Tom Feltenstein - 501 Killer Marketing Tactics

banker who will handle the trust fund. The timing of the ballot counting
should be arranged to generate the maximum possible publicity.
There should be a delay of a week or so between the announcement
of the chooser and the announcement of his or her choice for the final
recipient of the legacy. Officially, this is to give the chooser time to make
a decision. Unofficially, it is to draw out the promotion and generate as
much public interest as possible.
Your establishment could serve as a collection point to receive suggestions
from the community and pass them on to the chooser. Local
radio stations could also generate call-ins from listeners. Public speculation
should be encouraged.
The final announcement of the recipient should come during your
grand opening ceremonies. The chooser should announce the choice
and explain how the choice was made. The banker should explain the
mechanics of the trust fund. You or your manager should speak about
being a new member of the community and how you hope to continue
to be a good neighbor in the future. The date of the granting of the trust
fund to the recipient should also be announced.
The chooser should present the trust fund to the recipient in a
formal ceremony, again held at your establishment, with involved parties,
including the media, invited as guests. Light refreshments should
be served.
After the promotion, photos of the grand opening and the presentations
should be posted around the business.
Materials Ballots, ballot boxes, newspaper ads, press
releases, posters
Timing
Six weeks prior:
Order ballots, ballot boxes.
Prepare advertising and buy media.
Prepare press releases.
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Make initial contact with local bank.
Four weeks prior:
Begin advertising.
Mail/fax/e-mail press releases.
Put out ballots and ballot box at participating bank.
Contact press and city officials for participation.
Two weeks prior:
Contact accountant to serve as ballot counter.
Arrange radio and newspaper announcement of chooser.
One week prior:
Announce chooser.
Follow up with a personal congratulatory phone call.
Begin acting as a collection point for community suggestions.
Grand opening:
Chooser announces recipient. Speeches are made.
One week after:
Trust is presented to recipient at a casual party at your business.
Follow up:
Decorate your business with memorabilia of the event.
87. Door Prize Contest
Objective Build mailing list, create excitement, generate PR, generate
traffic, and stimulate trial
Target Existing customers and potential new customers
This program is implemented prior to the actual grand opening. It offers
any person a chance to win a special secret door prize by filling out an
entry form during a pre-grand opening visit.
Grand Opening/Reopening Tactics ✹ 69

