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Making It Stick: Frequency in Advertising

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What’s the key to effective frequency?

In advertising, the term “effective frequency” is the number of times a consumer must be exposed to an advertising message before the marketer gets the desired response, whether that be a product purchase, name recognition, or some other result.

Research has proven that messages are more effective and actually perceived as more truthful when they are repeated.

One study concluded that prospects must see an ad 9 times before they become a customer.

Another method claims the magic number is 7.

Some marketers argue that your message should be repeated up to 20 times.

So, how many times must a prospect see your marketing message to transition from a state of total apathy to purchase readiness?


The 1st time people look at an ad, they don’t see it.
The 2nd time, they don’t notice it.
The 3rd time, they are aware that it is there.
The 4th time, they have a fleeting sense that they’ve seen it before.
The 5th time, they actually read the ad.
The 6th time, they thumb their nose at it.
The 7th time, they get a little irritated with it.
The 8th time, they think, “Here’s that confounded ad again.”
The 9th time, they wonder if they’re missing out on something.
The 10th time, they ask their friends or neighbors if they’ve tried it.
The 11th time, they wonder how the company is paying for all these ads.
The 12th time, they start to think that it must be a good product.
The 13th time, they start to feel the product has value.
The 14th time, they start to feel like they’ve wanted a product like this for a long time.
The 15th time, they start to yearn for it because they can’t afford to buy it.
The 16th time, they accept the fact that they will buy it sometime in the future.
The 17th time, they make a commitment to buy the product.
The 18th time, they curse their poverty because they can’t buy this terrific product.
The 19th time, they count their money very carefully.
The 20th time prospects see the ad, they buy what it is offering.

-Thomas Smith, from his 1885 book “Successful Advertising”


In truth, there is no universally correct answer. Frequency breeds familiarity, and familiarity breeds trust. But other factors come into play when determining the right frequency for your message.

How well-known is your organization? Are you trying to change public opinion with your message? What’s your overall goal? What do you hope to accomplish with your message?

Ask yourself these important questions when considering how the frequency of your message will affect the desired outcome of your ad campaign.

Don’t end the campaign too quickly.

It can take months or even years for some messages to connect with consumers. Avoid changing your messaging too soon, even if you’re feeling bored with it.

Repeated exposure to an opinion makes people believe the opinion is more prevalent, even if that opinion is only from a single source. When consumers remember a statement that gets repeated, they are more likely to believe it. Eventually, they begin to think it is the popular opinion.

Let’s say that 9 times is the right frequency for your message. For every 3 times you expose your prospect to your marketing message, it gets missed or ignored 2 of those times. This means your message must touch the consumer a total of 27 times in order to make those 9 impressions stick.


Wondering if your marketing strategy is missing something?
Condron Media can help.
Drop us a line at hi@condronmedia.com.

Which is best for your business? Facebook Page vs. Website

Have you ever thought, “Why do I need a website when I can use social media to promote my company?” Or perhaps you’ve invested in a website and are left wondering, “Why bother getting my business on Facebook?”

With pros and cons to each platform, which should you use?

hands on a computer keyboard

Having your own website means…

You control every detail.

Your website can be customized in ways that Facebook could never allow. Looking for a pop-up window to collect emails? Why not feature special products on the homepage, or start a blog? The choice is yours and the options are unlimited when it comes to a website that you control.

You have a professional appearance online.

There is nothing more professional than a website that is modern, mobile friendly, and easy to navigate. Your credibility and the digital ‘first impression’ of your company will help you stand out.

Using a Facebook Business Page instead is…

Easy & cost effective.

Facebook profiles and business pages are free to create and use. It’s easy to upload photos, videos, posts, and other information from your phone, tablet, or computer. Facebook also makes it easy to find friends and invite them to “like” your page.

Great for sharing content.

News, updates, and other information can spread like wildfire among your Facebook fans. Your audience on social media is most likely active and engaged with your business already. The platform is designed for sharing.

Facebook


The downside

Compared to Facebook, a website is more complex to design and update, and has costs associated with running it. You’ll have to pay for your domain name and other features if you want a custom design or certain security tools. There are also recurring costs for hosting and maintenance that come with a website.

Your visitors will never get your full brand experience from Facebook alone. You’ll have a hard time reaching people who don’t use social media, because they won’t be able to access your information as easily. You are also competing against other businesses and the algorithm, fighting for space on their newsfeed.

So which is best?

The verdict – a healthy mix of both!

Your organization can thrive in the digital space with a professional, modern website and a Facebook Page that mirrors it. You’ll expand your reach across social media without sacrificing the consumer trust that comes with a professional website.

5 Questions to Ask Before Rebranding

Is a rebrand right for your organization?

Here are the key questions to ponder before deciding…

1. Have your products or services changed over time?
Are you in a different business than you used to be? Do your potential customers understand your current offerings?

