The end of the year often presents small business owners with an opportunity to clean house, both physically and financially. These months, usually Nov. and Dec., also offer a much needed opportunity to develop the following year’s marketing plan and strategies.
Why? Historically speaking, many non-retail businesses experience a slow down at the end of the year, sometimes as early as Oct. For these businesses
it signals a seasonal slump, a valuable time if utilized correctly.
Add our current economic crisis to the mix and many entrepreneurs and business owners may be left wondering if it’s a seasonal slump or a sign of the times. Either way, it is up to you to keep your business on course, to navigate through the seen and unforeseen obstacles, and utilize every opportunity at every turn.
Sales may be down, but no business can truly afford down time. Time, in any form, is a welcome commodity. Engage yourself and staff to re-create your business for the coming year, to be better than it was in 2008. The hos- pitality industry focuses heavily on consumer complaints to improve their products and services.
Survival of the fittest may not be money, but quality products and customer service. Utilize the time to improve and expand your marketing strategies, to
reach the right consumer with the right message through the right vehicle. This may be local advertising, developing innovative marketing strategies, or simply taking your business to the Internet.
Look for ways to turn expenses into profits such as tax credits for green technologies. Embrace “going green” in a way that benefits your expenses,
and improves sales with green-minded consumers, a niche market.
Trim or eliminate costly marketing strategies that do not show a return on your investment. Test increasing the marketing strategies that are netting returns. Develop or update marketing collateral to take your business to the next level. Utilize “customer-speak” in your brochures and sales sheets. Consumers whant to know up front “what’s in it for me?”
Finally, weed out non-incoming producing activities, products and services that drain income-producing resources (time, money, equipment, etc.) and discontinue or outsource them as appropriate.
| 
