1.YOU MUST ADVERTISE TO REACH NEW CUSTOMERS
Your market changes constantly. New families in the area means new customer 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 maybe a prime customer now. Remember…
• 20% of families will move this year
• Five million people will be married
• 3.3 million 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 the 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 decision. 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. And to counterbalance the advertising of your competition, you must advertise to keep your share of customers; or you will lose them to more aggressive competitors.
5. YOU MUST ADVERTISE BECAUSE IT PAYS OFF OVER A LONG PERIOD OF TIME
Advertising gives you a long-term advantage over the competition 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 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 unanticipated “in-the-store” purchases, and 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 and consistent 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 generates 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 MORALE
When advertisers 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.