When Marketing Know Your Objective - Part 2

Friday we talked about knowing your objective in marketing and we discussed a consignment furniture store that ran generic ads that did absolutely nothing for their business. Here's more on that subject:

The problem was, they were missing a step. Instead of assuming everyone was just waiting to hear their ads so they could finally find a place to empty their wallets, the owners needed to assume nobody had ever heard of the store, and that they would need a very low-risk way to find out more about it before they would even invest the time to come check it out.