| |
|
| |
- People have new wants and needs every day. Few people set out to purchase a specific product each day. In half of all general merchandise categories, measured in a 2000 consumer shopping study, the customer’s decision to purchase was made on the spur of the moment. Frequent advertising reaches this “thin market”.
- Frequent advertising reaches your customers - regardless of reading habits. Frequency builds awareness. Awareness builds familiarity and familiarity builds trust. It is estimated that an audience needs to be exposed to your ad 2.5 times for it to sink in and build awareness. Just like dieting, advertising gets the best results over time. Each ad builds on prior brand recognition.
- Frequency offers you the best rates. Most newspapers today offer significant incentives for increasing frequency. Whether these incentives are for repeating an ad in a certain period, for contracting to run a certain amount of space over time, or investing a certain amount of money, newspapers recognise the need for frequency and encourage customers to use it.
- Today’s ad may influence - but tomorrow’s will close the deal for a lukewarm prospect. Like pushing a ball up a hill, it is better to push slowly than to push quickly and run out of energy halfway up.
- Frequent advertising helps you beat your competition. If you are not advertising as much as your competition does, who is better positioned to reach the consumer who is ready to shop?
- Everyday you:
- Open your shop.
- Keep your shelves stocked.
- Keep your phone connected.
- Have your staff come to work.
Shouldn’t you invite customers in by advertising frequently?
Advertising is one of your smallest expenses. Yet, not using it often enough can kill your business. For the average business, the investment in advertising could be as low as 2–3 percent.
- Advertising frequently = higher than average results. Every business needs new customers. A study conducted by the Advertising Research Federation showed that more frequently advertised products resulted in higher profits.
- Frequent advertising helps you spread your sales evenly throughout the year. You can avoid spikes in customer traffic, efficiently utilise resources and manage inventory.
- Frequency helps your advertising cut through the clutter.
- People forget! What are the statistics about how fast people forget? It used to be approximately 80 percent forget a message in 24 hours. But, I forget.
|
|
“Stopping advertising to save money is like stopping your watch to save time”
Anon |
