Why Small Businesses Should Advertise (part 2)


Life is a cycle of goals. Whether they are big or small, defined or unknown, goals are the common thread of the human condition. Everyday we accomplish, advance, regress or fail towards a goal. Renowned Clinical Psychologist Fitzhugh Dodson once said, “Without goals, and plans to reach them, you are like a ship that has set sail with no destination.”

Dodson’s maritime metaphor for goals rings true to life. The same wisdom applies to business. Unfortunately, simply “growing your business” does not constitute as a clearly defined goal. In Part 1 of this series we established the importance of advertising for memorability. Therefore, identifying and addressing advertising objectives could mean life or death for a business or public aspiration.

No offense to Dodson, but as an individual with thalassaphobia (fear of the ocean), I prefer the metaphor of a carousel in relation to advertising objectives. Similar to life goals, ad goals can reoccur. Regardless of whether an entity is new or established, advertising objectives merrily go around in a circle, so it is important to reevaluate them periodically.

So I ask you, “What do you want for your business?” If you don’t know, don’t sweat it. The team of advertising and media professionals at RGVision Media are here to help.

Advertising objectives aim to inform, promote, persuade or remind the public about “you” (the business/figure/cause etc.).

Inform & Remind

Reminder advertising pretty straight forwardly lets existing and potential clients know you’re still around. You might be wondering, “Why would I need to do that?” Well, as our area continues to grow, so does the competition across all industries. Occasionally, you may need to advertise your pioneer status and affirm consumers about the experience, record, or quality you have to offer. Don’t rest on your laurels, et tu can be forgotten.

For the newbies to business marketing, this type of advertising provides you with the opportunity to let the public know who you are. Communication in this stage is the most important. A first impression is a lasting one. According to Bloomberg, 80 percent of startups fail within the first 18 months. Well thought advertising in this stage could be the difference between long term success, or becoming a statistic.

Promote & Persuade

The goal of promoting and persuading clients to purchase from you is a given, yes. You’re probably wondering, “Why should I hire an advertising professional to help with that?” Because, simply saying “We’re the best!” will not convince a consumer to purchase your product of service.

Advertising professionals can help you identify and promote the most appealing features of your company and persuade consumers to choose you. “How will we do this?” You will have to wait until Part 3 of “Why Companies Should Advertise,” where we will discuss creativity and “the big idea” to find out – or you could call the team at RGVision Media at (210)618-8930 to have advertising start efficiently work for you.