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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
Continously.
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.
* National Center for Health
Statistics
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