Most people believe that advertising dollars should be spent solely to launch a new product or service, build brand awareness, and generate leads. There is nothing wrong with these objectives, but by themselves they present an incomplete picture.
There are six essential reasons to advertise, some of which are not obvious.
Motivate your "troops." Advertising has enormous potential to excite employees and if done well will make them feel proud of the company and themselves. New ads should be previewed internally at various employee gatherings. This will create a buzz and employees will then talk the campaign up with family and friends. Be sure to give each employee a schedule of what media the ads are appearing in, and when.
Remind existing customers why they are customers. Customers need to be reminded what a great company you are to do business with, an idea they would never come up with on their own. By creating awareness and jogging their memory, advertising encourages existing customers to take some action. Most "new" business as a result of general advertising will come from your existing customers.
Generate new leads. Everyone wants new customers, but prospects need information. Be sure to provide a website or phone number that is very visible. Either give them a mechanism to respond or tell them exactly how and where to buy from you. A deadline always helps.
Recruit great people from your competitors. You can really tell that your advertising hit the mark when competitors' employees contact you about job opportunities and cite your advertising as the reason they did. Although they may not mention the ads, a spike in this kind of activity can often be traced to a successful ad campaign.
Garner more positive publicity. Industry reporters see your ads, too. Chances are you will be asked by many for an interview after the launch of a new campaign. Take advantage of their interest and go out of your way to be cooperative. This can be like a little book your, with you touting the great work of your company through its advertising.
Build the brand. More awareness is always good. It is just that simple.
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