Any amount of advertising cannot create the need for a consumer to buy you product or use your service IF THEY DON'T HAVE A NEED.
If your washing machine works fine, would a sale on washing machines get your attention? NO. What if they were half price? SO? Your car tires have 6,000 miles on them and the local tire store has buy one tire get one free. Do you buy them? It's a good deal. Sorry, don't need tires.....today. I will in 30,000 miles though.
Too many advertisers expect advertising to have an instant impact on their business. Advertising can only motivate consumers that are ready to buy because they have a need or want OR create a preference for when someone has a need.
When creating an advertising campaign, you must decide a direction. Do this with 2 simple questions.
1. Why would a consumer shop your store? What do you want people to know about you to persuade them to put you at the top of their mental rolodex when the want or need arises. This is the best long term strategy.
2. Why would a consumer shop your store TODAY? For that small percentage of the population that are in the market right now. Do you have a special offer or sale? Something that would make people that have a want or a need choose to come in today. This one is a little like playing in a mind field. Is your price the best? Is there a need in the market TODAY? What are you saying to people that are not in the market to buy today? Do you set yourself up to be the low price (a low margin) provider.
It is possible to combine the two for best results, but it takes some thought and planning. Contact a trained professional for help! Let me know and I can steer you in the right direction!
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