Advertising Frequency Matters
Have you ever mailed a postcard advertising an event, open house or promoting a free CMA and received less than amazing results? Your advertising frequency could be to blame.
Thomas Smith wrote a guide called Successful Advertising in 1885. His observation on human behavior and response to advertising still holds true today:
- The first time people look at any given ad, they don’t even see it.
- The second time, they don’t notice it.
- The third time, they are aware that it is there.
- The fourth time, they have a fleeting sense that they’ve seen it somewhere before.
- The fifth time, they actually read the ad.
- The sixth time they thumb their nose at it.
- The seventh time, they start to get a little irritated with it.
- The eighth time, they start to think, “Here’s that confounded ad again.”
- The ninth time, they start to wonder if they’re missing out on something.
- The tenth time, they ask their friends and neighbors if they’ve tried it.
- The eleventh time, they wonder how the company is paying for all these ads.
- The twelfth time, they start to think that it must be a good product.
- The thirteenth time, they start to feel the product has value.
- The fourteenth time, they start to remember wanting a product exactly like this for a long time.
- The fifteenth time, they start to yearn for it because they can’t afford to buy it.
- The sixteenth time, they accept the fact that they will buy it sometime in the future.
- The seventeenth time, they make a note to buy the product.
- The eighteenth time, they curse their poverty for not allowing them to buy this terrific product.
- The nineteenth time, they count their money very carefully.
- The twentieth time prospects see the ad, they buy what is offering.
Frequency sells, especially in advertising. We recommend developing a specific strategy to reach your campaign goals. Perhaps instead of trying to reach as many people as your budget allows, you could target a narrower audience with multiple messages. Imagine if you caught them on multiple platforms – direct mail, Facebook, Instagram, a phone call and/or even word of mouth!