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ASSOCIATIONINSIGHT Portable Sanitation Association International News BIWEEKLY EDITION JANUARY 20, 2021 Page 24 Are You Advertising Your Business? It Works! By Todd Ginter, PSAI's Director of Marketing A s the PSAI puts together its most important publication of the year, the Industry Resource Directory (IRD), I am thinking about everything that goes inside the publication. In addition to the member directory information and critically important articles, there is also advertising from suppliers to the portable sanitation industry. These supplier advertisers know that this publication will be sent directly to their customers and potential customers. It is important to them to show their products, services, and branding to the people most likely to buy them. It doesn't matter if you are a small operator in the industry or a large supplier, advertising can be one of the most vital aspects of your business. It creates the most direct and important connection you have to the consumer, short of stopping over for lunch. If you are relying only on your Facebook page and Yellow Pages listing to get business, you may be underselling your business and costing yourself sales. If you think customers will find you as long as they are looking, you're right; that's possible. Some business will come in passively. But to maximize your revenue, it is your responsibility to be the one out identifying customers. Successful companies search out their potential customers and introduce themselves through advertising and branding. Statistics overwhelmingly show that, when consumers feel personally connected to an advertisement, they are more likely to frequent that business. Some businesses question whether or not investing in an advertising budget will be worth it. That type of thinking is a big mistake. Here are ten reasons why advertising is a company's best friend. 10. Advertising attracts new customers. No matter where you operate your business, the surrounding area is constantly changing and potential customers are moving in. Even in sparsely populated areas, it is likely there is still someone new who wasn't there a short time ago. New customers mean a new target audience that your advertisements will reach. Advertising shows decision-makers who are new to the area that your business is engaged in the community and will be the one they want to visit. 9. Advertising generates loyalty. Advertising allows companies to target customers and form a lasting connection with them. Even when they don't need you, they see you—maybe like a Thanksgiving meal with certain members of the family! But when they do need you, they remember you. Advertising instills a sense of familiarity and trust within the consumer, ensuring that they remain loyal to your business. The late Lou Paulsen was great at this. He ran charming and funny TV ads late at night, when they were inexpensive. After a while, everyone in Abilene, Texas knew about Can-Doo Budjet Rental and remembered it when they were planning an event. Advertising done right uses images, words, and ideals to target your desired demographic and encourage them to stay devoted to your business. Continued on page 25