10 Reasons to Advertise During the Holidays
Did you notice the tire ads in the paper today? If you need tires you did. If not you probably didn’t give them a second glance. Not everyone is your customer every day. But each and every day there is a portion of the population that is looking for your product. And you need to be there when they are ready to start looking for that product. That’s why you can’t afford not to advertise during the holidays. But if that example alone won’t convince, here are 10 more that will enlighten you.
1. Keep Up with you Competition
Your competition is surely advertising. If they’re not, you have a huge advantage!
2 Increased sales numbers.
We’ve seen clients experience a 50% sales increase (or more) from a holiday ad campaign!
3. TOMA (top of mind awareness)
During the holidays, people have a number of things on their minds. Even if you’re not selling gifts, you don’t want them to forget about you.
4. Don’t Break Your Frequency!
You’ve made a big investment in getting your name out there. Don’t just stop advertising because of a perceived lack of readership when in reality home improvement decisions are made over the holidays while families are together, relaxing and completing their home environment.
5. More than 4 out of 5 Adults Continue to Read Magazines During the Holidays.
Readers continue to read during the holidays. It is a myth that readership declines as our call volumes can attest.
6. Name Recognition
When a customer thinks of a product, whom do you want them to think of: Target, Wal-Mart or you? It’s pretty hard for them to immediately think of you if they don’t see your name anywhere.
7. People often take their time when buying
I often use a laptop when I travel and the time is coming for a new one. So I’ll be shopping for that. Am I going out to buy it tomorrow? Probably not. I’ll start watching the ads, studying the available brands and assembling the features I need. I may not make the purchase for several months, but when I do, I will probably have a dealer in mind and they will get a shot at my business.
8. Customers Forget
Did you happen to see an ad today for Coke, Pepsi, McDonalds, Burger King or Wendys’? I’m guessing you probably did or at least someone in your family did. The reason for this question is why? Isn’t the hard work done? These companies have certainly established their brand names.
In the case of Coke it’s arguably the most well known brand name in the world. So why not cut back on the advertising a little? Put some of that ad money to the bottom line or make the stockholders happy with an extra dividend. The reason is very simple- We the customer forget without constant reminders. Each day a customer doesn’t hear about your company is one more day they start hearing about your competitor.
9. Customers Move
It’s estimated that the population of towns completely turns over every seven years. Studies show that 25% of your customers will move each year. A tip I have given for years is to have a yearly “Grand Opening” to attract that new 25% percent who move to your selling area each year.
10. It Takes a While to Ramp Up
Have you ever noticed that when you haven’t used your hose in a while, it takes some time for the water to exit the spout from the time you turn on the faucet. The same is true in marketing. When you completely stop advertising, you can’t expect that when you start up again, that the leads in your pipeline will instantly be gushing. You know you are going to be highly motivated come the New Year to ramp up your business. Make that effort more attainable by continuing to advertise over the holidays.
Source: Magazine Advertising Bureau/Robert Sharp & Associates