(OK, this isn't the exact picture they used. I believe it's Miss Ecuador Universe 2011--photo credit unknown. But it's a VERY similar photo that they used to sell rustic furniture.)
My guess is that it is not what this store really truly wants. I checked out their website and they have a man doing a chainsaw carving demo in front of the store. It's not a fancy place, although they do have some beautiful items for sale. But I can't imagine that a rustic furniture store in rural PA is so highbrow that they're intentionally excluding anyone from shopping there. I would bet that if someone wants to furnish their house, camp, cabin, whatever, with rustic furniture, this store wouldn't turn them away.
The other feeling I got from seeing their billboard is that their store is too expensive for me. Even if I needed a new set of Adirondack chairs, I might drive past, assuming that if they sell them, they'll be out of my price range.
I think this is a valid point for any business to think about...not only what your marketing says about your company, but also, to whom it is marketing. If you're scaring potential clients by projecting the wrong image, you are losing business. You need to let them know that not only are you selling something they want and need, but also that they are welcome to shop there (unless of course, they aren't. But that's for a different blog).
Advertising is expensive. Not only getting the design done by a professional designer, but add in the cost of printing that brochure or rack card, or leasing that billboard space, or buying that ad, it adds up. You need to make sure the finished product clearly shows what you are really selling, and is targeted at the correct audience. Not sure if you're projecting the right message? Ask! Ask friends, family, existing clients, anyone, what they think of the image you're sending out with your advertising. As always, I'm happy to help you make sure YOUR marketing is headed in the right direction.
Cheers - Kelly