After all the entries are collected, hold a drawing and contact the winner.
Announce to the community and the media that the prize—a most
unusual presentation—will be given at the grand opening ceremonies.
During the presentation, the winner and family are blindfolded and
the comical prize is presented—an actual car door with a large bow and
ribbon attached. Take off your winners’ blindfolds and, after the laughter
subsides, present the actual prize, something of real and ongoing
value, such as a book a month for a bookstore, a dinner a month for a
year for a restaurant, or something similar, as appropriate.
Materials Entry blanks, entry box, auto door, blindfolds, 12 or 52
coupons, posters
Timing
Two weeks prior:
Order or create entry blanks and entry box.
Locate old car door.
Order coupons.
One week prior:
Conduct a staff meeting and explain the contest. Keep the
door prize secret even from the staff, or it will surely leak.
Display posters, entry forms, and entry box in a visible location.
Contact news media via phone and press releases.
End date:
Enter all names and addresses of entrants into a computer for your
customer mailing list.
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✹ 71 ✹
Four Walls
Promotions
88. Store Remodeling or
Grand Reopening
Best For Retailers, restaurants
Objective Create excitement, build your image, stimulate trial
Target Existing customers and potential new customers
Place ads in local papers to encourage existing and potential customers
to see what’s new at your place. Put a “Grand Reopening” banner outside
to create awareness and bring in street traffic. If your budget allows,
develop a special sweepstakes. Create an added-value offer, or use one
of the tactics in this book, for special week-long savings on product items.
Develop a special-events program for a Saturday opening, and create a
party atmosphere with balloons, streamers, and so on. Use flyers as well
as newspaper ads to promote the day. Here are some suggested activities:
Schedule local music groups for a happy hour of two to three hours.
Post special pricing during this event.
Provide free balloons, crayons for kids, Frisbees, and so on, as
door prizes.
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Offer inexpensive beverages, such as five-cent drinks. You may be
able to make a deal with your local soft-drink bottler.
Place searchlights outside your store. They are great attentiongetters,
visible up to five miles away.
Materials Newspaper ad, flyers, sweepstakes promotional materials, balloons,
streamers, posters, crayons, Frisbees, searchlights
Timing
Two weeks prior:
Set program goals and determine costs.
Write copy for flyers, ads, and posters.
Print posters.
Print flyers.
Buy media for one week and one day prior to event.
Arrange for searchlights.
Buy door-prize items and decorations.
Arrange for local musicians.
One week prior:
Distribute flyers.
Discuss program with staff and arrange staff schedule.
Talk to soft-drink bottler or other vendor.
Send out press releases.
One day prior:
Run second newspaper ad.
Decorate store and set out posters.
89. Connecting the Dots
Best For All business types
Objective Identify the neighborhoods or geographic areas that your current
customers are coming from
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Target Current customers
A device that will let you identify your principal trading area, your neighborhood,
is a dot map. Nothing tells a story more clearly than a picture.
Buy a map of your area and attach clear plastic overlays. If you’re measuring
different parts of the day, use a different overlay for each part. This
works for any sort of business.
If you’re in the retail business, put the map in your lobby on an easel,
and as each customer arrives, have someone ask that customer where she
came from and place a self-sticking dot on that location on the map.
If you aren’t in a retail business that lends itself to asking customers
this question directly, put the map in a prominent place in your office or
other workplace so that employees can see it, and have someone put the
dots on it at the end of each day or week. Nothing tells the story of where
your market is like a map.
This tactic is simple and enormously valuable, and customers and
employees get a kick out of it. Everyone loves maps, people love seeing
where everyone else comes from, and people love to be asked about
themselves.
Make sure your staff understands how important this is and how it works.
When you’re done, you have a starkly visual picture of your principal
trading area. If you use different overlays for different parts of the day, week,
or month, you might discover patterns. Your business may be drawing from
the commuters heading south on the main road in the morning but from
your backyard on the weekends. Armed with this information, you know
exactly where to spend your marketing time and dollars.
90. Surprising and Delighting
Best For All business types
Objective Increase goodwill, build loyalty, increase sales
Target Current customers
Four Walls Promotions ✹ 73

Any day, at any time, you have the power to surprise and delight a customer.
Remember to do it, and do it often. Get a reputation for giving
something away—a product or a discount—when you don’t have to. It’s
cheap marketing. Your customer will have his day pleasantly interrupted,
he will tell a bunch of his friends, you will have increased your bond with
him, and all of this will generate additional sales.
Your ability to do this is limited only by your imagination. If you’re in
the auto repair business, when a customer’s car reaches 100,000 miles,
you could give her a 10 percent “senior vehicle” discount on certain services.
That will keep your customer coming back.
If you are a lawyer, call up a client and offer a free consultation on a
will or some other basic service that you think he might not realize he
needs. In the food or restaurant business, there’s always something you can
give away, even if it’s just a cup of coffee or a glass of wine. The simple
touch goes a long way. Remember, it’s all about “Make me feel important!”
91. Make It Easy to Complain
Best For All business types
Objective Improve customer service by handling complaints faster
and better
Target Current customers, staff
Nothing drives a customer away faster than to have a complaint and be
told by an employee that the manager is out today, or the owner isn’t
around, or she’ll take a message. Surveys find that about 70 percent of
customers will remain loyal if it takes just one contact with your business
to resolve a problem but that only a third will remain loyal if it takes three
or more tries.
As an owner or manager, this should be a great concern to you. You
want to know about complaints and deal with them quickly. Every complaint
is an opportunity. When there’s a problem, silence is not golden.
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A radical but commonsense idea is to put the manager’s or owner’s
home or mobile phone number right on your business cards or other
printed material so that your customers find you when they need you.
If you’re in a retail business, put out on the counter a stack of business
cards with all the usual information and this statement: “If you have
any comments at all about the store, please call me at home.” Then list
your off-hours contact number.
Your employees won’t help noticing the walk-in customers eyeballing
those cards and sticking them in their pockets. It creates accountability
for your staff, and it lets your customers know that you care about their
satisfaction.
92. Make Everything Come Up Roses
Best For All business types
Objective Create excitement
Target Current and prospective customers
Flowers are an inexpensive way to freshen your look, whether you operate
a professional office, a retail store, or a service business. Everyone loves
flowers. They make people, both customers and employees, feel good.
Flowers can be changed to reflect the changing seasons and to create
excitement. People remember a beautiful display; it makes your business
appear more prosperous, and some of your customers will tell their friends.
Here’s the formula for how many flowers you will need for your business:
too many is exactly the right amount. Make your displays lush and
unforgettable. A way to do this and save money is to make a deal with a
florist to give away her brochure, share a mailing list, or engage in some
other swap that will make it worthwhile for the florist to offer you a discount.
If you give the flower supplier a place for her sign, she will put
extra effort into making the display attractive. It’s cheap advertising for
the florist, too!
Four Walls Promotions ✹ 75

