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Advertising for the Heck of it

Submitted by Mitch Seigel on Tue, 3/19/2013

This week one of my prospects poised the question to me, “Why advertise, everyone knows my store and what I sell?” Where have I heard that before? Literally about a thousand times, during the past 35 years in the business.

Sometimes I know it feels that way, that everyone is aware of me so why spend the money? You know what, that may be true in some instances. That doesn’t ever mean that investing in advertising your products or services should stop.

Your target customers may be also shopping at your competitors store and so advertising should occur to gain bigger share of dollars spent. They may also be buying only a few items that you stock and are missing some great products you carry. And in many cases they could be coming in more often to buy from you, and that’s a great reason to continue to advertise.

In each of these examples a different message needs to be sent to the market. This means creative needs to be changed repeatedly as products and services offered are changed. When this is done the consumer sees that you keep things fresh and up to date. This is now establishing your brand for future needs by the customer.

You should never advertise for the heck of it. Always have purpose and focus and you will reap the benefits if placed correctly.

What are your challenges when it comes to the question, why advertise? I look forward to hearing your comments. Until next time…