Marketing in the price range Frequency,This is the third article in a three-part Sequence. I’m illustrating a marketing situation that demands PrescottWeddings.com, a small business.
If you don’t remember anything else about marketing, remember this: Frequency is king.
The more often you can get your name in front of your skills and current Buyers, the more likely you are to make a sale.
Depending on what you learn, people will need to see your message anywhere from three to 27 times before they act on it.
And, if you want your business enterprise, then you should get it in front of your valuable clients as often as possible.
How do you feel Ivory Cleaning, Campbell Soup, and Tide soaps all built their manufacturers so deep into our minds? Through years and years of continuous Marketing. That’s why those manufacturers pop into our heads when we think about cleansing soap, soup or laundry detergent.
So if you want to build your Company then you need to advertise often.
There is one other advantage to frequent marketing. It also helps your existing customers.
People want to know that they made the right decision after they bought Anything. How much collateral they need depends on how much they spend, but both parties show some affirmation that they’ve made the right decision. Your marketing can help.
Learn has proven that people are more aware of car ads after they buy a car — of course the car ad from the model they get. And they are more likely to perceive and agree with the message. Again, because they want to know they made the right decision.
So there are lots of good reasons to advertise frequently. Does that mean you have to spend a lot of money? No. Basically. There are several methods you can use to get the frequency you need at a low cost. (This is a print tip — Other store marketing, like radio and online, we’ll talk about in a future issue.)
- Make your ad as small as possible. Smaller ads are cheaper. See Marketing on Finance – Part 2: Think Small” for more information on shrinking your ads.
- It’s better to time your ad to run all at once than to spread it around. People will never remember when they didn’t see your ad, only when they saw it. If they see your ad often in one week, they will get the impression that you are advertising all the time because they will not remember NOT seeing your ad the other weeks.
- Take advantage of any frequency interference that your newspaper provides. And definitely sign a contract — don’t run ads below the open rate.
Here’s how it works for PWC.
The newspaper has a program called “3 Free.” If you run your ad three days in a row, you get the next three days for free (papers are published six days a week).
We designed small ads — one-by-two-inch ads — and we ran them six days in a row. Then we skipped the next three weeks and did the same thing again the following month.
After a year of doing this, PWC asked people to come to him to tell them they saw his ad “all the time”. Business owners want to advertise on PWC because they can see the commitment PWC has to advertising. Bride and groom visit PWC regularly because they are “reminded” every month.
How much does all this cost? About $100 a month.
But, a word of warning. It takes time to build a business and a brand. It won’t happen overnight. But it will, especially if you remember to keep your name in front of your customers and prospects as often as possible.