Building brand recognition is imperative to a company's success. But brands that are not known through advertising simply do not exist in the minds of the great majority of prospective buyers.
Some companies choose not to advertise for various reasons, including the false belief that they can use trade shows or general sales calls to compensate for a lack of advertising. But successful business development and a successful presence in your industry is a result of a combination of activities that includes advertising.
Scott Gillum states in an article penned in www.forbes.com that buyers for companies in the purchasing phase have already moved 57% through their decision making process before they contact a sales representative. This means that they are at least reasonably confident that they know who can reliably supply what they want to buy before they contact a company. If you have not spread your name before them during their pre-purchasing thinking, then what are the chances that they will contact you? What are the chances that they even know you exist?
According to www.slideshare.net, it takes up to eight calls to reach a prospect and cold calling yields a two percent success rate. These statistics strongly suggest that you need tell prospects about your products and services before you contact them. This is the job of advertising.
According to the Bureau of Labor Statistics, the pulp and paper industry employs over 640,000 individuals. Trade shows within this industry generate attendance that is only a percentage point of this total, if not less. If you don't use advertising platforms outside of trade shows, then how can the rest of the industry--the great majority of the people in the industry--even know you exist? Further, are you even reaching actual buyers during these trade shows? You can speak only with a fraction of the people in attendance, and an even smaller percentage of that fraction are the decision makers that you need to reach.
Advertising through Paperitalo Publications allows you to publicize your brand in online publications that can be seen by up to 20,000 pulp and paper professionals each day. We put you in front of decision makers.
The article, "How a business increased sales 14,000%: Viral ads," featured on CNBC, presents a good example of this. The company, Wren, produced the YouTube video "First Kiss". They chose YouTube because they thought it would give them the broadest reach in developing brand awareness among specific prospects. After releasing this video, their sales spiked to a 14,000% increase.
If you want to let buyers know that your company exists--advertise!