✹ 77 ✹
Zone Merchandising
Tactics
Zone merchandising is the use of physical areas within your business to
influence customer perception and to prompt purchasing decisions, which
are often made spontaneously if the messages the customers see are compelling
enough. Consequently, you are likely to increase your revenues if
your store includes enticing promotional messages or visuals within the
zones. Zone merchandising tactics are particularly effective in the restaurant
industry. However, any business that has a physical location will benefit
from a strategic marketing plan that includes zone merchandising
tactics. Following are the most common merchandising zones:
Internal customer (employee) zone
Menu zone
Current customer zone
Dining room zone
Tabletop zone
Banquet zone
Restroom zone
Office zone
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Kitchen zone
Valet zone
Parking lot zone
Drive-thru zone
Internal Customer Zone Tactics
Unless you enlist your employees as gung-ho ambassadors whose enthusiasm
and dedication will win customers’ hearts and minds, your marketing
plan is doomed to failure. In the great restaurant chains,
employees’ lives are fulfilled when the owners are caring and committed
to the well-being of their staffs. Employees who are well cared for become
exuberant marketers who will go well beyond the call of duty to provide
your customers with prompt, courteous, and enthusiastic service.
93. Consider Your Employees to Be
Your Internal Customers
Your internal customers are every bit as critical to your success as the
men and women who purchase your products or services. Treat your
internal customers like partners by involving them in your total marketing
effort. Do not simply tell them what to do and how they should do
it. Ask for their input on your marketing program. Reward those who participate
in your promotional activities, such as flyer distribution, food
sampling, networking, or in the sales of gift certificates.
94. Create Short-Duration Contests
That Involve the Entire Company
When you achieve your sales goals, reward the entire team with prizes,
picnics, drawings, or certificates. These contests will generate excitement
and give employees a sense of accomplishment. Plus, everyone enjoys
and deserves recognition for a job well done.
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95. Develop Nontraditional Benefits
or Rewards
Provide life skills classes such as checkbook balancing and computers for
your employees. If you are in a position to offer educational matching
funds or referrals to financial planners, you will be doing your employees
a great service, which will make them eager to become part of your corporate
family. Tactics that focus on sales through employee growth and
education can contribute to the success of your promotions. You should
reward each staff member for sales, skills, or developmental achievements.
Menu Zone Tactics
Menus drive profit and cash flow by guiding the guest to select those
items that have the highest gross profit margins. An effectively designed
menu will entice your guests to buy the items you want to sell. You will
achieve added sales by strategically engineering the menu’s layout,
design, graphics, format, item presentation, and price points to stimulate
selection of highly profitable items.
96. Add Pop-up Cards to Your Menu to
Promote a New Item or Special Value
This tactic helps you create a fun, interactive environment that is conducive
to increasing sales.
97. Use Presell Techniques
If a host points to the “appetizer of the day,” then presents the menu to
each guest, you’ll stand a good chance of making a sale that might not
have otherwise occurred. Create a tabletop wine of the day, a dessert tray,
or guests’ favorite entrée of the month, using profitable items already on
your menu.
Zone Merchandising Tactics ✹ 79

