One exposure may work for some things —“I’ll give you $1 million if you recite the alphabet backwards.”— but in virtually all other cases, multiple exposures are required. If you want to brand your business (to gain recognition for it in the public eye), then you need to get it in front of your customers as often as possible.
How do you think Ivory Soap, Campbell Soup and Tide all built their brands so deeply into our minds? Through years and years of repeatedly advertising. That’s why those brands pop into our head when we think about soap, soup or laundry detergent. If you want to build your brand, and make customers remember your company, you need to advertise frequently.
1. People have new wants and needs every day.
Very few people have a need for any specific merchandise item on any given day. In half of all general merchandise categories measured in a 2000 consumer shopping study, the consumer’s decision to buy and the actual purchase was made in one day. Frequent advertising reaches this “thin market” when they are ready to buy, not just when you are ready to sell.
2. Frequent advertising reaches your customers—regardless of reading habits.
Frequency builds awareness. Awareness builds familiarity and familiarity builds trust. Conventional wisdom says that your audience needs to be exposed to your ad 2.5 times to sink in and build awareness. Just like dieting, advertising gets the best results over time. Each ad builds on prior brand recognition.
3. Frequency offers you the best rates.
Whether these incentives are for repeating an ad in a certain period or for contracting to run a certain amount of space over time or investing a certain amount of money, publications recognize the need for frequency and encourage customers to use it.
4. Today’s ad may influence—but the next will close the deal for a lukewarm prospect.
5. Frequent advertising helps you beat your competition.
If you are not advertising as much as your competition does, who is more likely to reach the consumer who is ready to shop?
6. Advertising is just as important as your day to day operations.
Every day you
- Open your store.
- Keep your shelves stocked.
- Keep your phone connected.
- Have your staff come to work.
Shouldn’t you invite customers in by advertising frequently? Advertising is one of your smallest expenses. Yet, not using it often enough can kill your business. For the average business, the investment in advertising could be as low as 2–3 percent.
7. Advertising frequently = higher than average results.
Every business needs new customers each week. A study conducted by the Advertising Research Federation showed that more frequently advertised products resulted in higher profits.
8. Frequent advertising helps you spread your sales evenly throughout the year.
You can avoid spikes in customer traffic, efficiently utilize resources and manage inventory.
9. Frequency raises your voice above the hubbub of the marketplace.
Make your voice heard! Frequency helps your advertising cut through the clutter of all the other messages out in the markeplace. If advertisers don’t hear YOUR voice, whose are they hearing?
10. People forget!
What are the statistics about how fast people forget? Something like 80 percent forget a message in 24 hours. Frequent reminders decreases forgetfulness.
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