Brand Advertising Is Like Gardening.

When a local business owner invests in advertising to drive growth for their business, performance expectations are often grounded in accelerating buying interest.

I see an ad.
I am interested in the product or service.
I click, call or email to learn more.
I buy.

When sales are slow to accrue, they conclude that the advertising isn’t working and cut the spending. Or, they move their investment to another media channel and the process starts all over again.

This is faulty logic.  The real path to purchase looks something more like:

I see an ad.
Then I forget about you.
Then I might rediscover you months later.
Then I might follow you online or subscribe to your email newsletter.
And then it may take weeks, months (or years!) before I actually buy.

This is normal.

In reality, a very small percentage of the population actually sees your ad at the exact moment they are ‘in the market’ for what you are offering.  And for those who are ready to buy, they may already have a business in mind, because they are a prior customer, or maybe even recall an ad from 6 months ago!  The point here is that the intersection of the ‘ready to buy’ moment and the ‘see your ad’ moment is rare.

The punch line is: All you need is just a little patience. (— Axel Rose, Guns & Roses)

Advertising does improve your odds at winning the sale —  but you need to have a consistent presence.  As people see your brand regularly over time, you will become familiar.  Each exposure makes your business a little more recognizable, a little more trusted, and a little more likely to win the sale when a consumer finally is ready to buy.

To get started, you must think in longer-term horizons:

• Start with a 12-month vision, not a 3-month burst.

• Define how you wish to be known, and commit to it.

• Commit to consistent visibility, even when immediate sales are quiet.

• Evaluate progress through awareness, demonstrated interest (e.g. growth in website traffic, Facebook Followers, etc.) and inquiries, not just purchases.

Over time, this discipline compounds — even at very small spending levels.

When there are so many immediate needs to tend to: hiring, replacing equipment and so on, it is understandable when local businesses defer any kind of marketing.  But we’d recommend to do SOMETHING greater than zero.  It may not feel like much, but it will still build your awareness and recognition of your business faster than nothing.