by Wendy Roltgen

Created on: September 18, 2009   Last Updated: September 28, 2009

During tough economic times, marketing and advertising budgets are often the first areas a business cuts. But, this can be one of the biggest mistakes a business can make. Recessions offer business an opportunity to separate their business from others, build stronger relationships with their customers and even gain market share from the competition.

In fact, a McGraw-Hill Study of 600 businesses who maintained or increased their advertising during the recession of 1981-1982 had more sales growth during the recession and the following three years than those businesses that eliminated or decreased marketing.

Businesses need to stay visible more than ever in tough economic times. It's important for a business to stay in the mind of their customers and show that they are a stable part of the community. Through continued advertising, businesses can actually build sales, show stability and increase visibility in the region.

The current trend of Buy Local campaigns are growing across the nation. As consumers seek to buy more local product and keep their money in the community, businesses need to be stay in front of customers. Consumers reading headlines about local jobs being loss often strive to support local businesses more as they do not want to keep jobs in the community.

This is another area where local media can help a small business thrive. Local media provides an effective way for business owners to attract consumers in their region and capitalize on Buy Local and other regional trends to set their business apart from others.

Local Newspapers Gives Small Businesses Multiple Marketing Options

Whether a small business is looking to tap into traditional or digital media, local media companies provide business owners with several effective advertising options. From newspapers to targeted print publications, local newspapers can help small businesses deliver content when and where it is needed.

In order to effectively reach all potential customers, business owners can also utilize local media to capitalize on digital media platforms that utilize search engine marketing (SEM). Through the local media, business owners have access to marketing and advertising expertise to help them develop effective advertisements to attract local customers as well as access to technology which allows them to drive business through the Internet.

Local newspapers also offer targeted marketing campaigns utilizing Yahoo! Behavioral Targeting, so businesses can focus on specific customers to drive leads and sales. Local newspapers provide small businesses with the unique opportunity to look at the specific interests of their customers and their on-line activities. Through this targeted digital media, businesses can reach a specific target market interested in the service or product they provide.

Small Businesses Achieve Results through Local Media

Local media and newspapers understand the goals of small businesses and are set up to help small businesses deliver compelling content and effective advertising campaigns that motivate customers to take action. Local media provides business owners with a complete and affordable arsenal to reach their customers. Specialized publications, targeted digital media and advertisements in the local newspaper can actually help a business increase sales even in tough economic situations.

Sources:

McGraw-Hill Research. Laboratory of Advertising Performance Report 5262 New York:
McGraw-Hill, 1986.

The Value of Advertising During an Economic Downturn, October 2002, American Business Media

Learn more about this author, Wendy Roltgen.
Click here to send this author comments or questions.