Jon’s In Waikiki (AKA The Waikiki Marketer)

The Honolulu Advertiser had the usual story on the insane lengths shoppers go to on the day after Thanksgiving. One was a lady who stood in line 10 hours at a local Wal Mart(!). The article also reported that many people were telling reporters that this year would see a smaller budget. The cost of gasoline and the high price of living in Hawaii was having its effect here, even if Mainland news sources didn’t see similar factors affecting their localities.

These tales of being squeezed locally - while merely anecdotal - do have the ring of probable truth. Even with a good economy here in Hawaii, it’s difficult for most to get ahead. Or even close to the constantly rising cost of Island living. What does that mean for local businesses?

It means we must expand our internet marketing and online presence. If we depend consistently or fully on the overtaxed consumer here, we may be facing a very tough year. Hawaii businesses still think largely in terms of face-to-face and conventional advertising outlets.

This theme is not a new one for this blog, but the conditions remain, so I keep coming back to it. If you’re a Hawaii business start looking at internet and search engine marketing. Look at doing Google AdWords ads. If you’re already doing them, look at how you can do them smarter. If you don’t you might be looking at a difficult road ahead.

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