Positioning for Maximum Impact

Tricks Of The Trade is a monthly feature brought to you by the Board Retailers Association where shop owners or noted experts share their opinions and advice on store-management issues. To suggest topics you’d like covered, send an e-mail to: sean@twsnet.com.

It’s 11:30 p.m. eastern standard time, and a landlocked surfer in NYC is searching for a vacation to get him out of the Big Apple and into the ocean he misses.

Like many on Wall Street, he initializes his vacation plans with a search on Google. Within seconds of typing in