Four States Small Business Blog

Advertising is supposed to be a tool, and one that provides clear results for your business. You need to be seeing returns on your investment (ROI) for each of your advertising choices. If you aren’t, then why are you advertising? That’s just a waste of time and resources, not to mention a big waste of money!

One of the hardest lessons to learn in marketing is that building a brand takes time. While some lucky brands get struck by advertising lightning — e.g., TOMS, which first made headlines when it was barely a company, nearly tripling orders in one day and sparking even more news coverage thanks to its core cause — most companies have to work hard to carve out a place in their market. Even major brands, like beverage powerhouse Coca-Cola, have to build their momentum over time.