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Ten Reasons to Advertise Frequently
1. People have new wants and needs every day.
Very few people need any specific merchandise item on any given day. In half of all general merchandise categories measured in a 2000 consumer shopping study, the consumer's decision to buy and the actual purchase were made in one day. Frequent advertising reaches this "thin market" when they are ready to buy, not just when you are ready to sell. If you keep your name in front of your potential customers, you greatly increase the likelihood of a call.
2. Frequent advertising reaches your customers (regardless of reading habits).
Frequency builds awareness, awareness builds familiarity, and familiarity builds trust. Conventional wisdom says that your audience needs to be exposed to your ad 2.5 times to sink in and to build awareness. Just like dieting, advertising gets the best results over time. Each ad builds on prior brand recognition.
3. 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, or for contracting to run a certain amount of space over time, or investing a certain amount of money, newspapers recognize the need for frequency and encourage customers to use it.
4. 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.
5. Frequent advertising helps you beat your competition.
If you are not advertising as much as your competition is, who is more likely to reach the consumer who is ready to shop?
6. Every day you:
Open your store.
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.
7. Advertising frequently = higher-than-average results.
Every business needs new customers every week. A study conducted by the Advertising Research Federation and American Business Press measured the profitability of products that were advertised with varying frequencies to discover that the more frequently advertised products resulted in higher profits.
8. Frequent advertising helps you spread your sales evenly throughout the year.
You can avoid spikes in customer traffic, use resources efficiently and manage inventory.
9. Frequency helps your advertising cut through the clutter.
Have you ever trained a puppy? Did you find yourself repeating your commands? Was that more likely to get the pup to change its behavior? Repeating yourself to a target consumer increases the odds that your message will get through.
According to djnr.com, morning-after recall of most major TV campaigns varies, but it generally falls below 10 percent. If you come in at 10 percent, you are a success even though 90 percent don't even remember the ad. Of those who do notice it, very few focus on it and fewer still understand it. Even fewer are motivated to act it.
10. People forget!
What are the statistics about how fast people forget? It used to be that something like 80 percent forget a message in 24 hours. But I forget.
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