Business is a democracy, but it's not the staff who get to vote. Chains direct their advertising at everybody, but there are quite a few of us that don't need everybody to hear our message. We need to concentrate on getting our message to those that matter. We garner most of our business from within three miles. We don't need for everyone within a twenty mile radius to know about us.
Nothing is more pathetic than hearing independents whine about being outfoxed by the chains.
Independents can react to the market much quicker than the behemoth chains that go through six months of development before a marketing tool makes it to market. With a good computer, printer and some creativity, an independent can jump on it in a day. One more rant, please. If you need help, read some books. If you still don't get it, hire a consultant.