2. Have consumer expectations changed?
Do your current customers believe your organization has kept pace with best practices in your field?

3. Has your target customer changed?
Do you now appeal to a different customer base? Different age, income, education, geography, or lifestyle?

4. Has your competitive landscape changed?
How do you stack up to your competitors? Are you falling behind them with industry, technology, certifications or relationship innovations?

5. Are you lost in the 80s?
Does your organization look like it’s out of touch with the second decade of the 21st Century? Does your firm look like your parents are running it?


If you answer “YES” to these questions you may want to consider rebranding your organization.

We say “may” because a proper rebrand requires resources: time, money, commitment and cooperation.

Rebranding goes deeper than changing the logo or colors of your business. Since your brand is the experience consumers receive from interaction with your firm, rebranding requires adapting that experience at all levels.

Are you up for it?

25 Content Ideas for Social Media

We always say that consistency is the key to successful social media marketing, and that includes keeping an active posting schedule online.

But what happens when you run out of ideas?

Don’t risk losing followers just because you have nothing to post!

Here are 25 social media post ideas that any business can use to spark creativity and keep up engagement.

  1. Behind the scenes footage
  2. Share an article
  3. Tips and tools related to your products
  4. How-To’s or DIY tutorials
  5. Take a poll
  6. Trending hashtags
  7. Throwback Thursday photos or facts
  8. Quotes related to your industry
  9. Statistics about your company
  10. Customer Q and A
  11. Employee spotlight
  12. Snapshots of your workspace
  13. Go live!
  14. Testimonials
  15. Announce an event
  16. Record videos of your products in use
  17. Shout out to a special client
  18. Teaser content of things to come
  19. Contest or giveaway
  20. Share your brand’s origin story
  21. Something seasonal
  22. Ask a question
  23. Promote another platform – newsletter, other social, etc
  24. Company milestones
  25. Thank your followers

Try to always keep fresh ideas flowing across all of your channels!

Tweets That Get Attention

This past year, Twitter doubled its character limit for tweets. Posts were initially condensed to 140 characters, but now people have the freedom to speak freely up to 280 characters.

After this new update with character limits, statistics show posts with greater than 140 characters getting more attention than those of less wording.

The more words you write, the more retweets you can get. But, if you don’t have a lot to say, don’t worry!

There are plenty of ways to get noticed using Twitter. Here’s how you can stand out:


It all begins with your profile.

When viewers click your page, the content on your profile is essential. Use color and photos to your advantage. For example, at Condron Media, we keep our brand colors consistent in our Twitter feed throughout our profile picture, header photo, and posts.

Make sure to be clear, direct, and concise as to the image of your business you are portraying to your audience.

Another way to grab viewers’ attention immediately is by pinning a tweet to your profile. Is your business hosting an event? Promoting a product? Showcasing an award or accomplishment? A pinned tweet becomes the first thing people see when they click to your profile.

 

Personalize your retweets.

Personalizing quoted retweets is one way to grab attention from an audience. Many click the retweet button, but do not necessarily post a blurb with it.

Why would this matter? Adding a comment to a retweet can educate your audience on a topic that you care about. You allow your voice to be heard by stating your opinion.

Consider sharing an article more than once. Use different links to share articles. This will avoid confusion from followers thinking your profile is spam.

Visual content is key. Our brains process visual content 60k times faster than text. When competing with 500 million Twitter posts, your goal should be to attract attention and stand out. Photos and videos are a great tool to incorporate on your profile. At Condron Media, we find it vital to post both visual and text content within most of our posts.

 

Hop on the bandwagon.

If companies or individuals are sharing something you find amusing or relevant to your business profile, find a way to incorporate this content into your posts!

Using hot topics and trending hashtags will draw more viewers to your profile. As a result, you may gain more followers and see higher engagement.

In addition to hot topics and hashtags, links also increase your chances of being retweeted. Share interesting data in hopes that your followers will click the link and enjoy it too!

 

Your audience matters!

Connect and engage with people on Twitter. In addition to sharing articles and personalizing your retweets, your brand should tag, tweet, comment and continue to repost other content to keep a conversation going. This will build a network for yourself and the business.

You want to be memorable. Use clever phrases, slogans and puns to be unique.

Be like your audience. We cannot stress this enough! Speak casually and freely. Show the human side of your business through your social media.

 


What’s your favorite Twitter tip? Leave a comment below and let us know! Or, follow us on Twitter and remember to @ us if you try implementing any of our social media tips.

Our last newsletter had even more tips on maximizing your Twitter account. Are you signed up for our mailing list?

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Happy Tweeting!

What Does It Take to Create Compelling Ads in Instagram Stories?

