Henry Ford is widely credited with saying, “A man who stops advertising to save money is like a man who stops a clock to save time.” Whether you are a small neighborhood restaurant, a real estate professional, a retailer, a healthcare provider or a major corporation, the principle remains the same: If your customers do not see you, hear from you, and remember you, someone else will earn their attention.
One of the greatest mistakes businesses make is treating advertising as something they turn on when business is slow and turn off when business improves. Effective marketing does not work that way. Advertising is about building top-of-mind awareness—the ability for your business to be among the first names a consumer remembers when the need for your product or service arises.
Marketing research has repeatedly demonstrated the importance of mental availability and consistent brand exposure. Consumers are bombarded with thousands of commercial messages and choices, while only a small number of brands typically come to mind when they are ready to buy. Research on advertising effectiveness has also long supported the value of maintaining visibility rather than disappearing from the marketplace for extended periods. The exact number of exposures required varies widely by business and customer, but the principle is clear: recognition and familiarity are built through repetition and consistency.
Many businesses believe that when they stop advertising, they are saving money. In reality, they may be losing customers, market share and future revenue. The strongest businesses understand that marketing is not merely an expense. It is an ongoing investment in visibility.
The marketplace is also constantly changing. People move, businesses relocate, customers become inactive, purchasing habits change and new residents arrive. A commonly cited rule of thumb in customer databases is that a significant portion of contact information can become outdated over several years. While exact percentages vary by market, the lesson is undeniable: your audience today will not be exactly the same audience three or five years from now.
That means you cannot advertise once and assume everyone knows who you are forever.
The best businesses keep their brands in the marketplace 365 days a year.
If you know you should be advertising, contact the media platforms that you believe best serve your business. Talk with them. Explain your goals and your budget. Ask them to create an arrangement that works for your business and for the media company. Smart media organizations should understand the power of being flexible and reasonable so businesses of different sizes have an opportunity to grow and thrive.
At Hotspots Magazine, that is exactly what we strive to do. Our job is to help businesses connect with the community. We offer access to an email audience numbering in the tens of thousands, a robust online audience for digital and banner advertising, and a magazine read by thousands of people every month—often within the very geographic area where our advertisers do business.
There are other excellent media platforms to consider as well. The important thing is to identify the platforms that truly reach your customers—and then be disciplined, consistent and dedicated to maintaining your presence.
Your future customer may have moved here yesterday. They may discover your neighborhood tomorrow. They may need your service six months from now.
Will they remember your business—or your competitor?
Stay visible. Stay relevant. Stay connected.
Bobby Blair is a former professional tennis player in the 1980s. Blair is a LGBTQ media pioneer, Executive Director of the Community Media Advocacy Network, and Publisher of Hotspots Magazine and Perks Plus VIP community mobile APP. He lives in Fort Lauderdale with his partner, Brian Neal. A Fort Lauderdale, Florida native.
