Getting the word out.

Our first TV ad campaign on Channel 4 just came to a close after a six-week run and I'm pretty happy. While I don't have any scientific analytics to compare dollars spent to revenue generated, customer feedback has told some fascinating tales.

We were confident we'd see results but the cost did cause a few sleepless nights. Our goal was broader than just getting people in during the course of the campaign; it was...and still is...that folks would be curious and remember us in the future when they needed what we sell or if they 're regularly commuting through or around Concord. But not stopping.

It's a lot like our theory about the annual, downtown Sidewalk Sale. We don't necessarily count on a blockbuster day each year. More importantly, we want people to come in and discover us and remember us in the future. For small businesses, there's nothing like a Returning Customer.

While it's still too early to gauge what kind of results we'll get down the road, we had many an interesting conversation with people who visited us after they saw the spot. "I just love stores like this." "Glad we found you!" "I never knew you were here." "Keep selling American-made!"

Those and other variations of comments are just a few we heard from visitors from Winchendon, Methuen, Scituate, and Providence, to name a few. Just yesterday, a nice couple was in as a result of the ad. They'd come all the way from Martha's Vineyard after hopping a ferry. Impact! We love it!

Okay, all that stuff is a bit of an ego boost but it goes a long way in justifying the expenditure. We just have to hope for a long-term effect.

But the comments that intrigued us most were those about Concord as a whole. We've given plenty of directions to landmarks and historic sites over the years. As the ad ran, however, all these new visitors spoke about was the great shopping in Concord! Many of the people who'd seen our ad had never been to town before but they were certainly making the best of it. While they were here, they ate at local restaurants or hit the coffee shops and bakeries. First-timers to Concord Cookware had shopping bags from Artisans Way, Nesting On Main and FootStock. They asked where they could buy flowers, visit a pharmacy and get a candy bar. In each case, we could give them an easy answer.

That's Concord. If there's something practical that you need it's pretty much within walking distance. And that was a surprise to many. Hopefully, that fact will surprise their friends, too.

Again, the final results won't be in for some time. We're in the "wait and see" segment of our program, I guess. But if there is a healthy and consistent uptick in business down the road, let's hope it's from Returning Customers who need more than just kitchen stuff.