Reasons to Advertise

Increasing store traffic is one of the more popular reasons that businesses have to advertise. Of course the ultimate goal is to turn the increased traffic into more sales. Store traffic is the means to the end, which is increased revenues. To increase traffic flow, you must attract more customers to shop your business. More traffic should equate to more sales and growth as long as all your internal marketing elements are in place. Advertising increases your "top of mind" awareness with potential customers: it keeps you in front of the customer, which makes your business more familiar.

In general, people do business with companies they are familiar with because it feels safer. You've heard the saying "people do business with their friends or people they know". Advertising allows you to "get known" by the masses, therefore becoming either a household name or at least a familiar name to customers. If the customer doesn't know your name, then you aren't even on the radar screen to be included on the shopping list.

You don't have to have a sale or sales promotion to build traffic. Just consistently advertising your business, products, location and proposition (what sets you apart from your competition) can build traffic. Sales and promotions can give you a quick shot in the arm when it comes to traffic flow, but it is impossible to sustain that level for the long term without cutting into your profits.

Customers are not stupid. If you constantly advertise a sale, why should they shop you when things aren't on sale? Don't teach your customers to wait. Use sales copy sparingly and when it makes sense.

The other times during the year use your advertising to "get known" with people who do not know you, and keep your name familiar to old or current customers. Use advertising to get into prospect's heads and then keep using it to stay there. A good slogan to remember is this: if you can get into a customers head, you can get in their checking account.