No amount of advertising can change the buying cycle on most goods or services. The buying cycle can be defined as the time between the first touch point by your business and the time a consumer makes a purchase. If people currently take 6 months to 1 year to purchase what you are selling, advertising does not change that cycle.
What advertising does is form a bond with the consumer throughout the buying cycle to create preference and purchase as the consumer arrives at a decision. If done correctly, advertising makes you the business or brand of preference when it comes to the product you sell. It is not lightening in a bottle. It does not “bag the elephant” – this is not how it works. It is more Tortoise than it is Hare. Therefore, the most successful Lafayette companies and the best brands are consistent advertisers, and the ones who tell me that advertising doesn’t work are intermittent participants, at best.
When planning your Lafayette advertising, never shortchange the buying cycle – if you sell automobiles, the vast majority of people are in the market 90 days before making a purchase… does your advertising reflect that or are you just out to capture that small percentage of people who are purchasing this month and you will worry about next month, next month? What about buying a house? The average buying cycle is 6-12 months, no amount of advertising changes that cycle. If you sell appliances, it may only be 45 – 60 days.
Advertising does not accelerate the buying cycle, by itself. Lafayette consumers have some other catalyst or triggering event that causes action. Nobody wakes up in the morning saying, “I need to go buy a new house.” There is a triggering event, like moving to a new area, adding to the family unit or downsizing.
The last time I bought a new dishwasher was right after the old one had failed. That was the triggering event. What did I do next? I went to my shopping list, which has been formed by familiarity, to guide my decision-making process. The familiarity or preference list in my head has been mostly shaped by the advertising I have consumed over time.
Consider those elements when making your Lafayette advertising decisions. What is the typical buying cycle of my consumer base? What triggering events occur that lead people to buy my product? How can I position my company, through advertising, to be the business of choice when it comes to solving those problems for consumers? Not sure how to do this? We can help call our Sales Manager, Matt Moore, at 765-637-2144 or call me directly at 765-637-2143, we can sit down with you and help plan for your future success!
Certified Radio Marketing Expert