Advertising takes dollars! If you don't have an adequate budget to advertise, whether in flights or long-term, you will be disappointed with the outcome. Hold off until you have the funds to do it right.

Consistency. Unless you're advertising a "One Day Sale," where you might get a good return for a quick ad hit, the most successful advertising strategy is a continuous program that keeps your name in front of and in the mind of the consumer.

Stick to your plan. Advertising rep's will come out of woodwork when they see or hear your ads (they monitor competitors for new business opportunities). Don't deviate from your main strategy unless it's a good opportunity, AND you have the extra funds to finance the additional advertising.

Make sure you can handle the additional business the advertising might produce. Do you have an adequate staff to handle the phones? Enough service technicians or installation personnel to manage requests in a timely fashion? An adequate quantity of the item(s) promoted?

Hold a meeting with your staff before the campaign begins. Play cassette copies of the Radio or TV spot, or show the print ads. This will not only motivate your staff, but prepare them for what is to come.

No detail should be overlooked; displays, on-hold messages, knowledgeable and courteous staff, parking. Your advertising will bring consumers to the door, but if you disappoint them in any way, they might not return!

Produce and keep paper backups on everything! The electronic age is wonderful, but it opens the door to many excuses; "I never got your fax or e-mail instructions, etc." Always save the fax receipt and print a copy of your e-mail message. Also, ask the party to call you back to acknowledge delivery and understanding of the message sent.

Keep a running "Media/Advertising" file that spells out monthly plans, schedules, contracts and production costs.

AGENCIES: To Hire or Not to Hire
REPS: Dealing with the Right Person
NEGOTIATING: Getting the Most Bang for your Bucks