Stepping on the Gas

In challenging business climates such as the one we are in right now history often tells us that the companies who find an edge, a certain point of differentiation, will typically emerge victorious over those who keep doing the same thing.  Now this may appear obvious, but at the end of the day I ask any business owner out there “What are you doing differently this year?”

Those who are just trying to stay afloat often miss the bigger picture, which is when times are tough pressing down on the gas can be a good thing because when times get better your competition will be well behind you in the race.  Much of “stepping on the gas,” so to speak, can be attributed to getting the word out on who you are and what your business is all about.

So how can a business owner, striving to gain an edge, put his or her foot on the gas without breaking the bank?

When working with clients I find that, with a little creativity, we can drum up some business more quickly than one would expect.  Ask yourself a few questions to start out with to get the ball rolling:

• Who is my target audience I am trying to reach?  If you don’t have that answer then you have a lot more work to do
• Once I know this audience, how do I reach them…and not just through traditional advertising?
• How can I make an impact on my business and it’s perception with the public with a plan for the long-term?

These are just a few of the questions I ask my clients every day, because you can’t know what road to go down if you don’t have a destination in sight.  A few suggestions I find myself making when reviewing an overall strategy:

Link up with a non-profit

Times are tough these days, and the organizations in our community who need us most are suffering even more because of it.  If you are seeking an avenue of publicity for your company and want to make a difference at the same time, consider sponsoring or playing a role in a non-profit effort, organization, or cause.  The dividends will pay out not only in knowing you have helped others in need, but also in connecting with quality citizens in your community (who could be customers or clients of yours), gaining publicity for your company, and provide potential tax-savings during this time of year.  Non-profit links not only help those in need but also build a strong halo effect for your brand, giving your audience positive feelings about your organization.