Advertising is one of the most important investments a business can make. If you stop advertising, you’ll eventually run out of leads and be limited to the customers you already have. This is why sustained advertising is key. It continues month after month, building recognition and trust for your local brand. Research published in the Journal of Marketing shows that sustained advertising leads to higher profits and sales, while short-term advertising does not produce consistent results.¹
▶ TOP-OF-MIND AWARENESS
Advertising isn’t a quick fix solution. It takes consistent effort, time and nurturing to grow your customer base. While only a certain percentage of people who see your ad will take immediate action, focusing on sustained advertising across digital and print formats helps create brand awareness so when customers are ready to buy, your business is already top-of-mind.
▶ DON’T FORGET ABOUT DIGITAL
Did you know that digital advertising can drive your long-term growth? New research by Nielsen, Nepa and GfK shows that businesses are undervaluing advertising if they only measure its short-term outcomes.² Digital advertising is extremely effective for building long-term brand ROI, which is a key part of any good marketing strategy. When thinking about your marketing strategy, consider all the benefits of consistent digital advertising that can easily be paired with your print advertising efforts.
▶ STAND OUT FROM THE CROWD
It’s likely that your competitors also struggle during tough times or slow periods of the year. While they might use that as an opportunity to cut back on advertising, you can go the opposite direction and increase your advertising efforts. Think of your advertising campaign like a train on a track. Once it gains momentum, it’s difficult to stop. Similarly, campaigns take time to produce results, but once they start to gain traction, the benefits are significant. This long-term strategy will help you stand out from your competitors and reach more potential customers in the long run.
By Jo Peek, Northgate Living CA
Sources: Zhang, Steven. Reasons for Market Evolution and Budgeting Implications. Journal of Marketing: Vol. 72, No. 5. pp. 15-30.
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