“The purpose of advertising is to increase the exposure of a business beyond what’s provided by its physical location. An extremely high Cost of Occupancy (rent) for a landmark location is often the least expensive advertising available. Businesses who save money by investing in weak locations always have to advertise much more heavily.” - Roy H. Williams
Your Cost of Occupancy (rent) should be designated as a line item in your marketing budget. This allows you to analyze your current location in terms of marketing investment:
Am I in a location with the best possible return on investment? What signage is allowed? How much drive-by traffic / foot traffic? How convenient is the parking for customers?
Ideally, your location will offer the best visibility and access for the least amount of rent or mortgage payments.