“A man who stops advertising to save money is like a man who stops a clock to save time.”
– Henry Ford
Advertising is the cornerstone to the success of a business. In these extraordinary economic times your competitors have slashed advertising budgets therefore removing themselves from the consumer. This offers a golden opportunity for the smart, savvy business owner. It's like being at the Superbowl and you are the only one with a concession stand.
The fact is that the majority of the population is still working and spending money. Americans are becoming smarter with their finances and are looking for specific goods and services that your company provides. By being aggressive and smart with your advertising dollars you are demonstrating to your customers and your competition that you run a strong and reliable business.
As you read this article, consumers are spending money but who is gaining their loyalty? The businesses that are putting themselves in front of the consumer with creative and value based marketing promotions are capturing a larger share of the market. Now is not the time to let the overall negativity in the general media determine the fate of your business. Now is the time to find your customer and prove your staying power.
McGraw-Hill Research analyzed the performance of 600 companies from 1980 through 1985, including the 1981- 82 recession. Their findings showed that “firms that maintained or increased ad spending during the recession enjoyed significantly higher sales growth, both during the recession and for the next three years versus those that eliminated or decreased advertising. By 1985, sales of companies that were aggressive advertisers during the recession had risen 256 percent over those that decreased their advertising investment.”
You may be asking yourself, “So, how do I find customers in this economy?” There are several questions that you must address before starting your advertising campaign.
• What is your objective?
It is very helpful to note your “mission statement” on a separate piece of paper describing what your overall objective is.
• Do you have a clear business and marketing plan?
• Do you have a clear understanding of your market and target audience?
Who do you want to reach? How much is the average “spend” for the consumer?
• What is your price point and R.O.I.?
• Who is your competition?
What are they spending on advertising? How long have they been in business? What is their market share?
• What do you want your “ramping-up” period to be?
• Do you understand the psychographics of your advertising?
What are you really saying to your customer?
All of the above questions can be very overwhelming when you are trying to run the day-to-day operations of your business.
TNT Marketing and Design will help you answer all of these questions and take your business to the next level. We will create a smart and savvy campaign that will get you results and create staying power. Request a quote online or call 866-589-9201 today.
