There are only three ways to increase business: attract new customers, have them increase the number of transactions per week or month or year (depending on sales cycle of your business), or increase amount spent each time a customer uses your service or buys your goods. Most of our customers use advertising to attract new Lafayette business but your message can be crafted to instill confidence in your current customer base, encouraging them to make more frequent purchases and it can be used to offer then next tier of goods and services to fans of your business.
First, advertising can be a reminder of why we enjoyed our experience the last time we went to your business. Did you ever debate where to go for lunch or dinner? A reminder to go to a restaurant we enjoyed previously can increase repeat business. While increasing average order per customer can be done in business, advertising incentives can get people in the door who will increase the spend beyond what they were planning based on the incentive. Buy a car and get a two night stay in a hotel.
Very often we only talk to Lafayette customers about attracting new customers when the other two ways of growing your top line, revenue, can also be advertising strategies. The caution would be not to try to do all three at once. All three methods can be used to drive results for your Lafayette business, but not when combined. These are three different sub-sets of your business. You must speak to each one individually rather than try to cram all these elements into your marketing messages.
Not sure how to proceed – we can help. Call my office at 765-637-2143 and we will be happy to come out and see you, work on an external communication strategy, and an internal execution strategy to assist with business growth from new customers or existing customers.
Certified Radio Marketing Expert