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Budget money and time for marketing. Effective marketing and new customer acquisition is much like farming. You invest time and money to plow the field and plant seeds that will produce a rich harvest months from now. Instead, most businesses chug along until they look up from their cash registers and see no new customers coming through the front door. The immediate prescription? "Gee, let's place an ad." Fact: sporadic marketing produces sporadic results. Take the time to develop a game plan for the year, and attach a dollar figure for promotion. The rule of thumb for most companies is to budget 10 to 15 percent of gross sales/revenues on promotion.
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