Advertising for businesses customers visit twice a year
A hardware yard, a mabati dealer or a furniture maker does not need daily footfall. It needs to be the name remembered on the day the roof is bought.
Some businesses sell something a household buys once every few years. The marketing problem is not frequency. It is being in the room at the moment of decision, and being trusted when you are.
Why impressions fail infrequent purchases
A banner seen in March does nothing for a roof bought in September. Paid reach fades long before the need arrives, so the business pays again and again to be forgotten.
What works instead
- Use the engagement to teach something useful: gauges, colours, what a fair quote looks like.
- Offer a reward that is claimed at the yard, so the first visit happens before the purchase does.
- Ask a question in the ad and use the answers: who is building, where, and when.
For a twice-a-year purchase, the most valuable thing an ad can buy is a first visit before the need.
Engagements are counted either way. The difference is whether they leave behind a relationship, or just a view.
Written by Teleeza Insights
