Page 12 Advertisements Column 1

Ruapehu Bulletin, Volume 7, Issue 339, 12 June 1990, Page 12

1 0 reasons why I should increase your newspaper advertising when business gets tough I or we're in an economic 1 Whether business is good or slow, you have to get your many times your investment in store traffic and saies, share of whatever business is around. Cutting back your 6 Remember how long it took you to get started? Once advertising puts you atadisadvantageattheverymoment you build up a business, you can keep it going with a I when you need an edge. Increasing your advertising moderate, consistent advertising programmes. But if gives you the edge. you cut your advertising and lose your hold on the I 2 In time of uncertainty, consumers are careful and a little public's awareriess you'll find it's much harder to build it reluctant to spend. They want to be sure before they buy; up again. It's sort of like starting all over. they want information. One of the main ways they get 7 Your advertising ispartof your saies force.Ads helpto information about products, services, prices, and values pre-sell the customer and he!p you close the sale faster. I is from advertising. Yours - or somebody elses. What saves you time saves you money. 3 Maybe you figure other retailers in your line are going 8 You say your customers know you and for a while at to cut back their advertising, so its safe for you too. Right? least they'll keep coming in even if you don't promote? Wrong! You're in competition for the consumer's dollar That'spartly true, butshort-sighted. Remember, oneout with every other retailer in town, no matter what he sells. of five New Zealands moves every year. So there's a People have only so many dollars to spend and if they steady flow of your customers out of your market and a don't spend them for what you sell they'll spend them for corresponding influx of new folks who don't know you at something else. all. Tell them about yourself. 4 "Slow" times ahead? Perhaps, but there are more New 9 Here's a hard fact to chew on. Over any given period, Zealanders working now than ever before. More women a company that advertises below the industry average working too, adding to family income. People still need has saies that are below the industry average. and want goods and services and will spend for them. There is plenty of business out there. Your competitors will be bidding for their share - and yours. 10 Advertising is "news" - about products and services. 5 You can't do much about most factors in the market- Most shoppers look for this kind of news in the pages of place .. rent, labour costs, price of merchandise, what the their newspaper. Inflush times, retailers often experiment I competition will do. But one thing you do control is your with other media. But when the going gets tough, they own promotion. Remember that advertising is not just a concentrate their efforts in the newspapers because it costofdoing business. It's aproven saies tool that returns provides an immediate payoff at the cash register. I ADVERTISE IN THE RUAPEHU BULLETIN. PHONE 58532 I