PrintingNews.com

FedEx Kinko’s, an operating company of FedEx Corp, today released the results of its national “Signs of the Times” small business survey, which found 89 percent of those small business owners polled were moderately to very concerned about the current economy’s impact on their business. Despite concerns, decreasing their marketing and advertising budgets is not a likely course of action. In fact, 92 percent of survey respondents say they will either keep their spending the same or increase it this year.

The online survey, conducted in March 2008 with nearly 500 small business owners and decision makers, identified significant trends specific to this important sector of the U.S. economy for the year. In addition to their concerns about the economy, 66 percent of those polled foresee flat or falling profits in 2008, but these companies are looking for ways to combat the tough economy in a cost-effective fashion. Moreover, 41 percent of responding businesses are considering an increase in spending on marketing and advertising initiatives this year.

“Strategic marketing tools provide the most efficient and cost-effective ways for small businesses to connect with prospects and stay connected to customers, especially during a challenging business environment,” says Jim Blasingame, small business expert and host of the nationally syndicated radio show “The Small Business Advocate.” “Now more than ever, it’s critical that businesses maintain market visibility. Marketing budgets need to be deployed on projects and promotions that will both drive new traffic and remind existing customers why they should come back.”

Blasingame, who began counseling small businesses more than two decades ago, says that companies can be more efficient with their marketing budget by using a combination of traditional and referral marketing tools proven to increase customer traffic. Some of his top tips for cost-effective marketing include the following:

Don’t overlook the basics. Remember that something as simple and relatively inexpensive as eye-catching signs grab attention and draw in new business.