101. Establish Your Customers
as Authorities
Don’t be afraid to ask their advice. “Is there anything we could have done
to better serve you tonight?” “Is there something you’d like to see on the
menu?” Provide a suggestion box that is prominently displayed in your
store. Offer freebies or discounts for the 10 best suggestions each month.
102. Rely on Your Customers
as Consultants
Ask what they think about your operation. What would they change if
given the chance? What would they recommend that you do to better
meet their needs? Many of your customers are also in business—they just
might have some valuable insights. Reward a customer who offers advice
with a gift certificate or discount.
103. Don’t Be Afraid to Reveal
Inside Information
From recipes to marketing ideas, the more your customers understand
your business, the more they’ll respect what you are trying to accomplish.
The Front Counter Zone
In quick service operations, the front counter is the first communication
point between crew and customers and is just as important as the
host/hostess station.
104. Create Plenty of Tantalizing
Impressions for Your Customers
The front counter zone is the place for register toppers, menu boards,
counter cards, wall posters, tray liners, bag stuffers, premiums, and point
Zone Merchandising Tactics ✹ 81

of purchase merchandise that leads to impulse spending. Featuring
a new product at the counter is a good way to capture the interest of
your customers.
Bar/Lounge Zone Tactics
105. Display Bar and Tabletop Cards
These cards promote beverage specialties and sample menus (always of
interest to folks who just might be hungry). Also, distribute flyers that
describe specials, and imprint novelty items (napkins, stirrers, etc.) to
reinforce your brand.
106. Establish Different Group
Open Houses
Establish a different “group open house” each night, where selected businesses
can gather and network. Add photographs of these groups to your
wall of fame.
107. Feature Wine and Food Tasting
Events, Along with Live Entertainment
Fun, entertaining events can solidify your image and position while
establishing your business as the go-to place to have fun.
Dining Room Zone Tactics
You want your dining room to be the most inviting place imaginable—
a comfortable, fun environment where your patrons will want to
relax and spend quality time with their friends, business associates, and
loved ones.
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108. Use the Walls, Ceilings, and
Lights to Communicate Your Message
Virtually every inch of your store provides opportunities to generate
more sales. Without detracting from your comfortable and inviting
ambience, don’t shy away from using your walls, ceilings, and lights to
promote special offers and contribute to the exciting atmosphere of your
establishment.
109. Invest in Tasteful Uniforms
That Reinforce the Positioning
of Your Establishment
When your staff members wear uniforms that are in keeping with the
overall image of your business, your staff will feel like they’re part of a
team, and your customers will enjoy a sense of familiarity and comfort
each time they visit one of your locations. Include your business’s name
and logo on the uniforms. If you have a casual dining establishment with
a fun-filled atmosphere, your uniforms should be colorful and engaging.
If your environment is more professional, the uniforms should be
more traditional.
110. When You Celebrate a Company
Anniversary, Choose Memorabilia
from That Era
Every era has a unique character that can be conveyed by appropriate
memorabilia. Photos, objects, special uniforms, and music that reflect
the era when your business was founded will elicit fond feelings of nostalgia
that your guests will appreciate.
Zone Merchandising Tactics ✹ 83

111. When Promoting a Wine Menu,
Display a Special Table in the Dining Area
The table should include the featured wine bottles, samples, and information
about the wines and what entrees go best with them.
Banquet Zone Tactics
Within the banquet zone of a restaurant are four areas you can use to target
messages: tabletops, the entrance to the room, your host, and the staff.
112. Use Your Banquet Area to
Promote and Sell!
Present a mailing list card, a drawing for a dinner, or promote future
activities through signage in the banquet area.
Restroom Zone Tactics
113. Display Gift Certificates, Dessert
Features, Next Week’s Specials, and
Event Posters on the Restroom Walls
In your restrooms, you have a captive audience! While they are spending
time in your restrooms, give them the opportunity to see what you
have to offer. Remember, every available space within your four walls
should contribute toward generating more sales.
114. Enhance the Ambience
of Your Restroom
Keep it spotless. Pipe in tasteful music. Decorate the restroom with attractive
posters and artwork.
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The Office Zone
Your office is the nerve center of your business. Just because it’s
not always a gathering place for the general public doesn’t mean that the
way you organize your office doesn’t have an impact on your marketing
effort. You use your office to handle complaints, train employees, and
deal with vendors.
115. Provide Your Employees
with a Script to Respond
Courteously to Complaints
When your staff handles complaints effectively and courteously, not only
can you put out fires, but you can turn a disgruntled customer into a loyal
patron. Leave nothing to chance! Provide your employees with scripts so
they can respond politely to complaints on the telephone or in person.
You might also role-play with your employees to make sure that they are
hitting the right bullet points when conversing with customers. Your
management employees should be empowered to use some discretion
when addressing complaints. However, the individuals who handle
phone calls or initial complaints voiced at the front desk should not have
the same flexibility. Instead, they should be equipped to escalate the complaint
to the next level.
116. Provide Your Vendors with
Certificates or Cards to Thank Them
for Their Relationship with You
These certificates can consist of gifts, simple thank-you cards, or documents
to commemorate the contribution they have made to your business.
Such recognition will make your vendors know that you appreciate
your relationships with them.
Zone Merchandising Tactics ✹ 85

