Letter - More businesses should advertise

To the editor:

I have been reading Business Today since becoming a reporter for the Democrat News in Fredericktown. I have found a great deal of useful information in the publication.

It is advertising I wish to comment about; specifically, business advertising. I have come to find there is a lot of misconceptions about advertising today. As a consumer, I have found all too often a business doesn't advertise because they are well known. This may work for Wal-Marts, but small businesses can never know who has moved into or out of the area. If the only advertising they are doing is word of mouth, they may be losing some important customers or clients.

Another misconception is "business is slow," therefore, advertising now hurts the budget. Yet, that would seem to be the very time to place an ad. If customers have stopped coming in -- there is a reason. One reason may well be they forgot the business is out there. Out of sight, out of mind. Advertising keeps the business in the public eye. Lots of competition can easily sway consumer agendas.

And finally, I have been living in the Fredericktown area since 1999. I have been driving down a county road every day since moving to the area. Just a few days ago, I discovered an auto repair/mechanic shop behind a building. No sign out in front. No advertising anywhere I've seen. And no way to see the business from the roadway. If I didn't know it was there, how many other clients/customers don't either?

Advertising is vital to any business. Long-term established businesses don't need to advertise as often as new businesses, but I think they should "put the word out," on occasion. Our society is very mobile and, therefore, so is the business marketing base. Word of mouth is good, but not a guarantee of reaching new neighbors.

In my opinion, businesses large and small need to reach out and advertise. Maybe then our Missouri economy will see some improvements.

Robert Vanderbrugen

Fredericktown