Rent is advertising, so deduct your rent from your advertising budget.
Do this before you start spending money on advertising.
But don’t let traffic numbers fool you.
High traffic doesn’t always mean high visibility.
These are the pivotal questions:
1. How many people drive past here each day?
2. Are they mostly the same people each day driving to and from work, or is this a twice-a-month artery for a much larger population?
3. Could a person drive past here and not notice this business? If the answer is, “No, they would definitely notice it,” then get the location. It’s a landmark that will serve you faithfully for many years to come.
Adapted from How to Select Your Message Delivery Vehicle
Original article by Roy H. Williams, The Wizard of Ads @ MondayMorningMemo.com
Adapted by Craig Arthur, Wizard of Ads Australia