.)

If customers can't reach you day or night, or access your Web site from anywhere, your marketing dollars and efforts are wasted. Be prepared for new orders by adding a toll-free number. Print the toll-free number on all your new marketing materials.

Consider working with a reputable company like Sprint, an integrated communications provider that offers local (where available), long distance, wireless and Internet services.

If it's been a while since you've promoted your company, I recommend sending out a well-designed, four-color postcard. We recently designed a promotional piece using an eye-catching stock photo to announce the opening of our new production company. If the postcard is attractive, people will pin it on a bulletin board and keep it handy, which is exactly what you want them to do.

Don't sit around complaining. Get busy and market your business before your competitors steal your customers.

Jane Applegate is author of "201 Great Ideas for Your Small Business" and "The Entrepreneur's Desk Reference."

Courtesy of NAPSnet.