"Marketing is very subjective; there are no formulas in advertising and marketing," says Rod Budgell, Senior Vice–President of Strategy at M5 Marketing and Communications, an East Coast advertising agency with offices in Halifax, Moncton, and St. John’s.

While there’s no formula, he says there is one equation to remember: Profitable Business + Exposure = Competition. In other words, a profitable business that knows how to advertise will become even more competitive.

Retailers of all sizes must advertise, even if they already dominate their market, because if they’re doing something right, a successful campaign will ensure that new and regular customers get that message.

Budgell, says advertising is about "securing the future, not just securing today." In other words, don’t be satisfied with what’s working today — use advertising to build stronger relationships for tomorrow.

This Retailer’s Guide offers some budget–conscious, creative advertising ideas that small business owners can use to capture the attention of customers.

In this article, you'll learn about:

• Thinking about your message
• Research your market
• Consider your agency options
• Let your products do the advertising
• Do–it–yourself media