Why would you NOT advertise your business in local venues?

Question

I'm just wondering why Graphic Artists, Web Designers, and Database Programmers do not advertise their small business in local Newspapers, Theatres, Mass Transit, and the like (eg AFFORDABLE, sustaining advertising). In my town, there are A LOT of these types of business, and very high quality, but none of them advertise. No one seems to know why, they say, "Well, my competition doesn't, so why should I?"

I have the capital to advertise my Database Programming/Web Design company, I have a sustainability plan for the advertising for 6 months, and it feels odd to have no competition in these channels.

Is it snafu? Is it a bad idea?

$600/mo would go to advertising in three channels, sure it's a lot, but preliminary ad budgets in previous months show this would pay off.

How can an idea make SO MUCH SENSE but no one is doing it?

Answer 1

I think you should... Just because they aren't smart enough to realize the benefits, doesn't mean you should make the same mistake...

Answer 2

You could try it for a month or so and track your responses. That way you will know if it is something that will pay off. To say that "my competition doesn't do it, why should I?" seems like kind of sticking your head in the sand or following along with what everyone else is doing. However, do some research - there may be some very valid reasons behind this way of thinking. On the other hand, I'm rather inclined to agree with the answer given by "copita" - she brings up some very valid points. I own my own medical transcription business and also do some work part-time for a private investigator. I manage to stay busy on a full-time basis most of the time. I don't advertise my business in local venues because I want to narrow down and be more selective in whom I target as potential clients. I simply send out marking letters to those businesses (in my case, M.D.'s, private psychologists, private social workers, and private detectives ) I wish to attract as prospective clients. That way, I have a little more control over whom I will have as clients and how many clients I have at any one given time. It seems to work well for my type of business. But that's just my personal preference. Other business owners in another line of work may want a broader base from which to draw potential clients. Hope this helps and best of luck to you with your business.

Answer 3

It´s all about the target you want to get. Local venues are pretty much for the masses, which means, your image will look cheap.
So you will give the impression that you can not afford a sales team.

Besides it is waste of money, because if you want important companies as your customers, they are not going to look for you there. But if you send brochures to the right people at your potential customers offices, then you may get better responses spending less money.

Answer 4

Sometimes small businesses, such as mine, get so many referrals, it's hard to keep up with existing business.

We've never had to advertise, but yet are turning business away, since we just don't have the capability to handle everyone.

Answer 5

Maybe they don't advertise because they have strong word of mouth, which carries more weight than advertising.
Also they might not be sophisticated to know how to advertise.
Lastly, they might not care too because they have all the work they want.

Answer 6

Sometimes, people act like so many sheep. If you are reasonably sure you will reach potential customers this way, I say, be the first.

Answer 7

Are you trying to advertise here?