TouchPointe’s Top 10 Ways local companies continue to drive business despite tough economic times, or "Do well by serving meatloaf."

In the market today, companies who do well think and act outside the box. To stand out, they look at alternative ways to engage their audience and build their existing client base.

Contrary to popular belief, recessions are actually the best times for companies to invest in their competitive strategies. Studies have shown that companies have twice the opportunity to change their relative position in an industry during a recession compared to growth times, according to Kevin P. Coyne and Shawn T. Coyne in their Harvard Business Publishing article "Recessions Call for More Creativity, Not Less."

You can find these creative ideas everyday from your customers walking through your door or from your employees. I am often asked how Taste of Ladera became so big and my response is, "We listened to the feedback to make it great!"

Here from a few businesses who share their ideas – you can also find them at Taste of Ladera www.tasteofladera.com!

1. Go the extra mile! "We are trying to provide customers ways to make sure what they buy is exactly what they want," says Chris Hatter owner of Game On, a video gaming store in Mercantile West Shopping Plaza. "People are still spending money, they just aren’t wasting it," Chris continued. "Even though we are a new business, we have already made adjustments to the economy by adding a

rental program so that people can take games home and try them out before buying them.

"When renting, customers also get half their rental fee back towards purchase of the game they rented. We have rentals as low as $1 for three days, and with our new releases only $4 or $5 for three days.

"People are also finding that a night at home playing Wii with the kids is a lot cheaper than a night out on the town." Chris added.

Exceptional customer service is also key, according to Eric Patterson, who said, "After struggling with setting up my new fit Wii, I called Game On to have them walk me through the program on the phone and Chris Hatter came over and personally set it up for my family – now that is customer service!"

2. Love what you do and those around you will too! At Roma D’ Italia you will find "All Night Happy Hour" Tuesday thru Thursday starting at 3pm till closing when drinks are half price and pizza slices for $1.50 each!

Most importantly, you will find Louie Corea, Ladera Ranch’s most lovable Italian, doing what he loves to do best – serve his customers. Roma D’Italia now offers delivery service to the homes in Ladera . . . and you can order off the full menu at www.RomaDtalia.com.

By the way, E’n’J Entertainment with DJ Eno and DJ Eric spinning tunes on February 28 at Roma D’ Italia from 10:00 pm to 2:00 am; March 27 from 10:00 pm to 2:00 am at The Ranch, and May 1 at Beachfire from 9:00 pm to 2:00 am 9pm -12am.

3. Know your audience! "This economy provides a great time to take market share by keeping your existing customers loyal," says Dairen Shelton, owner of Swirlz Frozen Yogurt in The Terrace Shops and an active Ladera Ranch community member. "Swirlz is giving double the Rewardz points for the entire first quarter," Dairen added.

" My family is a regular at Swirlz not only because we love it but also due to the fact they are so active in the community," shared Lisa Cude.

4. Stick to your mission! "Our recipe for success has always included a combination of mixing quality, personalized service with a quality food and wine experience," say Darren and Jean Coyle, owners of Wineworks For Everyone, located off the 5 and Oso in Mission Viejo. "Even in these challenging times, we try to stay true to our mission and continue to listen to what our customers want," they said.

And, when you add popular live music to the mixture, it provides our loyal patrons with a unique "comfort zone" that all adds up to great value and an inviting, sociable experience. You will find them this year at Taste of Ladera,

5. Create a culture that supports ideas! Sidles Duncan & Associates sells health insurance to employers with an additional focus on wellness programs. Over the holidays, the firm gave out gift baskets containing marketing and promotional gifts from their clients. They were able to not only get the word out about what they do, but also spread the word about what their clients offer. Needless to say it was a huge hit and a great example of how one company got creative!

"Chad Sidles, Ladera resident and owner said, "It is important to provide a forum for exchanging ideas, whether companywide or a simple suggestion box in the lobby."

I know of several companies that utilize a company blog to collect ideas and suggestions. The key is to create a culture where all ideas are welcome and voicing one’s opinion won’t get employees in trouble.

6. Avoid knee-jerk reactions! There may be alternatives to layoffs that you haven’t considered. "TouchPointe, has seen several companies make knee-jerk reactions only to find they have cut too deep" warns Peggy Baggott, Managing Partner of TouchPointe.

7. Listen to your customers and they will give you the answers! If you haven’t had a chance to dine at our newest Ladera restaurant you are in for a real treat! Korky’s Kitchen & Bakery located in Mercantile East is becoming a favorite in Ladera Ranch. The owner, Mike Towles, was eager to hear feedback from local patrons visiting for the first time. It is a place the entire family can enjoy! "

The food and service is excellent , and the servings are enough to share if you are looking for a late night snack or an early breakfast," say Fran Falino and Dan MacMillian from Ladera’s very own Dan & Fran show!

8. Adapt your business to fit the times! Claire and Lonnie Shepard, owners of Infusion Martini Bar and Restaurant in Mercantile West have established Wednesday as the one night a week diners can leave their financial worries aside and indulge in some comfort food at low prices.

"We are comforting Ladera every Wednesday from 5:00 pm till 7:00 pm with three Comfort Food Specials for under $10, such as meatloaf, chicken pot pie, fish ‘n chips, and chicken fried steak!" they told me. "Come for our uplifting ‘Giggle Hour’ for discounted cocktails and appetizers from 3:00 until 6:00 pm weekdays and from 10:00 pm until 12:00 midnight Friday and Saturday nights" the Shepards added.

"If you stop by Wednesday night you might want to call ahead, the place is becoming quite the hot spot in Ladera Ranch for the whole family" shared the Wold family, including Scott, Rachel and daughter Samantha, who took advantage of Recession Wednesday at Infusion.

9. Create a can do attitude! While you may be concerned about your own stability, you have your customers and their needs to consider. They have their own financial futures and families they are thinking about. Find out what they want and need from you as a business partner, and follow through with the promises you make to them.

The all-volunteer committee of Taste of Ladera took the feedback from last year’s event to expand and created two days for the price of one, giving businesses and restaurants an extra day of marketing exposure.

Additional family fun activities were added to the weekend and the ideas and suggestions were put into action by the eager volunteer team to create an event that appealed to the entire community.

Check out more information on the Taste of Ladera at www.tasteofladera.com and buy your tickets on line or local participating businesses and restaurants.

10. Lead by Example! In his Human Resources Magazine article "Managing in Tough Economic Times," Associate Publisher and Editor Craig Donaldson stressed the need to ensure everyone is on the same page during an economic crisis.

He adds that performance suffers when alignment on key goals is absent, according to studies on strategy execution. This mentality applies to departments from the top down and, as a respected figure, it is important for you to lead by example by communicating your vision and goals for the company to your employees. Encouraging those who work for you to express their concerns – as well as their ideas about the future of your organization, will help restore lost faith and improve morale throughout the office.