New families in the area mean new customers to reach. People earn more money, which means changes in lifestyles and buying habits. The shopper who wouldn’t consider your business a few years ago may be a prime customer now. Remember….20% of families will move this year.

Shoppers don’ t have the store loyalty they once did. You must advertise to keep pace with your competition. The Retail Merchants states: "Mobility and non-loyalty are rampant. Stores must promote to get former customers to return and to seek new ones.

Many people postpone buying decisions. They often go from store to store comparing prices, quality and service. Advertising must reach them steadily through the entire decision-making process. Your name must be fresh in their minds when they ultimately decide to buy.

There are only so many consumers in the market who are ready to buy at any one time. You’ll need to advertise to keep regular customers and to counterbalance the advertising of your competition. You must advertise to keep your share of customers or you will lose them to the more aggressive competitors.

Advertising gives you a long-term advantage over competitors who cut back or cancel advertising. A five year survey of more than 3,000 companies found…Advertisers who maintain or expand advertising over a five year period see their sales increase an average of 100%. Companies, which cut advertising, averaged sales decreases of 45%.

Continuous store traffic is the first step toward sales increases and expanding your base of shoppers. The more people who come into the store, the more possibilities you have to make sales and sell additional merchandise. For every 100 items that shoppers plan to buy, they make 30 unanticipated "in the store" purchases, an NRMA survey shows.

Advertising works! Businesses that succeed are usually strong, steady advertisers. Look around. You’ll find the most aggressive and consistent advertisers are almost invariably the most successful.

Your doors are open. Salespeople are on the payroll. Even the slowest days produce sales. As long as you’ re in business, you’ve got overhead to meet and new people to reach. Advertising can generate customers now….and in the future.

In a competitive market, rumors and bad news travel fast. Advertising corrects misleading gossip, punctures "overstated" bad news. Advertising that is vigorous and positive can bring shoppers into the marketplace, regardless of the economy.

When advertising and promotion are suddenly cut or canceled, salespeople may become alarmed and demoralized. They may start false rumors in an honest belief that your business is in trouble. Positive advertising boosts morale. It gives your staff strong additional support.

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