By Van Coker

The most essential ingredient of any successful business is an effective Marketing Bridge. If you are unfamiliar with the term, “Marketing Bridge” refers to all the forces that combine to make a sale and create a customer for your enterprise. Every business has a Marketing Bridge. Some are in good shape. Some are in need of major repair and reconstruction. The creator of the Marketing Bridge, Norton E. Warner, also happens to be the founder of Marketing Firepower.

Recently I was privileged to speak to a group of like-business owners from the Midwest on the topic of improving sales through effective marketing and advertising. With the current economic conditions, there were many valid concerns. And many questions asked of me about advertising. Such as, “With so many consumers using the internet these days, what should we do about our Yellow Pages advertising?” Or, “We thought we could stimulate sales by lowering our prices, but our business has actually gone down….any suggestions?”

Great questions. But one gentleman had a question that he was dead serious about. He asked, “When is the best time to advertise? Do you advertise more when business is slow? Or do you advertise when the business is busy?” He mentioned that he thought it best to, “advertise when business is slow.” And that he was, “busy enough when times are good.”

When do you think is the “best” time to advertise?

Let me ask another question. How would you answer if I asked you, “When is the best time to pick apples?” You’d most likely say, “Well, duh --- you pick apples when they’re ripe.” Farmers pick corn when it’s ripe. Wineries harvest the grapes when they are ripe. Successful businesses harvest customers when they are ripe.

If you’re trying to sell greeting cards for Mothers Day….don‘t wait until June to start your campaign. Selling bridal gowns for June weddings? If you wait until May to invite the brides-to-be and mothers-of-brides-to-be to visit your store, you’ve missed the boat. It’s too late. June brides make their gown purchase several months before the wedding. You’d better be inviting June brides into your store in January or February, or even sooner.

Your decision of when and how to buy advertising should coincide with the way your customers make their buying decision about your product or service.

For most businesses, advertise year-round. Your prospective customers are at different levels of the decision making process regarding your product or service. They may not intend to purchase today, but they can be influenced today. The purchase might be tomorrow, or six months from tomorrow…but you can help create a preference or trust for your business today.

Your monthly advertising budget may fluctuate month-to-month depending on when business occurs. If business occurs regularly throughout the year, advertise regularly throughout the year. On the other hand, if you do 60% of your business in the fall, budget your advertising to be asking for the business when the customer is most likely to buy.

Don’t try to change habits. You might be able to get more people into your restaurant by offering an “early bird” special…but it’s next to impossible to get them to enjoy their Sunday dinner on Monday.

Keep in mind the words of a great hunter, “Shoot when the ducks are flying.”

Van is vice president of Marketing Firepower with decades of experience in helping small business succeed through the effective use of advertising.

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Tags: marketing, advertising