Advertisers of carpet cleaning services want gains in the short term and that means more orders for service right now. Too often, a business owner quits just before the long term benefits of a continuing ad campaign come to fruition. A study examined the purchasing behavior of buyers who were exposed to ad campaigns and compared them to buyers that were not exposed to the ads. The finding was that advertising does generate sales in the short term.
More buyers exposed to the campaign bought the advertised product for nine of the ten products studied. Sales volume also increased among print ad exposed buyers for 80% of the products. Overall, sales increased over the short term among buyers exposed to the advertising campaigns for the majority of the products. Long term, nearly everyone agrees advertising works. But, it found that advertising does favorably impact short term sales, too.
Merchandise studies such as these do not conform to the majority of our cleaning industry since it is made up of 80% owner-operators. Our services must be built one at a time and can't be mass produced and stored in a warehouse for a gigantic sale. Unique services with special advertising requirements take an uncommon ad campaign to produce results. The advertising class at Bane-Clene® Institute studies this subject in depth and has specific recommendations.
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