We are now three years into coming out of a worldwide pandemic. Supply chains were interrupted, and work environments changed, perhaps forever. It's understandable that many business owners and managers are experiencing some confusion about whether or not this is a good time to have an advertising presence. Here are some important reasons to maintain a dialogue with your potential customers.

In preparation for this article, I had extensive conversations with several successful business owners, advertising agency principals, media buyers, and Professor Jef Richards, the Department of Advertising Chair at Michigan State University, who heads one of the best advertising schools in the country. Here's what we came up with:

Market Turnover: Clients may believe that because "everybody in the market already knows who they are," it's okay to go dark during this calamity. However, market populations are turning over. People are moving out, and others are moving in. In some markets, population turnover has been as high as 20 percent or more during the pandemic. For this reason and others, consistency in message is important. You always have new potential customers moving in.

Maintain Dialogue With Current Customers: Talk to your customers. Don't break the bond you've worked so hard to establish. Let them know what's going on with inventory and labor issues. Inform them about shipments on the way and your efforts to train new people to better serve the community.

Reach Out to Future Customers: This is a great time to position your company and brand yourself as the go-to business in your category. So that when things begin to return to normal, consumers already know where to go. Remember, how can they know where to go if you're not constantly reminding them of who you are, what you do, and how to get in touch with you?

Insurance Policy Against Bad Word of Mouth: "Word of Mouth" is often considered the best kind of advertising, and experts agree. Broadcast advertising is controlled word of mouth. The opposite of

good word of mouth is bad word of mouth, and bad word of mouth is BAD. With the anonymity consumers get on the Internet, they can go after a business they feel has wronged them with a vengeance. Broadcast advertising, mixed with digital, can help mitigate the disaster that bad online reviews or negative "word of mouth" comments from dissatisfied customers can create.

Sell What You Do Have: Let people know what you have in stock. Promote the services you can provide. Sell what you still have on hand or pre-sell what will be available in the near future.

Pick Up Market Share While Your Competitors Are Not Advertising: Take advantage of the fact that national and regional competitors may be cutting back on marketing and advertising during this period. With less advertising clutter, your message will stand out more, giving you an advantage when things begin returning to normal.

Use This Opportunity to Recruit New Employees: Let audiences know that you're hiring now! Advertise to tell people that chances are, you pay more and offer better benefits than where they're working currently.

Don't Let Your Competitor Write Your Story: Maintaining contact with customers and potential customers is a significant reason to remain tethered to them, even in uncertain times. Keep telling people what you do, who you are, and how to get in touch with you. Most people will not just find you on their own.

Morale: Your current employees love seeing and hearing their employer advertise. It helps convey long-term confidence in the company they are working for and helps you retain your current workforce.

Because The Experts In the Field Say So: Advertising agencies, media buyers, academics, and State and National Associations all agree that going dark is a bad idea. Financial gurus remind us to continue contributing to our retirement accounts in both good and bad times. History tells us that this is the best strategy for investing. Panic selling is never a good strategy. Marketing and branding experts say the same thing. Your brand is something you continue to nurture and build on a consistent basis. Making emotional or panic decisions is a poor strategy under almost any circumstances.

Community Leadership: You have a moral obligation to support your local community in good times and bad times. Your positive advertising messages go a long way in reaffirming your commitment to your local community.

In conclusion, maintaining a consistent advertising presence is crucial, even in uncertain times. By recognizing the turnover in market populations, maintaining dialogue with current and potential customers, mitigating negative word-of-mouth, highlighting available products and services, capitalizing on competitors' reduced advertising, attracting new employees, and fostering community leadership, businesses can navigate the challenges and build long-term success. Remember, experts in the field emphasize the importance of consistent marketing efforts, and your positive advertising messages demonstrate your commitment to both your employees and the local community. So,

embrace the power of advertising and continue to invest in your brand for sustained growth and resilience in any situation.