Advertising!! The top 3 excuses exposed!
It is imperative that you remain at the forefront of a customer’s mind…if you aren’t, someone else is!
Let’s be clear – if you want your business to be successful, you need to advertise.
The goal of advertising is to increase awareness. When did increasing the likelihood of success become optional?
You will never know what your business is capable of unless you speak up.
No matter how you look at it, advertising or social interaction, a business needs to promote itself. It needs to advertise to remain successful. Investing in your businesses future ensures that you will have a future.
Excuse No 1 – Business is really good at the moment I don’t need to advertise
Reasons why you need to advertise when business is strong
- If business is strong and money is coming in, you have an available cash flow to support an advertising campaign.
- A strong client or customer base removes theunnecessarypressure of “this campaign NEEDS to bring in X new customers.” When you focus on the end result you tend to lose sight of the path that gets you there in the first place.
- Current customers may have forgotten about other services or products you offer. They already trust you or your brand. You’ve won 90% of the battle already.
- Advertising works in cycles and may take some time before the prospect becomes a customer. Advertising doesn’t typically make customers want to buy a product or service they aren’t ready for yet. It’s a game of timing. This is why we see the same commercials on television and hear the same radio ads throughout the day. It’s about awareness.
Excuse No 2 - I can’t afford it! No...... you can’t NOT afford to!
If you wait until you are struggling you won’t have the ability to advertise properly.
- Awareness = Existence.
Little to no advertising means you are generating little to no awareness about who your business is and what you offer. It doesn’t matter how great your product or service is if nobody knows about it! Basically put, if you don’t advertise, and do it frequently and effectively—you don’t exist.
- Potential customers are ready to listen—Are you talking?
About half of consumers buy an item within one week of deciding to make the purchase, but the actual purchase time is typically unplanned. As an example, say you decide to buy a new refrigerator. For the next week, you are not only willing to listen to advertisements but eager to in order to see what your options are to find the best deal. They will soak in your advertising like a sponge in order to help them decide where to buy.
- If you’re not First—you’re Last.
Keep in mind that a large percentage of consumers postpone buying and spend a lot of time comparing prices, quality, and service. For these consumers, you want your advertising to consistently reach them throughout their entire decision-making process. Your goal is to become the First Familiar brand that comes to mind when they are ready to buy.
- INTENTION is nothing without ACTION.
An occasional advertisement may help in terms of generating some awareness but it will do little in terms of creating sales. Potential customers may know who you are, and may intend to use your products/services one day—but that’s not going to keep you in business. Consistent advertisements designed with a call-to-action such as limited-time sales, and offers that expire give consumers in the “I’ll have to do that one of these days” phase an incentive to act now.
- Advertising creates traffic, which increases sales.
Advertise to drive traffic to your store, website, or any service location. Once your prospective customer is present you can use limited-time promotions and other call-to-action advertising locally to increase impulse and point-of-sale purchases. A National Retail survey found that for every 100 items consumers plan to buy, they make an additional 30 unplanned purchases!
- Invest in your success.
Consistent advertising gives you an advantage over competitors who reduce or eliminate their advertising. A survey of more than 3,000 companies found that advertisers who expanded or at least maintained a steady level of advertising over a five-year period saw their sales increase an average of 100%, whereas companies that reduced advertising grew at less than half that rate.
Excuse No 3 – I’ve tried it and it didn’t work for my business!
Advertising is an investment – not a lottery ticket. If you were looking to utilise advertising as a quick fix for your sales then you will be sadly disappointed.
It just doesn't work like that. Effective advertising takes commitment, planning and understanding, the most successful advertisers recognize that you must exercise patience and commitment. Running an ad every blue moon in your local newspaper or sponsoring the news for a month on your local radio station is not enough to succeed. In order to effectively reach your customers – and there are many of them out there waiting to hear from you – you need a sustained and committed strategy.
The three key elements of any successful advertising plan are: awareness, education and motivation.
So what is the best way to promote your business?
How can you advertise your business and get your name in front of potential customers when money is tight or you're just starting up?
How can you get the word out about your business in the most affordable way?
Just Think Local makes marketing and advertising your business easy AND affordable.