Kitchen Zone Tactics
117. Turn Your Kitchen into a Showcase
Your clean kitchen should be a source of pride, and you should not hesitate
to demonstrate your care and cleanliness to your customers. Highlight
the fact that your kitchen is modern, well organized, and sparkling
clean. Customers will want to return to your establishment repeatedly if
they know that your kitchen is run to perfection.
118. Inspect Your Kitchen Daily to
Ensure Product Freshness and
Consistency in the Way You
Package Your Entrees
You are not only in business to attract customers—it is your job to make
sure they return often. Product freshness and consistent packaging will
raise your customers’ comfort level with the way you do business and
make them more likely to become loyal consumers.
119. Offer Tours of Your Kitchen
for Businesses or Community
Organizations Who Are Interested in
Joint Promotional Efforts
If you’re a restaurant owner or manager who is negotiating a joint promotion
with businesses or community organizations, offer kitchen tours
to let them know that you take pride in the way you prepare your meals.
This way, your prospective partners will know that the people they crosspromote
to your business will be treated with great care.
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Valet and Parking Lot Zone Tactics
Develop a liaison with a valet service to promote courtesy, promote your
products, and to show that you handle your patrons’ cars with the utmost
care and provide for the safety of your customers.
120. Post Notices in Your Parking Lot
about Special Events
Use every opportunity to promote your business. When taking advantage
of your parking lot to post notices of special events, you create more
excitement about what you have to offer the public.
121. Provide Automobile Air
Fresheners with Your Business’s
Name on the Packaging
This tactic will ensure that your customers think of you every time they
get into their cars and enjoy the fresh scent of the air fresheners.
122. Wash Windows and Vacuum Cars as
a Periodic Special Promotion
Customers who receive this ambassador-level service will never forget
you!
123. Monitor Your Parking Lot for Safety
and Adequate Lighting
Show your customers that you care about their safety. Make sure your
lighting system is adequate and that the lot is as safe as possible, even if
you have to hire security guards. Have employees conduct periodic
Zone Merchandising Tactics ✹ 87

inspections to make sure that your parking lot is clear of any objects or
obstructions that could harm your customers.
124. Use Marquees, Banners, Sandwich
Boards, and Exit/Entrance Signage
Every available space—both inside and outside your business—provides
an opportunity to promote your products. Your parking lot should be
more than just a place for your customers to park their cars. Post marquees,
banners, sandwich boards, and signage where appropriate.
125. Pipe in Music to Your Parking Lot
This extra touch will distinguish your establishment from its competitors
and accent the unique experience that your visitors receive when they
visit your business.
Drive-Thru Zone Tactic
126. Display Signage to Tempt Your
Customers to Purchase More Products
Menu boards, promotional displays, and window signs are excellent features
to increase the selling power of your drive-thru zone.
When creating a marketing plan, I advise business owners and managers
to map out zone merchandising strategies and tactics. Using the
tactics I’ve recommended, you can easily turn each zone into a powerful
customer-attracting magnet that can increase sales, promote customer
loyalty, and bolster the value of your brand. Zone merchandising—especially
in the food service industry—is an indispensable component of any
strategic four walls branding and neighborhood marketing plan of action.
88 ✹ 501 Killer Marketing Tactics

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Zone Merchandising Tactics ✹ 89

