Why Advertise? Here are 12 classic reasons to advertise.
Memory fades over time and advertising refreshes memory. People forget quickly, as the psychologist Hermann Ebbinghaus showed from his studies (known as the Ebbinghaus forgetting curve). He demonstrated a relationship between forgetting and time. That information is often lost very quickly after it is learned. You wonder why advertisements are repeated often. So, they are driven into your brain!
Reach Busy People
Your customers and prospects don’t always have time to see you when you want to see them. Advertising puts your message in front of them more often and gives that message more chances to be seen, paving the way for your “visit.”
Things change; people change. In fact, people change jobs fairly often—about every 5 years, according to data from the U.S. Bureau of Labor Statistics (BLS). Advertising helps you bridge changes in people by keeping your recognition high and your message intact. One of the buzz phrases these days is “one voice to the customer.”
It’s no coincidence that this happened: It has ALWAYS been the case!
Brand Loyalty Builder
Advertising keeps pressure on prospects toward your way of thinking and your service and product. Remember, in an ad, YOU tell your story YOUR way! To succeed in branding, you must understand the needs and wants of your customers and prospects. Then integrate your brand strategies through your company at every point of public contact. Remember that your brand resides within your customers, clients, and prospects. It is the sum total of their experiences and perceptions of YOU, some of which you can influence and some that you cannot. Advertising helps shape these perceptions YOUR way.
Target Decision Makers
Advertising helps you reach people with the authority to buy your products and services, including those “hidden” buying influences you won’t always see, but who see your advertising. Advertising has a way to “penetrate” into areas you can’t.
Since you can’t be “everywhere,” advertising helps you get everywhere by reaching places you can’t reach and filling gaps between your sales efforts. Advertising tells your product and service story again and again, helping your sales. Regardless of whether you are a solo designer or part of a larger organization, you can’t be everywhere. Advertising helps you BE THERE.
Share of Mind
Advertising keeps the pressure on prospects. Even in a cluttered atmosphere, your voice must be heard or forgotten.
Advertising can economically locate and develop prospects before your sales calls, letting you use your sales efforts more effectively.
Advertising helps your products and services become established.
Advertising helps position your company against competitors. It can counter competitive “gossip.”
You can’t always be there when your prospects are ready to buy. Advertising helps you keep selling when your buyers are buying by giving you presence.
Sell Products and Services
Last but not least, you advertise to sell things. People nowadays forget that advertising was created to sell. It still works that way.