Several years ago, our small remodeling company was in the process of planning for growth. One of our goals was to "brand" our company locally. To do this, we needed exposure. After looking at our total projected costs and the potential for quality exposure to our target market, we decided to sign up for our first local home show. For an initial outlay of less than $1,000 (see Figure 1), we could put our company face to face with over 8,000 potential buyers. That works out to just under 12¢ per "impression," to use a marketing term.

8'x 8' booth space at the show

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