Advertising is not a one-and-done situation, nor is it something that you want to pursue only during your busiest seasons. It’s also not just for when you have a new promotion running. Advertising should be continuous in order to achieve maximum results. For example, major cell phone providers like Verizon and AT&T. These corporations have ongoing campaigns designed to raise awareness, which keeps the brand top-of-mind. Like these companies, you want to provide consistent ads to help raise brand awareness and improve the perception of your brand. 

Consistency is Key

When you advertise consistently, you create a sense of dependability and trust behind your brand. Advertising only around sales and promotions gives consumers the impression that your main goal is to push those specific products. By advertising consistently, you increase overall brand awareness so when customers are ready to make a purchase decision, they are already aware of your brand.

Remain Top-of-Mind

By advertising regularly you place your business in front of your target audience on a frequent basis. This strategy creates a sense of familiarity, which has immense benefits for your business. 

Brand recognition is a critical element of bringing in new customers and maintaining current ones. The more that consumers are presented with your branding, the better chance you have of remaining top-of-mind. While the branding elements that you incorporate are used for consistency across platforms, it helps with recognition, ultimately leading to the consumer referring back to your business when they need you. 

Steady Results Over Time

Infrequent ads will leave you with uncertain ROI that changes based on the season and specific advertising campaigns. By advertising consistently over longer periods of time you are more likely to see a higher return on your investment due to those constant efforts. 

This will help you introduce your brand to potential customers on a regular basis. Real Estate agents are good examples of this. Home sales happen year-round, but not everyone needs a home at the same time. Agents continue to advertise because they never want to “turn off” their flow of potential buyers and sellers. Most people need a realtor only a handful of times throughout the course of their lives and realtors know they need to continue to advertise to help build awareness. No matter if it’s your busy season, or your ‘off season’, advertising year-round will provide steady results over time.

Build a Stronger Relationship With Your Customers

When you are constantly advertising, you put yourself in front of your target audience and engage with them on a regular basis. This builds a stronger overall relationship with your customers. As a brand, you want to build a trusted relationship with your target audience. When they feel connected to you and trust you, they keep you top-of-mind and visit your business when a need arises. 

While it’s important to advertise in your busy seasons or around specific promotions, that alone won’t give you the results you desire. A consistent advertising plan will not only bring in new customers, but it will help your business remain relevant with the ones you already have. One way to ensure that you’re getting the most out of your marketing budget is to work with a media partner. A trusted media partner will be able to help you from the planning stages, all the way through the creation and dispersing of your ads. When you look at advertising as a long-term commitment, you’ll see steadier results and a more recognizable brand.