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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?

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