In these unceartain times most businesses are making a terrible mistake in their efforts to ride out the tough times. They are cutting back on marketing until the economy improves.
In our economy, cutting back on marketing is equivalent with business suicide. You should increase your marketing without increasing the amount of money you spend. This will not only protect you from sales declines, but will also strengthen your business against the threat of deep-pocketed competitors, who may see tough times as a great opportunity to outmaneuver you and grab some of your customers.

How do you get more marketing bang for fewer marketing bucks? By using proven lower-cost, higher-yield methods. Here are five sure cures for marketing woes in tough times:
Get back in touch with old customers. It's all too easy to ignore your old customers, but they are often your best source for new business. Sometimes sending a personal note, making a phone call or inviting an old customer to lunch is all it takes to rekindle a business relationship. If you want to do this through direct mail or email, you can give old customers a special "Welcome Back" offer - a discount, or a bonus, when they resume doing business with you.

Focus your advertising
You should offer potential customers a free sample. This is an obvious but often overlooked strategy that certainly can work for your business. Everyone from grocery stores to high priced consultants can use this strategy effectively.

It´s important to focus your advertising. Many businesses think "keeping your name in front of the public" is a valid advertising strategy. It's questionable at best, but it's way too risky and low-yield in tough times. Instead, make sure your advertising is only in publications that reach your best prospects.

Let your customers help you out. Business is always a two-way street. Some of your customers who you've helped in the past will be glad to return the favor. Often, all you have to do is ask. Two things you can ask for: testimonials and case studies you can use in your sales presentations and advertising.

Be fair about refunds and exchanges
They can also help you by giving you referrals. And if you have an influential customer who is appreciative of what you have done, ask that customer to write and send an endorsed letter to others recommending your business. Offer to pay for the printing and postage, and help with the writing if necessary. The recent course of events have increased feelings of distrust, therefore it´s important to give attention to high-integrity behavior.

You need to conduct business in an especially trustworthy manner and go out of your way to be fair about refunds and exchanges. Act in your customers' best interest, even if it means referring them to a competitor if you don't think you're the best choice for what they want. This can hurt a little in the short-term, but payback is remarkably quick and well worth the sacrifice you may have had to make. If you strengthen a reputation for being trustworthy, that can be the best marketing asset of all.