Why promote in the first place?
Because competitive activity — present or future — obliges us to be active in the market place. In case you’re thinking you’re off the hook because you have no direct competition in your area, think again:
Anything which costs approximately the same is potential competition. Money intended for a book can end up being spent on a compact disk. Or, the purchase of curtains could be delayed because a marital partner decides a new sound system is more important.
Those whom you’d like as customers are exposed not only to the appeals of local competitors, but also to regional and national sales messages transmitted by radio, television, newspapers and magazines and, of course, increasingly the Internet. Markets and products are constantly changing, residents are mobile – can we really afford the risk of letting our business name and what we offer slip from their awareness?