Since the premier of Instagram Stories back in 2016, brands have been connecting with their customers in more creative ways than ever. The business community on Instagram has fully embraced advertising opportunities within Stories – the vanishing content feature that rivals Snapchat – with more than half of all business accounts posting to their stories during a typical month. Stories get used by brands to share behind-the-scenes content, Q & A sessions, tutorials, polls, and breaking news. Over 300 people use Instagram Stories everyday!

But what does it take to get an ad on Instagram Stories right? The app’s parent company, Facebook, conducted a study for advertisers about the way people perceive video ads on social. Here are some of the key takeaways from that study, according to Instagram.

– Relevance matters.

On average, top-performing Instagram Stories ads ranked higher on relevance than lower-performing ads. They also grabbed attention, were easy to understand and fit the advertised brand.

– Seconds add up.

On average, top-performing ads in stories were shorter and contained branding earlier than lower performing ads in stories.

– Fast pacing pays off.

Among ads in stories that contained multiple scenes, on average, scenes from top-performing ads were shorter than those from lower-performing ads.

– Product demos boost results.

Only about half of the Instagram Stories ads that were tested showed the advertised product in use, but those that did performed better on key metrics.

– To be effective, bespoke ads must be mobile-optimized.

Nearly half of the ads tested were built specifically for Instagram Stories, but few performed in the top third of all Instagram Stories ads studied — perhaps because they took longer to reveal the key message and contained longer scenes.


Instagram Stories

Whether your business posts to Instagram Stories like a pro or has never taken advantage of the feature before, these tips are worth remembering. Shorter, attention-grabbing ads that are optimized for mobile will be top performers. Let your creativity shine by using stickers, filters, and hashtags, or try out Instagram’s newest updates – the emoji slider and the questions sticker!

Maybe you want your business to succeed on social media, but just don’t have the time to post. Condron Media can help. Get in touch with us to see which of our digital marketing services can fit your needs at hi@condronmedia.com.

Launching a Social Media Campaign? Remember These 3 Tips!

1. Choose The Right Platform for Your Audience

The first rule of running a successful social media campaign is knowing your audience. Ask yourself: Who are you trying to reach with your branded message? Understanding the identity of your target audience will allow you to determine which social platforms will work best for your message.

It’s tempting to make an account on every single social media site in existence, but not always necessary. Choose wisely. If your audience is more likely to be on one specific network, don’t waste your time on a different site where your posts go unseen.

For example, 46% of U.S. adults log on to Twitter daily while nearly 70% of U.S. adults are on Facebook. You need to look carefully at each platform, and determine where your target audience is spending the majority of their time. Choose the right platform for your message by centering your strategy where your audience is.

2. Keep Content Relevant And Engaging

After you’ve identified your audience and chosen a channel to launch your social media campaign, you need to be be selective in the content you share. Your posts should be relevant, engaging, informative, and interesting to your audience, all while maintaining the core of the campaign message.

Remember to share posts that your followers will want to interact with, like colorful photos, fun facts, reviews of your products, or tips that complement the services you provide. Successful social media campaigns will forge a personal connection between your business and the consumer, so remember to give your content a personal touch.

3. Analyze Your Metrics And Make Changes Along The Way

Most social media channels will offer insights into the reach and level of engagement of your posts. You can gather all kinds of information about the content you publish, the people who see it, and the success rate of your efforts.

You can gain further insights into the users who comprise your audience, as well. What time of day is your audience engaging in your content? Who shares, likes, or comments on your posts? Use these metrics to determine what’s working, and what isn’t.

More importantly, don’t be afraid to make changes! If something isn’t working, try a new tactic or make changes accordingly. Use all available feedback to continuously improve your strategy.

Over 70% of small businesses use social media, which means that regardless of which channels you choose, you’re going to be fighting for space in the crowded social media landscape.

A social media presence doesn’t guarantee success, which is why we stress the importance of strategy at Condron Media. We work with our clients to develop custom posting schedules and create unique, relevant content. We offer a range of services that include planning, process, full creative and publishing management to fit businesses of every size. Want to learn more about our social media services? Give us a call to start working with us on your next project or campaign!

Facebook for Small Business

In the world of social media, Facebook is an undeniable powerhouse. The platform reported surpassing more than two billion active users last year. There are countless eyes on content, and Facebook can be an incredible tool for growing your small business. But how will you stand out in an increasingly large crowd?

At Condron Media, our job is to put your message in front of as many of those eyes as possible. Here are some tips for making the most out of your Facebook presence.

Grow your audience: Simple things such as “Like us on Facebook” buttons on your website, or a poster in your business inviting people to like your page can help increase your number of fans. It’s always easier to reach people who like you in the real world, but even devoted customers might need an extra push to join your Facebook audience. Consider attention-getters like hosting contests and giveaways, featuring customer photos, or posting seasonally-themed content. People will share content that interests them, and every Facebook friend of a follower is a potential new “Like” for your business page!

