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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.

A Beginner’s Guide to Google Ads

Consumer expectations are constantly changing across all industries. People expect fast, accurate information at the touch of a button, and customers are searching for products and services in more ways than ever before. Few have the patience to dive any deeper than the first page of search results, which is why results rankings are so crucial for brand exposure online.

So how can your business stay ahead of the competition and in front of the consumer’s line of sight? Your organization can gain increased brand awareness, website traffic, and conversions by appearing on the first search results page through Google Ads.

What are Google Ads?

Google Ads, formerly known as Google AdWords, is an online advertising tool that allows your business to gain exposure across numerous devices and networks. The unique network options that Google offers include graphic display ads, YouTube video ads, text-based search ads, or in-app mobile ads, giving you plenty of ways to reach your target customer.

If you use Google like the rest of the world (Google holds 74.5% of the global Search Engine market share, processing 3.5 billion searches everyday), you’ve probably seen sponsored search results before. They appear at the top, side, or sometimes bottom of the results page and are denoted by a small green icon that indicates you’re viewing a paid ad.

How Does It Work?

Ads are intent driven. Your ads can appear if the words people type into the search bar match your list of pre-set keywords. Your keywords need to be relevant to the search term to appear.

So, an effective Ads campaign relies heavily on understanding the customer journey and recognizing the intent behind why a customer might be searching for a particular keyword.

Setting Up

Campaigns need a few basic elements to be effective. First, each campaign requires at least one Ad Group. An ad group organizes your campaign by containing only ads that share a common set of keywords. You determine the keywords you wish to target.

For example, let’s say you run a local coffee shop.

You might have one ad group for “beverages” and another ad group for “breakfast menu items.” Each ad group should then contain multiple ads that target the same set of keywords. The beverage ad group might target coffee, tea, and juice, while the breakfast menu items ad group targets bagels, egg sandwiches, and donuts. The keyword list in each ad group tells Google’s system to show ads for these products only in searches related to them.

While you do have the freedom to lump all of your ads into just one ad group, your campaign will stay more organized and your results will be more effective following a segmented structure with multiple ad groups and multiple ads. We recommend creating at least three rotating ads per ad group. Remember that different ad groups should target different sets of keywords.

The effectiveness of a Google Ads campaign is also based on the quality of the ad, the relevance of the ad copy, the landing page on your website, and your budget.

One of the best budget-friendly features of an Ads campaign is that it follows the pay-per-click model, meaning that the total ad spend is based on clicks, not impressions. This means you only pay when someone actually clicks on your ad to get to your website. Each dollar spent drives traffic to your site.

Ads campaigns are most effective when they are managed consistently and adjusted properly over the life of the campaign.


Don’t Let the Details Scare You!

Maybe our Google Ads breakdown made perfect sense to you, or maybe it seems like we’re speaking Greek. We get it. Ads is a fully-customizable tool that certainly has its intricacies.

Don’t let the process scare you away from a potential opportunity to grow your business! Google Ads is a fantastic addition to any digital advertising campaign. Let Condron Media help your organization navigate through the fickle world of search networks and keywords with our digital marketing services.

Consumers Still Look to Traditional Advertising

After 23 years providing marketing, advertising, and public relations to successful clients, it’s safe to say we know a thing or two about traditional marketing here at Condron Media.

Although we offer both types of advertising for our clients, the “traditional marketing versus digital marketing” debate is endless. Both have certain advantages and disadvantages. We believe the power of traditional marketing in our region is still strong. Conventional tactics, like traditional broadcast and print media, allow promotion through tried-and-true methods offline with a proven success rate.

Print media such as newspapers, billboards, direct-mail postcards, posters, and brochures are all forms of traditional marketing that have unique benefits over digital marketing, particularly in this market where our median age is appreciably higher than the national average.

Despite an increase in online trends, a recent study found that U.S. consumers prefer print advertising mediums equally as much as advertisements on social media. Consumers have also reported that traditional mediums are more trustworthy than online advertisements. Television/broadcast and print media rank highest in the consumers’ eyes, proving that traditional marketing is alive, well and effective.

Trustworthiness of Advertising Mediums (1)

Traditional marketing and digital marketing work well together to optimize exposure for businesses of every size. If you rely solely on online advertising to promote your organization, you will be missing out on opportunities for exposure from traditional media outlets.

Condron Media has perfected the balance of online advertising with traditional marketing methods to put your message in front of the right clientele. The real key to a successful marketing campaign is a blend of both digital and traditional tactics to balance consumer trust and online exposure. If you’re wondering whether traditional marketing is dead, work with us and leverage over two decades of our experience to see firsthand that it is alive and well!

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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