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4A Daily News – Wednesday, November 9, 2011 Commerce business 1. You're still in business. If you previously had a presence in the market but today you don't today, that could be sending a sig- nal that your business is struggling – or maybe not even around anymore. Advertising displays your confidence in your business and its customers. 2. Opportunity. One old business rule of thumb advises "when the economy is strong, go for profit margin. When times are tough, go for market share." There is always discretionary spending in every market, in every economy. When other businesses pull back but you're still investing in consumer awareness with advertis- ing, your business is better in line for a bigger piece of whatever consumer spending "pie" is out there. Research going back as far as the 1920s shows that every time there's a soft econo- my, businesses that maintain promo- tional presence do better than those that do not, and they recover and gain more quickly as things get bet- ter than those that hunkered down and pulled themselves off local con- & sumers' radar while times were tough. 3. Maintain consumer "top of mind awareness": Good times or bad, unless your business is a supermarket, chain drug store or big box, there is always a "thin mar- ket" for what you're selling. You need to cast a broad adver- tising "net" to reach the small percentage of the market that wants or needs what you are selling, right now, today; whether you sell bling or barbecue. 4. Satisfy your tough customers. And that's pretty much every con- sumer, these days. Shoppers research purchases and options more during tough times. Be among the considered choices by having your name and what you sell where people will see it. And be a tough customer yourself. You have many media advertising options. Pretend you're from Missouri: Say "show me." "How many of my current and potential customers will I reach? Where are they? Who are they? (Older, wealthier, younger, married, etc.) Do you have independent third enterprise The fast five reasons to keep promoting during tough times party research or audited numbers to prove this? What other Tehama County businesses have been suc- cessful using your media?" (Then talk to those businesses.) 5. Help keep local shopping dol- lars here. The success of your busi- ness is most important, of course. But keep in mind that the more goods and services that local con- sumers know are available right here, the less likely they will be to drive out of town or shop online to meet their shopping or investing wants and needs. When the Cham- ber champions "Shop Local," we don't want local consumers to ask themselves "...for what?" • The chamber welcomes the fol- lowing new members: Firehouse Pizza, Alfred Phen, DDS, Mouse Pad, NorCal Guitar Academy, 3 Generations Arts & Shop, Grand- ma's Daycare, Wink Fashion and Salon, Irene Fuller and Tehama Tees and Screenprinting. Greg Stevens is chairman of the Red Bluff-Tehama County Chamber of Commerce board of directors and publisher of the Daily News. Corning honors employee, business of the month Daily News photo by Julie Zeeb Corning City Coun- cil named the Busi- ness of the Month and Employer of the Month at the Oct. 11 meeting. Pictured are Dewey Lucero of Lucero Olive Oil accepting Business of the Month, Councilman Dave Linnet who presented the awards and Hannah Boeldt of Olive Pit who accepted Employer of the Month. Local company earns safety honor The Engineered Wood Association pre- sented the 2010 Safest Company in the build- ing products industry award to Louisiana- Pacific Corp. during the APA Chairman's Dinner and Safety Award recognition banquet Oct. 24. LP received the honor for the second time in three years. In addition, the com- pany received seven of the APA's 13 safety awards. LP was also recog- nized for having 13 of the 21 facilities named to APA's 2010 Incident Free Honor Society, including LP's Red Bluff i-joist mill. "It is quite an honor to be recognized for our achievements in this area," LP Executive Vice President Jeff Wagner said. "It is a true demonstration of our value for employees and the safety culture that we must continue to lead each day." "We recognize that this is a journey and that we can never be satis- fied with the status quo in safety," LP Corporate Health and Safety Director Keith Harned said. "We must keep moving forward toward the ultimate goal of zero injuries. Our continu- ous improvement in safety is driven by pas- sion at all levels of the organization." Chamber welcomes new members • New Members - The Corning Chamber of Com- merce welcomes new members: Corning Consign- ment and Resale, 811 Fourth Street, Corning, 96021. Phone (530) 824-9700, and Super 8 Corn- ing, 2165 Solano Street, Corning, 96021. Phone (530) 824-2468. We also have Katie Linnet who has joined as an Individual member. • Corning in the Morning- 8 a.m., Thursday, Nov. 10, everyone is invited to the Senior Center, 1015 4th Street, for a combined Corning in the Morning and Senior Fair. There will be booths from many different agencies that serve senior citizens in Corning including TRAX/METS, Legal Aide, RSVP Golden Umbrella, HICAP Medicare Coun- seling, AARP Tax Program, Senior Nutrition, and more. There will also be local senior artisans and Corning merchants. Of course there will be plenty of breakfast pastries, juice and coffee and don‚t for- get to bring your business card for a chance to win a door prize. The Senior Fair will continue until 11 a.m., and then there will be a luncheon provided by senior nutrition. The suggested donation is $2.75 for seniors, $6 for non seniors. Please RSVP by noon today by calling 824-4727. • Downtown Corning is seeking assistance from all service organizations, clubs, youth groups, churches, etc. The downtown area is not at full capacity and we are trying to keep it clean to attractconsumerism and more businesses. If your group is interested in "adopting" a block, we are looking for volunteers to pick up trash and blow leaves off the sidewalk each week. It is preferable to have this done of Sunday/Monday as the streets get cleaned every Tuesday. We would hope to start this rotation immediately as the trees are shedding their fruit and leaves as we speak. Thank you to everybody who is willing to "pay it forward" and help your neighbors to keep Corning beautiful and prosperous! If you are interested, contact Lisa Rodriguez at 824-4290. • Paskenta Dinner - the Paskenta Community Hall invites you to its annual Fall Dinner, Gun Raf- fle and Dance, this Saturday Nov. 12. Doors open at 5 p.m. and dinner is at 6 p.m. The dinner includes Barbecued lamb and steak, baked potato with toppings, green bean, green salad and French bread, coffee tea and water. Desserts are provided by guests. Music will be provided by Roy Dyer and the Bigguns. Tickets are $15 for adults, $6 for children 6-12. Children under 5 eat free. Tickets can be purchased at the Flournoy Country Store, Rabobank and fro Emily Murphy. • Veterans Day Parade - Friday, the parade will start at 10:30 a.m. beginning at Thirrd Street and end at the Veterans Memorial Hall,1620 Solano St. After the parade there will be a short program at the hall and afterward there will be a lunch served for $6 of barbecued hamburgers. • Corning in the Evening - You are invited to a meet and greet next Thursday at 5:30 p.m., hosted by the Coffee Club Bistro, 1313 Solano St. Come and join with other members and interested citizens for some food, fellowship and a chance to find out what is happening in the community. Bring your business card for the free drawing. Refreshments will be served. ——— This column is prepared and submitted by the Corning Chamber of Commerce. 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