I closed my speech with four things that all retailers need to keep in mind when dealing with marketing and advertising; Know your customer, know your strengths (and weaknesses), be consistent with your message, your look and your attitude and be effective.
Pick the right media. Use less media but more often. A strong message, clearly stated with a touch of urgency and in a high frequency schedule pinpointed to your best customers will work 95% of the time! Don’t talk about it, do it.
MCW
