Your message needs to be consistent

Keep your message clear and consistent. Create a delivery schedule which can be recognized -random whim marketing does not work. On average your ad is seen 7 times before someone even takes notice. It can take another 7 times before they may even consider contacting you. The brand has to be consistent, the message clear and the same. You can not afford to advertise as and when you have the money because each time you do it is like starting over again. Nor can you market only when business is slow.