July 7

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Retail Alliance Sponsors Advertising Seminar

July 7, 2004

Norfolk, VA - How effective is your advertising? To make sure your advertising is on track, plan to attend “Making the Best Use of Your Advertising Dollars,” on Tuesday, July 20, sponsored by the Retail Alliance.

Kathie Strauss, marketing manager for Greenbrier Mall, will use a step-by-step process to show business owners how to most effectively allocate their advertising budgets. “With shrinking advertising dollars, nothing is more critical than evaluating your advertising message and identifying a strategy that will get you the most bang for your buck when you commit to spending advertising dollars,” Strauss said. The process includes:

• Identifying internal needs and resources
• Setting goals that relate directly to these internal needs and resources
• Determining external resources
• Looking for partners and opportunities

“This is not complicated,” Strauss explained. “I’ll show how to identify, how to focus and how to track results. It’s all about strategies to deliver one message to customers in the most cost-efficient manner.”

Because many small businesses do not utilize the services of an advertising agency, Strauss said it’s critical that business owners understand who their customers are and how to communicate with them. “They really need to do their homework first,” she said. “You can waste a lot of money by going for a shotgun approach or being unfocused.”

This seminar will be held at TowneBank, 137 Mt. Pleasant Road, in Chesapeake from 8:15 a.m. to 10 a.m. The cost is $10 for Retail Alliance Partners and $15 for other guests. For more information or to register, call Kathy Ramella at (757) 455-9319 or email kramella@retail-alliance.com

Founded in Norfolk in 1903, Retail Alliance is a retail association and a sales agent for Equifax, providing businesses credit-related products and reporting, recovery services and mortgage credit reports. Retail Alliance serves its association partners with benefits that include retail lobbying, professional development, training, and discounted group buying. Over 2,000 Virginia and North Carolina businesses are partners or customers of Retail Alliance.

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