• To Increase the frequency of customer visits to the facility.
• To Increase the buying frequency of the customer in the shop or store.
• To increase the average sales per customer.

Advertising Layout Guidelines

• Budget 3% to 3 1/2% of your monthly gross profit dollars for advertising.

• Select the best advertising medium for your needs and budget. (Media advertising could be handouts, newspaper, money mailers, post cards, etc.)

• Target your advertising to your market area only. (Don’t waste dollars on customers you can never catch)

• Measure the results of your advertising. Use coupons. Ask new customers how they "first" heard of you.

• Don’t switch back and forth between different advertising media. Stick with one medium long enough to get results. (This doesn’t mean you can’t use several forms of advertising at the same time.)

• In deciding services to advertise, consider: Seasons - What the competition is doing. Your market direction (What business do you really want to capture?)

• Develop and use a consistent and effective ad format. Emphasize one important message; make this your "attention getter." List the name, address and phone number. Promote your specialties; certifications, trade affiliations, convenient hours, warranties. Use a simple, easy to read lay-out; don’t have too many messages!

• Use a "loss leader" to attract other business. However, don’t price the loss leader too low; you’ll bring in the wrong people.