Are You Getting Enough Brand in Your Diet?

Decreasing your advertising makes customers think there's trouble
by Ray Boucher

If you have scaled back your marketing as a result of the economy, you may be sending the wrong message to your customers.

A recent study by Adology found that consumers' perception of companies that have decreased their advertising is that they are in some kind of financial trouble and may be on the way out. Consumers in general are less likely to do business with companies they perceive to be in some kind of turmoil or on shaky ground. Buyers want to be confident that when they make a purchase from you that you will be there down the road to service the product or for updates or just because they are used to dealing with you. It's true -- companies that stay consistent in their marketing and advertising have a better chance at survival than those who don't.

Think of it this way. Let's say you have a friend who you see on a regular basis. Maybe several times a week you talk on the phone or get together. You communicate daily via email and text messaging. It's part of your routine that you communicate in some way.

One day you realize that you haven't heard from him or her in several days so you call but get the voice mail. Several more days go by and you still haven't heard from that person. You begin to think that something is wrong: Something bad may have happened that you are not aware of. Then a few weeks later you hear from your friend and he tells you that everything is fine -- nothing happened. You are glad to hear that your friend is okay but you are not sure they are being entirely honest with you about nothing being wrong.

When you look at the situation in this way you can see how your customers may perceive your lack of communication as a sign of trouble with your company.

We are bombarded daily with news of companies laying off employees by the thousands, filing Chapter 11 or shutting down all together. Consumers' attitudes and perceptions are heavily influenced by these stories and the information they receive through mediums such as news outlets, business networking, advertising, and social encounters. Maintaining a consistent flow of communication with your customers will strengthen their confidence in your company and help build loyalty to your brand. Remember perception is reality: If your customers think you are no longer in business - chances are soon you may not be.

Don't let your company fall off the grid -- continue the flow of communication. Let your customers know that you are there for them.

About the author:
Ray Boucher is a marketing professional, author and the founder of inthinktive.

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