Advertising & Marketing
   In small towns even small companies    can advertise on network television.    The company advertises on the    CBS affiliate, on Clear Channel    Radio affiliates and in the local    press. Our ads are simple and    unsophisticated but memorable and    clearly distinguish us from the    competition. We divide our    advertising into three  kinds:

• Advertising the brand (on TV)
   
• Advertising products (on the radio)
   
• Advertising lower prices (in print)

Advertising is our largest expense. We think there is an optimal dollar amount to spend on advertising that generates the most customers for the least dollars. The average cost of a customer per advertising dollar is an important ratio in the business. Currently the company budgets around $4,000 per month in advertising and generates approximately 40 new customers per month through these efforts. SquareOne is the fastest growing sub-prime lender in Billings and we believe that we are the fastest growing lender in the state.

The philosophy driving our marketing effort is the establishment of a strong and recognizable brand. We believe that it is branding that will ensure our differentiation from our competitors. Branding involves not just logos, image and signage, but also customer perceptions about pricing, service and ethics. Square One is conscious of its relative performance in all of these areas, and has created a strong brand image that is quickly gaining recognition the SP market. Much of our initial effort and expense in establishing the business has been incurred in this area. In considering our advertising costs , two main areas that we have also focused on are the acquisition of customers and the retention of customers. These two principles are fundamental to the growth and sustainability of the company.

nalyzing the cost of bringing a customer through the door is the first step in generating a business forecast. Square One will spend $3,000 to $5,000 a month on advertising, with the current target of gaining 40 to 60 new customers a month. We have learned to choose one or two media and saturate them with simple and distinctive ads (see Appendix), rather than spread a limited resource in occasional advertising throughout the full media spectrum.

 

        Feel free to look over some of our current ads:

          Naked           Quickie          Short          Devil