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Why advertise?
Here are 20 reasons:
- Awareness - Customers can't call if they don't know you.
- Preference - Just because they know you, it doesn't mean they will call you or buy from you.
- Reinforce your company with existing customers - your competitors want your customers. It is easier to retain a customer than to replace a customer.
- Visibility - Make sure you are more visible than your competition.
- Persuade - You cannot force people, but you can persuade.
- Remind them - I am sure you know how much people forget. Keep reminding.
- Make sure you support distributors. They will appreciate it and sell more.
- Retain & Attract new employees - prospects aren't the only ones who see your ads.
- Launch a new product/service - word of mount just takes too long.
- Promote your special events - trade shows, seminars, open houses
- Show that you are a player - to your customers, prospects, and shareholders.
- Make your company appear larger than it is -- even if you're not the leader, it will appear that way.
- Maintain your market leadership position - everyone is coming after you.
- Sell Deep - even the best sales force doesn't know all of the influencers.
- Find the Buyers - influencers and teams constantly change.
- Challenge your competitors - don't let them control the message in the market.
- Control the message - tell your story. Corporate overview, special offers, free samples.
- Promote other products/services - don't forget your other revenue streams.
- Maintain contact - it takes about 5 calls to make a sale. Most salespeople give up long before this. Advertising shortens the process.
- Take advantage of the resources of your publication - some of them can provide purchasing research (i.e. pre-qualified sales leads) that identifies buyers for your products/services.