You don't know what you want until it's gone...

Absence makes the heart grow fonder, if you love something set it free, too much of a good thing can be dangerous. All true when it comes to advertising. There comes a point where your advertising may be ignored due to over exposure. Not common in small business circles, but take notice of some of the worlds biggest advertisers, Coke, McDonalds and Tim Horton's. While their branding never goes away, they do have big ad campaigns during certain times of the year, then are gone for awhile. When their ads do come back, do you realize you missed them? That first ad back can be very effective.

So how to relate this to small business? In a similar way, if you are running the same ad in the same medium over time, then a break from that medium for a time, may be all the doctor ordered to make it fresh again. More importantly, I think it makes sense to change the ad up a bit and keep it fresh. You might ask, how long should I run for, how long should I break for? That is something your customers may tell you. Take the time to engage customers in some way about their opinion of your advertising. You will then know how effective your ads are and when that effectiveness decreases, take a break.

You may have noticed I took a break from this Blog. Did you miss me? Until next time, I am Larry "The Ad Man".