The answer is a profound yes. The more a company advertises in business publications, the more likely it is to benefit from increased sales and profits. More advertising means more leads. And more leads means more sales.
Do a little experiment with your company. Track your sales before an advertising campaign. Then when the campaign has been completed, track the sales again. But make sure your campaign is at least 4-6 months in length. If it is longer, you can also track mid-way, say at 6 months, if the campaign is a year long.
Increasing your advertising frequency can also increase sales leads and traffic to your Website. Frequency is the key. So many companies seem to start and stop their advertising. They’ll place one ad … in one journal … one time … and expect to get results. Your customers need to see your ad over and over again. In fact, the same ad campaign can keep working for at least a full year or more.
But, you don’t have to offer up your first born child to the advertising gods to make your advertising consistent. There are ways to advertise cost-effectively. For example, even though full-page, 4-color ads, do obtain better results, you can also run quarter page ads. I advise my clients to focus on frequency rather than size of the ad. So, if they need to design a smaller ad but can place it 2-3 times more often than a full-page ad, I advice them to do so.
So, remember… advertising doesn’t cost … it pays. Think of your advertisement as an investment, not a cost.
