The Alternative Press

Studies show that people need to see an advertisement at least nine times for it to make an impression.  With the advent of iPhones, iPads, and other mobile technology, and the ever quickening pace of society in general, some estimate that now, for an ad to make an impression, it needs to be seen 30 or more times. 

And so, if you rely on traditional methods of advertising alone, you need to do it right or you may be wasting your marketing dollars

Doing it right means spending enough resources among several different avenues to be able to reach the most people possible in an effective and consistent way over the course of time.

I spoke with a local business owner a few months ago who spent $50,000 for an ad in Vogue.  It was his whole marketing budget for the year.  Bad move. 

Why?

1. You’ll never be seen by someone who doesn’t subscribe to or happen to pick up that one issue of Vogue.
2. Vogue is a national magazine so while you are reaching many people, relatively few live in this area.
3. The ad is a one-time shot.  There is no repetition and no lingering benefits of the ad.
4. You should never put all of your marketing dollars in one basket.
5. With the majority of people obtaining their information online, to advertise solely in print misses the majority of potential customers.

Now, not everyone can necessarily relate to placing a $50,000 ad in Vogue, but the concepts or lessons learned remain the same:

1. Target your marketing to those most geographically close or otherwise likely to desire your product or service.
2. Advertise repeatedly over a consistent period of time to build up your brand recognition. The next time someone needs to buy something, your brand will come to mind. 
3. Advertise in multiple venues to reach the greatest number of potential customers.
4. Have a healthy mix of traditional and online advertising, with an emphasis on online, given the shift towards digital news and purchasing patterns.
5. You’ll get much more for your marketing dollars online. Online advertising costs less than traditional print because there are no paper, printing, or circulation costs.  And results can be tracked.

In the end, if your present mix simply isn’t doing the job of being seen at least nine – or thirty! – times, either because of a lack of resources or because you have chosen the wrong avenues, you probably have made a less than optimal use of your marketing budget.

References:

http://www.businessknowledgesource.com/marketing/the_importance_of_repetition_in_advertising_021569.html

http://adage.com/article/guest-columnists/online-advertising-frequency-equal-repetition/229810/