Why advertise?

If you sell goods or services, you need to tell people you're out there. That's what advertising is for. You may also want to increase your sales and grow your business; you'll need to advertise to do that, too. But let's get specific—why do you in particular need to advertise your business? It depends on what you need to do.

Reach New Customers

You want to increase your customer or client base and grow your sales. You may want to do it gradually over time, or generate an immediate flow of traffic to your location. Either way, you need to build the right message and put it in front of the best audience—those most likely to use your business—and tell them: (1) who you are, (2) what you do, and (3) why you do it better than the next guy. If they don't know you exist, they can't use your business. And, if the other guy's message is louder or more relevant, they may choose him over you.

Stay Top of Mind

You already have a solid customer base that you want to keep. However, you have a business that your customers only use every now and again, like tax accounting or auto repair. Or perhaps you sell a long lasting product that your customers don't buy all the time, like roofing or furniture. You need to stay “top of mind” so that when they do need your service, they come to you. Advertising keeps you on customers' minds, so they remember you when they need you, or even when their family and friends need you.

Create a Positive Image

You may not be the only provider of your service or product in your area, or even in your neighborhood. How do you stand out? Advertising can put you at the top of the stack. Often, only the most successful businesses can advertise heavily, so placing advertising everywhere contributes to a customer's perception of success for that business—especially businesses that use more glamorous advertising media like television. Sometimes simply putting your business on television or radio lends a credibility you didn't have before. Your prospects believe that if you can be on television, you must be the best in the game!

Promote an event

If you're having a sale, a special offer, an event, an opening, or even a new product launch, advertising is the best way to let customers know. Even if you don't regularly advertise, marketing during a special time is the best and most powerful way to drive traffic to your business. In fact, if you don't usually advertise, this is the right time to put your message out there and inform your client base—and new prospects—that you're doing something special.

No matter what reason you decide to advertise, remember that advertising doesn't have to be a mysterious, best-guess, unaccountable expenditure. It is an investment in your business, and you can budget for it, track it, and expect results from it. We can help.