Find a way to build this into your routine. The more people you talk to and learn about (with regard to your product or service) more you will know what your customers really want from you.

The fun thing about this is you meet a lot of wonderful people in process. And, you develop ability to match your company's strengths with what your market wants. You find out what you can and should offer as well as what you can't or should not offer.

The other nice thing about this idea is that it helps me remember that we are in business to serve our customers. That is our top priority. If we do that well, rest falls into place.

This company has done a great job building their brand equity. For years they have invested a lot of money to keep their name in front of their current and potential customers. And it shows by how well recognized they are in this area.

Do they spend too much on advertising? Do they spend too little?

My answer would be that if they are seeing level of sales they want given advertising budget they have committed to, then they are spending right amount.

You never know for sure. But by committing resources to building awareness and then sticking with it over long haul, this company has developed a huge amount of brand equity which translates to value for their business.