PSAI Association Insight, July 21, 2021 I 17
Crazy Busy? Don't Stop Promoting Your Business!
Todd Ginter, PSAI's Director of Marketing
Business is going good?
Sales are strong? You are
so busy each day you don't
know if there are enough
hours in the day to get
everything done? That
is great! It is something
we have been hearing all
through the industry.
It is during times like these you may
be thinking to yourself that this is
a good time to save on marketing
and advertising expenses. After all, it
certainly looks like that investment may
not be needed. However, that type of
thinking is not smart business thinking.
You may have heard this same advice
somewhat recently but during the
opposite business environment—a
period of time where sales were very
slow or non-existent. For example, a
recent down time with business was
during the financial crises and recession
in 2008-2011. A more recent example
of this was the beginning of 2020. Even
though the pandemic didn't completely
stall all portable sanitation business,
owners were walking on egg
shells not knowing what the
next day, week or month
would hold. During those
down times for business,
I would see marketing
materials, online blogs
and advertising experts
telling business leaders not to
stop their marketing campaigns
or advertising buys. When times are
tough you need to advertise even more.
But what about now, when you may have
more work than you can handle?
Simply put: the "don't stop advertising"
mantra also holds true when business
may be booming. Why? Because it is not
are usually the ones you won't be hearing
from in the next couple of years.
When it comes to promoting your
business, there are many other reasons
beyond the temporary cycle of business
sales activity for why you should never
stop your marketing and advertising.
Here are those reasons:
1. The market in which you do busi-
ness is constantly changing. New
families, new prospects, new lifestyles
will all change the marketplace you
are doing business in. Since 2009,
between 10 and 15 percent of Ameri-
cans move or change residences each
year. Those numbers are skyrocketing
post-COVID. When you stop advertis-
ing, you miss evolving opportunities
and drop out of local awareness.
Your new residents don't know
who you are. You are not on
the same bus so to speak,
which means they won't ever
see you or know that you are
there for them.
2. People forget fast. Remember,
consumers are bombarded with tons
of marketing messages (an estimat-
ed 6,000-10,000 daily). Research in
2017 found some eye-opening results
regarding consumer retention of those
messages. Other advertising data
shows just how long, and how many
always going to be this way, and you are
in business for the long haul.
For example, if you have a 401k retirement
account or money invested in the stock
market, is it a good idea to cash out as
soon as the market swings up a little or
down a little? Of course not. Financial
advisers would certainly advise against
you doing that. Situations will change and
those who give in to knee jerk reactions
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