When the going gets tough,
small businesses spring into survival mode (Part 3)

Finding success in numbers

Courtesy of U.S. Chamber of Commerce

When Paula King and her business partner Carmen Greiner financed their company, Ocala Traditions, with personal credit cards two years ago, they fully expected their fine gift and bridal registry boutique to grow and serve their small town of 54,000 just 64 miles from Orlando, Florida. They have a prime location in Ocala’s quaint and historic downtown business district-complete with a gazebo in the park and horse-drawn carriages. Ocala Traditions has a large, street-front window with displays of elegant table settings and goods from leading designer names, including Longchamp and Pickard. Most important, King and Greiner offer a service unique to the area-a bridal registry.

Two years later, King says, sales are flat. In response, the business partners have cut back on their stock orders by 25%. “We only had a short time to get established before the recession hit,: King says. She and Greiner are using “any type of guerilla marketing strategy” they can think of to increase business. That includes holding special in-store events such as truck shows to highlight new products.

Ocala Traditions has partnered with other downtown retailers to spur business. It is one of 19 businesses that participate in Girls’ Night Out. Every third Thursday of the month, businesses keep their doors open until 8:30 p.m. and offer special deals, hoping to attract women out for an evening of dining and shopping.

Through the Downtown Business Alliance, King and Greiner have banded together with 25 to 30 other stores to buy advertising in local publications, including the Ocala Style magazine. The Ocala/Marion Chamber of Commerce has helped by promoting a Buy Local initiative featuring billboard and newspaper ads.

A positive outlook, King says, has sustained Ocala Traditions. “You don’t want to buy into the recession mentality because then your customers will. It’s important to make your store attractive and to maintain customer service.”