I can't stress how important market research is to your business! I have seen time and time again business throw their money to the wind because they aren't using their marketing and advertising dollars effectively.
One example, is when I had a client who was trying to reach the younger crowd - instead of going on the radio, or the entertainment guide the poor advertiser was putting all of his money in the local free "Pennysaver" that highlights used trucks and trailers!
He had no idea why noone was using his coupon for a free drink! Hmm...it's probably because he wasn't reaching the right clientele for his product.
If you plan on spending money on your marketing efforts make sure that you get help from the professionals and that you're marketing to the right clientele and hitting a good group of BUYING customers!
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