10.5 Reasons to Advertise

TEN (and a half!) REASONS TO ADVERTISE
1. YOU MUST ADVERTISE TO REACH NEW CUSTOMERS:Your market changes constantly. New families in the area mean new customers.
People earn more money, which means changes in lifestyles and buying habits.
The shopper who wouldn’t consider your business a few month or years ago may
be a prime customer now. Remember: 20% of families will move this year. Five million people will be married. 3.3 million babies will be born.
2. YOU MUST ADVERTISE CONTINUOUSLY:
Shoppers don’t have the store loyalty they once did. Automobiles give shoppers
mobility and freedom. 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. YOU MUST 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. YOU MUST ADVERTISE BECAUSE YOUR COMPETITION IS
ADVERTISING: There are only so many customers in the market ready to buy
at any one time. You’ve got to advertise to keep regular customers. And to
counter balance the advertising of your competition. You must advertise to keep
your share of customers, or you will lose them to the most aggressive competitors.
5. YOU MUST 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 maintained or expanded advertising over a five year period saw
their sales increase an average of 100%. Companies, which cut advertising,
averaged sales increases of 45%.
6. YOU MUST 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 your 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 anticipated “in the store”
purchases, a NRMA survey shows.
7. YOU MUST ADVERTISE TO MAKE MORE SALES:
Advertising works. Businesses that succeed are usually strong, steady advertisers.
Look around. You’ll find the most aggressive advertisers are almost invariably
the most successful.
8. YOU MUST 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. YOU MUST 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. YOU MUST ADVERTISE TO MAINTAIN STORE MORAL:
When advertising and promotion are suddenly cut or cancelled, salespeople may
become alarmed and demoralized. They may start false rumors in an honest belief
that your business is in trouble. Positive advertising boosts moral. It gives your
staff strong additional support.
10.5 TO MAKE MORE MONEY
Isnt that one of the reasons to be in business ?