Why Advertise?

We not only aim to deliver an effective advert exposure, brand recognition, peace of mind and increased leads for our customers, we also aim to justify our extensive understanding of this Industry. Our ability to ensure your advert reaches your potential customers is imperative for you and your confidence in us.

We are very confident your business advert needs to be in our effective and productive hands. Please find below our 10 main reasons for advertising with us and our basic formula’s of advertising.

1 Advertise to reach new customers.

Your market changes constantly. New families in the area mean new customers to reach. People earn more money, which means changes in lifestyles and buying habits. The shopper who wouldn't consider your business a few years ago may be a prime customer now. Remember 20% of families will move this year, 5 million people will be married and 4 million babies will be born*.

2 Advertise continuously

Shoppers don't have the store loyalty they once did. You must advertise to keep pace with your competition. According to our extensive market research, Mobility and non-loyalty are rampant. Stores must promote to get former customers to return and to seek new ones.

3 Advertise to remain with shoppers through the buying process

Many people postpone buying decisions. They often go from store to store comparing prices, quality and service. Advertising must reach them steadily through the entire decision-making process. Your name must be fresh in their minds when they ultimately decide to buy.

4 Advertise because your competition is advertising

There are only so many consumers in the market who are ready to buy at any one time. You'll need to advertise to keep regular customers and to counterbalance the advertising of your competition. You must advertise to keep your share of customers or you will lose them to the more aggressive competitors.

5 Advertise because it pays off over a long period

Advertising gives you a long-term advantage over competitors who cut back or cancel advertising. A five year survey of more than 3,000 companies found advertisers who maintain or expand advertising over a five year period see their sales increase an average of 100%. Companies, which cut advertising, averaged sales decreases of 45%.

6 Advertise to generate store traffic

Continuous store traffic is the first step toward sales increases and expanding your base of shoppers. The more people who come into the store, the more possibilities you have to make sales and sell additional merchandise. For every 100 items that shoppers plan to buy, they make 30 unanticipated "in the store" purchases, our recent survey shows.

7 Advertise to make more sales

Advertising works! Businesses that succeed are usually strong, steady advertisers. Look around. You'll find the most aggressive and consistent advertisers are almost invariably the most successful.

8 Advertise because there is always business to generate

Your doors are open. Salespeople are on the payroll. Even the slowest days produce sales. As long as you're in business, you've got overhead to meet and new people to reach. Advertising can generate customers now and in the future.

9 Advertise to keep a healthy positive Image

In a competitive market, rumours and bad news travel fast. Advertising corrects misleading gossip, punctures "overstated" bad news. Advertising that is vigorous and positive can bring shoppers into the marketplace, regardless of the economy.

10 Advertise to maintain employee morale

When advertising and promotion are suddenly cut or cancelled, salespeople may become alarmed and demoralized. They may start false rumours in an honest belief that your business is in trouble. Positive advertising boosts morale. It gives your staff strong additional support.

Remember 'AIDA'

There’s a classic formula used by advertisers and its well worth remembering. The formula is AIDA. This stands for:

Attention
Interest
Desire
Action

If you follow this formula in every ad that you write or produce, you will greatly increase your chances of success.

Attention – the first thing your ad needs to do is grab the reader’s attention. You achieve this with your headline.

Interest – once you’ve got their attention, you need to create an interest in your product or service. 

Desire – There is a big difference between being interested in a product or service and desiring it. You need to convert the reader’s interest into a strong desire for what you are offering.

Action – Even if someone desires what you have, it is not enough until they take action. At the end of the ad you need a call to action. Tell people exactly what they need to do to follow through and make it easy for them to do so. This is where many people go wrong. Even if you have a good ad, you still need to tell people precisely what to do - how to take action.

Benefits, Benefits, Benefits!
One of the principles that should drive all of your marketing is communicating the BENEFITS of your product or service.

Your ad needs to be a personal communication to the individual reading, hearing or seeing it. And it needs to be about them. It needs to address their needs, desires and fears and it needs to constantly communicate the benefits of what you are offering. 

Nobody will buy anything from you until they have explicitly understood how they will benefit from what you have to offer. So here’s a useful tip. When you’ve written your ad, imagine stepping into the shoes of your prospective customer. From this perspective does the advert fully convey what those benefits are? If not go back and fine tune the ad until it feels right.