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Tip: Advertising can be expensive, but it doesn't always have to be. There are many ways to advertise that cost nearly nothing. Every time you or someone from your company is out in public, think of it as an advertising opportunity. Use equipment, such as trucks and uniforms to get your name out there. Make sure you look good and act even better, so that your name will have a positive association with the public. When you do pay for advertising, take the time to define your market. Then, target your advertising accordingly.

Have you ever had a parade? It may sound strange, but to the children of the Olathe, Kansas area, a parade is what they saw when 30-40 Signature Landscape trucks and tractors drove past their bus stops every morning. The parade wasn't intentional, but the community enjoyed watching the long line of company vehicles nonetheless.

Angelo Mino is a former Signature Landscape executive who left the company to start his own consulting business. He recalls that at first, the company had no idea its trucks were a popular sight with area youngsters. Instead of shrugging off the parade perception as a pleasant surprise, the company recognized its deeper meaning. These daily parades were major contacts with the public and, therefore, major advertising opportunities.

Mino says the parade exemplifies the reason that companies must be diligent in maintaining a positive image. He says Signature Landscape is an expert at keeping its equipment clean and styled so that it is easily recognizable as part of the company.

Signature Landscape also focused on defining its evolving public and keeping its marketing on target in this changing environment. "Signature Landscape is in the Johnson City area," says Mino. "It's one of the top ten richest counties-about 78% are categorized as upper or upper-middle class. But corporations were moving into the area, so we had to take advantage of the new growth and change with it."

Evaluate and then re-evaluate your target audience. Find out how the community perceives your company, or if it's even heard of your company. Then work to improve that perception and focus on offering services that your community needs. Always remember that each employee, piece of equipment and truck is a reflection of your company. Make sure everyone and everything leaves the office in tip-top condition.

Mino is President of Summit Consulting, a landscape consulting firm in Lenexa, Kansas.