Current Customer Attention – The best prospect is a current customer. This is true whether we are marketing in a recession or in a recovery or in a boom. Pay them proper amount of attention. Prioritize them and see how far into their account you can gain share. Share of customer is always a priority and will help focus marketing efforts in a recovery.

Increase Networking – Referral programs and word of mouth marketing are still low cost associated with a high success rates. There are ways to enhance this but you have to put yourself in front of potential buyer in some fashion or another or have someone else do it for you.

Repackage your products and services as bundles or higher ticket items. This certainly attains that goal of selling more per order. Customers that have stuck with you through thick and thin will probably spend more also in times of recovery.

Spend some money – invest in that direct mail program that you've been putting off. Send that new brochure to customers and prospects. Sometimes positive talk about "preparing for recovery" is very contagious. You'd be surprised what kind of mindset you can create in your own market. These are a few things to get you back on track if you cut that marketing expense (and want to beat bandwagon hoppers) and want to ride recovery wave. I can't wait to write next article in this series about "Marketing In Boom Times!"

Alfred J. Lautenslager is an award winning marketing/PR consultant, direct mail promotion specialist and entrepreneur. His businesses have helped hundreds succeed in their own businesses. Armed with an MBA, Al has successfully progressed through all facets of business. He has an impressive record that includes effective financial and sales planning, market development, a consistent growth in sales and profits above industry standards, resource management, product development, marketing management and overall general management. He is a professional speaker on marketing and related topics, principal of Market For Profits, a marketing consulting firm in Chicago, and also president and owner of The Ink Well, a commercial printing and mailing company in Wheaton, IL. He is a featured marketing and PR expert on numerous website publications including online version of Entrepreneur Magazine and is on Small Business Panel for USA Today. His leadership has extended to his involvement into community, is on board of directors of five non-profit organizations including DuPage County Workforce Investment Board and The Community Career Center in Naperville , IL. . Al is also a business partner with two area school districts. . Al can be reached through websites at www.market-for-profits.com and www.1-800-inkwell.com or at al@market-for-profits.com. Al invites everyone to Sign up for his FREE REPORT: 50 PEOPLE TO INSTANTLY ADD TO YOUR NETWORK, and receive a free value- packed online newsletter entitled MARKET FOR PROFITS Just click here: http://www.market-for-profits.com/free_report.htm or Click here for Market For Profits Home Page: http://www.market-for-profits.com

Baby Boomers born in 1946 were "flower" children of 60's. And whether they protested Vietnam War or not, they were deeply marked by those years. They are likely to be skeptical and idealistic at same time; to be less moved by patriotic themes; and deeply concerned about social injustice.

The middle boomers are pushing 50. They are at their peak earning years, sending their children to college, and starting to think about saving for retirement. Less idealistic than first group, they are interested in security, are more likely to be Republicans, and view institutions with skepticism.

The late boomers are approaching 40. They are raising families, making their mark at work, and buying family size cars. Thoroughly imbued with computer culture, they may be seeking personal freedom by bailing out of corporate jobs to become free agents or to start a business. They know what an IPO is and how to invest online.

Each of these cohorts is very different from others. As marketers, we must use different approaches depending on whether our customers are leading edge of boomers, middle boomers, or late boomers. We need to use images and words that resonate with each segment’s life experience and with life passage they are in.