✹ 91 ✹
Existing Customers
127. Gift Certificates
Best For Most retailers and restaurants
Objective Increase frequency
Target Existing and prospective customers
Gift certificates provide a twofold opportunity. They offer an additional
product for you to sell to your customers—a gift—and an effortless way
for the recipients to make a purchase, since they are already at your business.
Having chosen a gift at your business reinforces your image in the
purchaser’s mind.
When the gift certificate is redeemed, you have achieved one of your
most important goals: a trial visit from a new customer. By making sure
that the new customer receives the best possible service and experience,
you are on your way to developing a new loyal customer and enhancing
the loyalty of the customer who purchased the gift.
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Customers who are redeeming gift certificates should be tastefully
reminded that they made their first visit because of the gift and that they
can also purchase gift certificates for others.
128. Customer Wall of Fame
Best For Most business types
Objective Build customer loyalty
Target Current customers
Your staff, servers, drivers, and cashiers provide especially good service to
their best customers. It’s only natural. Take the time to thank those customers
formally, which will increase their loyalty and also give your staff
some welcome recognition.
Ask your team members to put together a list of candidates for a customer
wall of fame. Put it in as prominent a place as is appropriate. As
you add names, mail a note of thanks signed by you and your team members
(e.g., “Thanks for being such a great customer. We’re glad you chose
us!”). Make sure you mention that the customer has made it to the wall
of fame. His curiosity is likely to spark a return visit.
129. Happy Birthday Program
Best For Most retail businesses, all restaurants
Objective Build mailing list and database, increase community goodwill,
increase sales
Target All customers
Place a receptacle box and registration forms by your register, front desk,
or customer greeting area. Have your staff encourage guests to join the
birthday program, and reinforce this with in-store displays.
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Each month, enter the data yourself or send the registration forms to
your service provider for manual data entry and processing. Customers
receive a free item during the month of their birthday. The birthday postcard
can be highly personalized and can incorporate actual photos of
your location and staff.
Materials Registration cards, receptacle box, envelopes to send the
cards to the data capture company
Timing
Four weeks prior:
Prepare photos of staff that will be on the card. Order the
receptacle box and printing of the registration forms.
Three weeks prior:
E-mail photos to the service provider for design of piece.
Preaddress envelopes to send the filled-out cards to the service
provider.
One week prior:
Discuss program with staff.
Start:
Collect registration information and mail to service provider.
Ongoing:
Continue to send in new submissions each month.
130. Birthday Tactics in General
Best For Most retailers and restaurants
Objective Increase awareness, increase goodwill, build mailing list, generate
traffic, increase sales, and stimulate trial
Target Existing and potential customers
Existing Customers ✹ 93

Birthdays, like holidays, are a promotional opportunity, as current and
potential customers alike are generally in a festive mood. People like to
feel special, and a birthday remembrance from a business can generate
warmth and build loyalty.
Customers’ birthdays are one of your best reasons for establishing a
mailing list and keeping it up to date. Even when a customer moves out
of your local trading area, a birthday remembrance can bring her back
to you.
Birthdays are especially effective for children, who will often beg their
parents to patronize your establishment.
131. Birthday Club
Best For Most retailers and restaurants
Objective Increase awareness, build mailing list, generate traffic,
increase sales, and stimulate trial
Target Existing customers and potential new customers
Have your staff encourage customers to fill out a birthday club registration
card, located in a take-one box. Patrons return the cards to a staff
member, who puts them in a birthday club collection box. The sign-up
cards are bundled each week by month of birthday and put into your
database to trigger a birthday-card coupon mailing.
If you are in the food-service business, offer something like a cake for
four to six people. This way, your birthday offer has the potential to bring
in many more new customers.
The birthday cards should read: “Congratulations on your birthday. To
make it even more special, we have a gift (or cake) waiting for you! Just call
to let us know when you’re coming in. And have a happy birthday.”
Both the sign-up cards and the birthday cards should be attractive twocolor
pieces. Be sure to transfer the names of the birthday club members
to your master mailing list for other mailings.
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Materials Take-one boxes, birthday club registration cards, preprinted
birthday cards, registration card collection box
Timing
Four weeks prior:
Design attractive take-one boxes, birthday club registration cards,
and birthday cards.
Three weeks prior:
Print registration cards and birthday cards.
Order take-one boxes.
One week prior:
Explain promotion to staff.
One day prior:
Set out take-one boxes with registration cards.
Set up collection box.
Review program with staff.
One week after:
Meet with staff to obtain feedback in the form of customer
comments and staff suggestions.
132. Seasonal Tourist Retention Program
Best For Lodging, food, and entertainment businesses
Objective Increase frequency, build mailing list
Target All customers
Many consumers take their vacation at the same time of year, every year,
for their entire lives. Being there to remind them about your business
about three months or so before they arrive, when they are most likely to
be making travel decisions, is an important promotional tactic.
Existing Customers ✹ 95