Added February 2, 2009
To Whom It May Concern:
I realize that there is a strong temptation to cut back on advertising when business is slow, but that is truly one of the worst things you can do for your business. It is true that retailers may have smaller budgets to spend this year, but they will spend their money with companies that they see and are reminded of through advertising—and the majority of your customers read each issue of New Age Retailer and Inspired Retailer. Ever wonder why companies such as the automobile industry are running lots of TV and print ads at a time when they are losing money? Because they know that without the advertising they would be in much worse shape.
Last year I increased my advertising budget by 5% and had an increase in sales of 8% over the previous year. This was in a year when many vendors were seeing decreases in sales, and I attribute much of the increase to my advertising campaign. I have again increased my advertising budget and added Inspired Retailer to my advertising mix. My first ad in Inspired Retailer produced very strong results late last year.
The latest issue of New Age Retailer produced 53 requests for catalogs since January 1, 2009, and I have converted 43% of those requests into new customers. I find working with the staff of New Age Retailer and Inspired Retailer a very positive and pleasant experience. Everything is handled very professionally. I have advertised in several other venues and found none of them to be as profitable as my New Age Retailer and Inspired Retailer ads.
If you would like to talk to me personally about this please feel free to contact me. I believe that we are all in this together, and I would be happy to share my experiences.
Regards,
Micki Baumann
Deva Designs
micki@devadesigns.net