Advertise Because it Pays Off Over a Long Period.
Advertising gives you a long-term advantage over competitors who cut back or cancel advertising. A five year survey of more than 3,000 companies found Advertisers who maintain or expand advertising over a five year period see their sales increase an average of 100%. Companies, which cut advertising, averaged sales decreases of 45%.
Advertise to Keep a Healthy Positive Image.
In a competitive market, rumours and bad news travel fast. Advertising corrects misleading gossip, punctures “overstated” bad news. Advertising that is vigorous and positive can bring shoppers into the marketplace, regardless of the economy.
Advertise to Reach New Customers.
Your market changes constantly. New families in the area mean new customers to reach. People earn more money, which means changes in lifestyles and buying habits. The shopper who wouldn’t consider your business a few years ago may be a prime customer now.
Advertise to Remain With Customers Through the Buying Process.
Many people postpone making decisions when considering buying or using a service. They often compare prices, quality and service. Advertising must reach them steadily through the entire decision-making process. Your name must be fresh in their minds when they ultimately decide to buy.
Advertise Because There is Always Business to Generate.
You are ready to work. Even the slowest days produce sales. As long as you’re in business, you’ve got overheads to meet and new people to reach. Advertising can generate customers now and in the future.
Advertise to Make More Sales.
Advertising works! Businesses that succeed are usually strong, steady advertisers. Look around. You’ll find the most aggressive and consistent advertisers are almost invariably the most successful.
Advertise Because Your Competition is Advertising.
There are only so many consumers in the market who are ready to buy at any one time. You’ll need to advertise to keep regular customers and to counterbalance the advertising of your competition. You must advertise to keep your share of customers or you will lose them to the more aggressive competitors.