Most programs rely on many pieces coming together properly. We have found when engaging customers; all the pieces need to come together properly. We refer to this as “checking the boxes.” If you have a checklist with some of the tasks undone and unchecked, you know you’re missing something.

When planning local store marketing programs, with each activity ask yourself if it will:

  • Build or strengthen your brand?
  • Be relevant to your customers or potential customers?
  • Be operationally feasible and practical?
  • Be simple to understand for both customers and employees?

If you answer “no” to any of them, change your programming to make the answer “yes.”