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March 25, 2011 |
- Whether we like it or not, advertising profoundly influences buying decisions. We should love this fact because it offers us a powerful tool to increase our sales if we do it properly. Pepsi, Coke, McDonalds, Home Depot, Walmart, Sears, Starbucks, Target, etc. etc. etc. are all incredibly successful businesses in part because they spend lots of money to tell us who they are and what they have to offer over and over again. They have lots of money because they spend it reminding us of their message. They don't spend it because they have it. And this does not only pertain to these national corporations. Many of our local businesses do very well also because they advertise appropriately. It is essential for business owners and managers to understand this causal relationship.
- Getting new customers: No matter how long you have been around, not everybody knows who you are, not even close. People move in to the area every year and they don't know who you are. Some your customers move away every year. Some of your customers die every year. We need new customers not just to grow, but to combat the natural attrition that takes place in every town and region.
- Reminding your existing customers that you are still here.
- Many of your customers are willing to shop elsewhere. Many of them already do and you only get some of their business. You advertise to get as much of their business as possible and allow as little as possible to go to your competitors. Advertising helps you get more of the spending dollars of your existing customers.
- People don't always go to the same store to buy paint.
- People don't always go to the same store to buy clothes.
- People don't always go to the same store to buy hardware, greeting cards, appliances, electronics, jewelry, etc.
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