An extra effort for marketing

   Selling goods and services is the goal of every Colorado Springs business.

   In today's slumping economy, however, customers can be as elusive as falling gasoline prices. That's why Thursday's Springs Business Expo was all the more important for some area businesses.

   At the 24th annual event, presented by the Greater Colorado Springs Chamber of Commerce, about 250 booths were manned by hand-shaking, business-cardwaving, brochure-distributing businesspeople, trying to market themselves to about 2,000 attendees strolling the aisles of the Phil Long Expo Center on the Springs' north side.

   "When sales tend to be soft, you need to increase your marketing efforts," said Steve Brinkman, owner of Sign A Rama, a Springs franchise of a national sign- and banner-making firm. "When the economy is in a downturn, you've got to work harder."

   Brinkman said his company advertises in the Yellow Pages and cold-calls customers to drum up business. Having a booth at the expo, where passers-by could collect company information and have their images sketched for free, was another important tool to reach customers, he said.

   Hammers Construction Inc., a Springs general contractor, has exhibited at the expo the past several years, said marketing director Joe Grossi.

   But, he said, "when things are slow in the economy, that's when you need to step up your marketing. That why it's more important to be out here this year than last year."

   Cole Promo Inc. is a 2-year-old family owned and operated business that puts images and company names and logos on signs, banners, T-shirts, coffee cups, baseballs and the like. Co-owner Cindy Cole said Cole Promo was at the expo to promote itself, but also to remind businesses that this is an especially important time to keep brands foremost in the minds of customers.

   "Even though the economy is bad, businesses still need to get their names out," Cole said. "They need to be branded. They need to get their message out."

   Ron Story had booths Thursday in different areas of the Phil Long Expo Center for his wildly divergent companies - Interfuse Web Design and Bob's Windshield Repair Service.

   The expo often helps him generate business, regardless of economic ups and downs, Story said. At least year's expo, he said he collected 15 leads for his Web business, which turned into three solid contracts.

   Mike Ward said his Business Furniture Systems - which buys, sells and installs new and used office and cubicle furniture - is almost immune to downturns. In bad times, downsizing businesses call to sell their furniture, yet there's always a startup looking to buy.

   Still, "continued exposure" is critical, Ward said. An expo attendee who sees the Business Furniture Systems name Thursday might be a businessperson who's looking to buy or sell furniture next week.

   "You want to be at the top of the line of their awareness," Ward said.