Why Year-round Promotion Is Best

Continuity in advertising and promotion schedules has proven its value in a number of significant areas. In-depth research has conclusively verified the following three facts:

1. Readers forget individual ads or direct mail pieces. They develop beliefs or perceptions about your product or service as a result of more than one message. These beliefs are formed only through continuous, regular advertising. What prospects believe about you governs the way they will act toward you. Recent surveys have shown that after 90 days only 10 percent of readers remember the average ad, mailer or sales call.

2. Most people cannot be motivated to buy after reading a single message. Businesses buy when they are ready, not just when you run your ads. There is no best or worst season or time of year to advertise.

In addition, just as with a salesman's call, more than one contact is often needed to build identification, credibility and awareness of your product or service applications.

And, why give the competition an opportunity to sell its product when you aren't there?

3. The people you want to sell to are constantly changing. People you previously sold to are moving away, new faces are moving in. Some prospects will satisfy their needs and no longer be a prospect. New prospects will develop as old products wear out or need replacing. Advertising continuity reaches both existing customers and new prospects.

It isn't always necessary to run a new ad every insertion, or drastically change your website often. Effective ads can be repeated a number of times in the same publication throughout the year and still be productive.

4. For many companies, a website is the perfect solution. It can provide a wealth of information, and allows visitors to see only those areas in which they have an immediate interest. They can then return at their leisure and see more. Your online catalog is available 24/7. When product or services information changes, it is far more economical to change the website than to reprint and re-distribute a brochure.

An Internet website is, by far, less expensive than the cost to prepare and print a color brochure, catalog or mailer, including the distribution expenses each requires.

5. A website can extend the company’s reach into new geographic areas, quickly introduce new products, test various pricing strategies or special offers, or make direct contact with prospects representatives may not have called on.
.