• Competitive Market - Do you know who your competitors are? Have you reviewed
your competitive advantages ... what beneﬁts set you off from others in your community?
What’s unique about your business or service? Businesses in a market with a number of
competitors will need a larger dollar investment in advertising as opposed to a one of a
kind business in a market.
• Price vs Value - It’s ALL About Value! What’s the value of your business or service?
Teach your staff ( and remind yourself) NOT to give “facts”. Rather talk BENEFITS or
how the facts or features you offer will help solve a need or problem (or opportunity)
your customer has. Facts create objections ... BENEFITS reinforce your value and sell
your goods or services.
A business that only guarantees lowest price or features ongoing sales must continually
reinforce this message and therefore will require a larger dollar investment in advertising.
When you advertise price, or if you are only selling price ... you have to continue to
lower the price, or come up with enhanced incentives, on an ongoing basis in order to
continue building your customer base. Value! It’s All about value ... your business or
Now that you have clariﬁed some of the factors to consider as you move forward with
your advertising investment planning ... the next question is how to establish an
Most retailers set their investment in advertising dollars based on a percentage of
sales. In other words, if your monthly sales goal is $10,000 to maintain a positive cash
ﬂow and GROW your business, most retailers would consider a $300 (3% of monthly
sales goal) to $500 (5% of monthly sales goal) monthly ad budget BEFORE taking the
aforementioned contributing factors into consideration.
In closing, do not allow your advertising investment to be wasted. One time or “hit and
miss” advertising has a very high likelihood of generating minimal, if any results.
Planning an advertising campaign (a series of ads, with a set aside/allocated budget,
within a timeframe, to meet an IDENTIFIED need, problem or opportunity, with a
DESIRED outcome) will maximize your advertising investment dollars.
Next month, I will outline and clarify some simple methods to track and monitor your
advertising or promotion to answer that question ... “How Do You Know?”
... if your advertising or promotion is effective and achieving your strategic goals?
© Murray & Nau, Inc.
Chuck Nau of Murray & Nau, Inc. is a retail consultant and sales and management
trainer. He has been a speaker for and conducted advertising and marketing workshops
with retailers, chambers of commerce, community marketing groups, and retail
organizations throughout North America.
Based in Seattle, Nau is a twenty ﬁve year veteran of advertising, sales, media and
management, who knows and understands the everyday challenges of starting up,
growing, and surviving in today's ever changing retail climate.
Comments and questions are welcome and may be directed to Chuck via email:
[email protected]. or at (425) 603 - 0984.