I was in a local shopping area Friday on my way to a doctor’s appointment. In the main corridor there are several cars on display and a large sign for the local dealership.

These vehicles were covered with dust - at least a month’s worth. People wrote all over them. There was the usual “wash me” sign as well as several derogatory slogans.

Is this the impression the dealership wanted to make?

Advertising Needs Maintenance.

All advertising initiatives you make require maintenance - whether it is the occasional dusting of a car or the weekly submission of store specials to a local paper.

Every advertisement you place should be reviewed periodically for performance.   Your staff should ask customers where they heard about the business and record it so you can analyze what type of advertisement works best.