Think
you have a great business or product? Unfortunately, no one's going to know
about it unless you advertise. But by now, I'm sure that you don't need another
article telling you that you need to advertise in order to grow your business.
You already knew that.
The
end of the year holiday season is upon us. So what makes it important to
advertise in Lagos during this period? It’s not difficult to figure out if you
live or have ever been to Lagos.
A
lot of money is spent on products/services purchases in Nigeria during this
period. Trading and sales increase exponentially especially in Lagos (the most
populous city in Nigeria) which has an estimated population of over 21 million.
Considering
that the number of businesses is Lagos is significantly high, what guarantee is
there that your company’s sales will benefit from the increase in trading &
sales this holiday period if you do not effectively advertise. This holiday
season, potential customers are listening -- are you talking?
Let
me try to help you understand why you should advertise in Lagos this holiday
season.
1. Enhance your reputation:
Effective advertising during this holiday can help neutralize negative
publicity and PR. It can also position your company as a leader in your
industry, and expose your competitors’ weaknesses while highlighting your
strengths.
2. Help potential customers decide:
About half of consumers purchase products/services within one week of deciding.
This makes them susceptible to suggestions of options on finding the best deal.
Advertising during this season helps them decide on patronizing your business.
3. Promote brand familiarity:
Most consumers feel more comfortable buying familiar brands. Advertising this
season adds consistency to your earlier advertising campaigns in the year by
reinforcing the message of your business in their minds. It enables you reach
them throughout their entire decision-making process and positions your
business as the first familiar brand that comes to mind when they are ready to
make a commitment.
4. Turn INTENTION to ACTION:
Occasional advertising may help in terms of generating some awareness but not
so much in terms of creating sales. Potential customers may know who you are, and
may intend to use your products/services one day—but that’s not going to keep
you in business. Consistent advertisements designed with a call-to-action
encourage intending consumers to act now.
5. Educate customers about your business: A
significant number of sales are lost simply because the consumer didn’t have
enough knowledge of the product and all of their available options. Advertising
this season educates the consumer about your service/product’s features and its
benefits. Knowledgeable consumers save you time and money by comparison
shopping first and often already know what they want reducing your direct
selling costs, the costs associated with hiring additional salespeople, and the
time spent selling it to them.
6. Gain advantage over competitors: Constant
advertising gives your business an advantage over competitors who reduce or
cease their advertising this season. Cutting your advertising sends a negative
signal to those who actively patronize you.
7. Maintain awareness for your business: You
have invested money in advertising that you stand to lose. If you stop
advertising, everything you’ve invested becomes lost, as the consumer’s
awareness you’ve purchased slowly dwindles away. Leverage on your business’
awareness this season and keep the flame burning to ignite your sales.
Basically, if you don’t advertise frequently and effectively – you don’t exist.
If you are thinking of advertising in Nigeria, please contact
PoiseMedia Communications at www.poisemedianigeria.com or check our contact at the
bottom of this blog. We can help you identify your market and reach them. We
apply both BTL and ATL strategies to project our clients’ brands to the right
audience. We can do same for you at very affordable price.
Lilian Izuorah
Business Development Officer
PoiseMedia Communications Ltd
