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If Your Doors Are Open You Should Be Advertising

From "The 33 Ruthless Rules of Local Advertising"
by Michael Corbett

1. People Shop All The Time: You're not advertising to a standing army. You're advertising to a passing parade.
a. Different people are shopping all the time for the goods and services you sell, and they'll buy from you or your competitors. If you want a bigger share of the consumer market, you have to let people know about you. You do that by advertising all the time.

2. People Move: As much as 25% of your market is mobile each year.
a. Each time a household in your area replaces itself, you have a chance to educate and motivate a new consumer. There are always new consumers to educate and motivate.

3. People Forget: How many advertising impressions do you remember from yesterday?
a. You are constantly bombarded with ad impressions from the newspaper you read, to the TV you watch, to the label on your toothpaste.

4. People Often Take Their Time Before Buying:
Most people are impulse buyers, but not when it comes to larger purchases. A consumer can
be in the market for a big ticket item for weeks or months before the purchase is made. Your job is to keep yourself in front of the consumer throughout the buying cycle.
a. Deciding to shop
b. Making final determinations on product, brand, and price
c. Actively shopping
d. Making the purchase

Because you don't know when any particular prospect will be in the market for your product or service, you cover yourself when you advertise all of the time

5. To Establish An Equity Position In The Consumer Community:
An equity position among consumers is: when someone needs your product or
service they think of you.
a. Facial Tissue = Kleenex
b. Photocopy = Xerox
c. Table Tennis = Ping Pong

"Advertising is that force which gets the share of the consumer mind ... which must precede getting an increased share of consumer market."
(Former President of General Foods)