"Let every nation know, whether it wishes us well or ill, we shall pay any price, bear any burden, meet any hardship, support any friend, oppose any foe, to assure the survival and success of liberty."  - John Fitzgerald Kennedy

As you celebrate this Fourth of July with family & friends; consider your Freedoms - and what you'd do to protect them

At the steps of Independence Hall a woman asked a statesman "Well, Doctor, what have we got - a Republic or a Monarchy?"

Benjamin Franklin responded, "A Republic, if you can keep it."  Enjoy the fireworks, enjoy the cookouts - but don't forget the cost

A recession could be the very best time to acquire new customers.  Many businesses use a recession as an excuse for cutting back marketing expenses.  Taking this approach to outlast a downturn in the economy is a very poor choice.  At a time when you should be beating the drum louder, knocking on more doors, and ensuring customers discover your products... many businesses are waving the white flag of surrender.  While the consumer may be tightening his belt, there are still plenty of ways to enter into a lasting relationship with your target market.  In the end, any business that chooses to engage customers during a recession will win a larger market share than his competitor.  How you decide to face a recession will determine if your business will live long enough to enjoy the booming economy in the near future.

In the late 1920's, Kellogg's and Post dominated the packaged cereal market. At the time -- packaged cereal was still a new market.  Ready-to-eat cereal had been around for decades, but Americans didn’t see it as an alternative to oatmeal or cream of wheat. Usher in the Depression. No one knew what would happen to consumer spending. Post did the predictable thing, and cut marketing expenses and advertising.

With an economy now in a tailspin, brick & mortar retailers - and even online retailers - will be watching the 2009 summer shopping season with eagle eyes.  They will be watching closely for indications of declining consumer spending overall.  However, retailers taking recent declines into consideration should still plan and position themselves for a profitable future.

Both brick & mortar, and online retailers, able to leverage online positioning can increase their profits.  Those that take steps now to move ahead of competitors will find this an easier summer to weather than most.  Traditional retailers may experience lower foot traffic from traditional tourism loads.  But many are already finding that replacing tourists with locals not only sustains their business - but strengthens it for future dips in the market.