One good way to reinforce your relationship with customers is to plug them whenever you can. At San Luis Sourdough, a$3-million bakery in San Luis Obispo, Calif., that means running ads in the company newsletter promotingcustomers.

Linda and Dave West, who own and manage the business, say they could have found paying advertisers for the quarterly six- toeight-page publication, which goes out to the company's 80 employees. Instead, they use the space to promote whatever theircustomers want and, of course, mention that those businesses carry the company's bread. "It's another way to thank the peoplewho do business with us," says Dave West.

Copyright 1995 G+J USA Publishing