I know this because most advertising does not work. Likely what drives a customer to you for the first time is a recommendation from a friend, family or co-worker.
The industry experts disagree on the precise average number of ads each American sees daily but, they do agree it is more than a hundred. More than hundreds in fact. With that many banner ads, billboards, junk mail, radio ads, TV ads and branding on all sorts of consumer goods, you may be paying to catch a half a second of someone’s attention. People are becoming more and more immune to ads. There are so many, the creative is bad, they don’t apply to me so I’ve learned to tune them out.
How do you know if you can stop advertising?
Ask your customers. Send out a survey listing all the places you advertise and ask your customers to tell you where they’ve seen your ads. Or ask them at check out. Or ask them where they first heard of your company. Remember it’s probably by word of mouth so give them that option. Try to get 50 responses or more. Are there ads that you are paying for that get no response? Are there time consuming promotions you’ve tried that don’t generate a purchase? Eliminate them first.