1- 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.
Remember20% of families will move this year, 5 million people will
be married and 4 million babies will be born*.
2- Advertise Continuously.
Shoppers don't have the store loyalty they once did. You must
advertise to keep pace with your competition. The National Retail
Merchants Association states: "Mobility and non-loyalty are
rampant. Stores must promote to get former customers to return and
to seek new ones.
3- Advertise to Remain With Shoppers Through the Buying
Process.
Many people postpone buying decisions. They often go from store to
store comparing 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.
4- 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.
5- 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 foundAdvertisers 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%.
6- Advertise to Generate Store Traffic.
Continuous store traffic is the first step toward sales increases
and expanding your base of shoppers. The more people who come into
the store, the more possibilities you have to make sales and sell
additional merchandise. For every 100 items that shoppers plan to
buy, they make 30 unanticipated "in the store" purchases, an NRMA
survey shows.
7- 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.
8- Advertise Because There is Always Business to Generate.
Your doors are open. Salespeople are on the payroll. Even the
slowest days produce sales. As long as you're in business, you've
got overhead to meet and new people to reach. Advertising can
generate customers now.and in the future.
9- Advertise to Keep a Healthy Positive Image.
In a competitive market, rumors 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.
10- Advertise to Maintain Employee Morale.
When advertising and promotion are suddenly cut or canceled,
salespeople may become alarmed and demoralized. They may start
false rumors in an honest belief that your business is in trouble.
Positive advertising boosts morale. It gives your staff strong
additional support.
