The value of home and garden shows varies from market to market, but sponsorship and attendance are way down. Do not fall victim to the belief you must participate because your competition might be. Direct these dollars into geographic specific cable television spots to run during the week the show is in town.

Although bill boards are rarely effective for service companies, the recent glut of this ad space is making for some amazing deals and might be a great place to move newspaper advertising dollars.

This is a short list of possible places to cut marketing costs. The larger point is in unpredictable times it is essential you respond to the market instead of reacting by re-evaluating what your advertising dollars are generating in terms of cold hard cash. If you can't see a direct link between the ad and an increase in sales, it's time to make a change.

Michael Hart is a speaker, author, talk radio host and shameless publicity hound. His marketing and publicity strategies have been featured in numerous magazines including: Selling, Forbes, Entrepreneur, Sales and Marketing Executive Report and many others. He is the co-host of the popular weekly home improvement radio program HOUSE STUDS www.HouseStuds.com He can be reached at (866) 238 5294 or michael@MichaelHartSpeaks.com