Grow Your Audience

Ads and boosted posts: Facebook users are bombarded with hundreds of posts in the timeline of content when they sign on. Your post may get lost in the shuffle for your devoted fans – Boosted Posts can help catapult you to the top of the list. Facebook ads can also help break free from the boundaries of those who “like” your page and put your message in front of specific demographics. These tools, when used correctly, will attract new customers and promote your business to existing fans. Condron Media can help you find the right fit for your marketing dollars!

Reach out and be responsive: Visitors who come to your Facebook page directly are probably already interested in your business. Some people may visit to leave a review or send a message asking about products and services. Always take the time to foster positive interaction with those who send messages or leave comments. American Express suggests partnering with other small businesses to enrich the audiences of both businesses. In the same way a summer sidewalk sale can attract passers-by to multiple businesses, cross-promoting fellow small businesses can increase your audience on Facebook.

The social media landscape is ever-changing, but right now Facebook is the biggest place to be. At Condron Media, we are always excited to see our clients and partners succeed. Contact us today if you’re interested in taking your social media strategy to new heights!

Marketing Your Business on LinkedIn

Social media marketing trends are increasing every year. Many popular platforms like Facebook, Twitter, and Instagram give businesses of all sizes a way to communicate with their target audience. Facebook reigns as a top social media giant, with 42% of marketers reporting that the platform is critical or important to their business. However, LinkedIn is a social networking site that is often overlooked as a way to reach consumers and create value for a brand.

LinkedIn Company Pages are free to create. Much like a Facebook Business Page, you can design your brand’s profile with your logo and a cover image, as well as a description of what your company does and what makes it stands out from its competitors. Colleagues, customers, and other LinkedIn users can follow your Company Page. Your employees can add your Company Page to their own profiles, which will also increase buzz for your business.

Posting to LinkedIn is an easy way to build brand awareness and attract followers once your page setup is complete. Share company news, milestones and industry trends, or ask followers to weigh in on relevant topics. Your posts will appear on your Company Page as well as your followers’ news feeds. You can choose to promote your brand with sponsored posts, too.

New data shows that creating the perfect LinkedIn post takes some finessing. Posts with links have the best reach, but text-only posts are pretty good too. Unlike other social platforms, hashtags and emojis are simply not as effective on LinkedIn as they are on Instagram or Twitter, so it’s best to leave them out.

Condron Media can help optimize your Company Page’s appearance in search results and build an audience on LinkedIn. We specialize at creating effective posting schedules, creating original content, and leveraging analytics that will engage your followers. If you do not have time to create, update, and monitor your Company Page, we can certainly do that for you. And if you think your business wouldn’t benefit from exposure on LinkedIn, think again. Don’t underestimate this powerful social media platform!

Audio Advertising Is More Powerful Than Ever

We consume content through a number of mediums these days. Mobile, desktop, video, social media, billboards, TV ads, and more are all competing for our attention. Despite this, one surprising medium has outlasted and outperformed all the rest. Traditional radio reaches more Americans each week than any other platform. A whopping 93% of U.S. adults are reached by AM/FM radio, compared to other types of media including television, smart phones, PC, and mobile devices, which only reach 89% or less of the population.

Who is listening, and where?

Here’s a breakdown of the stats:

  • -Americans spend 87% of their AM/FM radio listening on their three favorite stations
  • -58% of all listening goes to just one station, the listener’s top favorite
  • -Format preferences differ by listening habits, geography and even demographics
  • -65% of American adults listen to the radio away from the home between 6am and 7pm during weekdays
  • -Consumption peaks at 75% outside of the home during the afternoon drive time, between 3pm and 7pm during the week
  • -Americans who are employed listen to AM/FM radio more than those who don’t work
  • -Listeners who are employed full-time engage with radio 2.5 hours longer per week than listeners who are not

What does this mean for advertisers? Well, it’s important to keep in mind that audio advertisements transcend a variety of demographics, and the popular platform is not going away any time soon. We have decades of experience with traditional radio campaigns for our clients. Here’s a sample of some our favorite radio spots:

Meal Prep Grind

 

Jiffy Lube Talking Gas Pump

 

Keystone College

 

Jiffy Lube Time Bandit

 

Other Forms of Audio Content

Audio platforms have evolved along with the rise of technology, and so has Condron Media. We recently launched our own podcast, Campaign Critique, where listeners can enjoy industry tips and tricks as we break apart a different marketing campaign in each episode. We examine what lessons small businesses can learn from major marketing efforts, and dissect the successes or failures of that particular campaign. The podcast is available through iTunes, the Google Play store, or any preferred RSS reader. You can learn how to subscribe to Campaign Critique, or any other podcast, in one of our previous blog posts.

Happy listening!

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