In Part 1 we identified your customers and how to reach them. Reach.
In Part 2 we looked at how to convince them they need your product or service. Message.
In part 3 we’re going to talk about the number of times your target demo needs to be exposed to your message for it to be effective. This is called Frequency.
The more times people see or hear your ad, the more likely they’re going to be familiar with it and remember it.
Frequency is all about promoting brand recognition and allows you to be top of mind during the customers buying cycle.
Using the image above as an example:
1. Carol starts with a perfectly good washing machine. Carol is not thinking about a new one.
2. Carol starts to hear a clunking noise. She starts to pay attention to ads for washing machines, as they are now relevant to her.
3. Her machine breaks down completely.
4. She buys a new one from the top 3 washing machine shops she can recall from advertising.
5. Carol has a new washing machine and is feeling great.
Frequency can be a balancing act. You need to advertise often enough to be remembered when you enter your customer’s buying cycle, but not so much that you break your bank.
There are some tricks that can get you the frequency you need but can save you money.
- Advertising 1 week on, 1 week off, can create an illusion of consistency.
- High frequency smaller commercials with a lot of clout.
- Advertising at specific times of the day. For example: School pick-up and drop-off times if you’re advertising to parents.
- Taking advantage of media organisations’ promotional packages.
If you’ve just opened a new business, you will initially need to advertise at a higher frequency, so people know you are open for business. After you have established your presence you can drop the frequency to a point that ensures you are remembered on a continuing basis. It’s also a good idea to increase the frequency of your advertising if you’re having a sale, have introduced a new product or there’s a special day coming up like Mother’s Day.
The best way to guarantee the success of your business is to have a twelve-month advertising plan, and you can find free templates online to help you create one.
There are 3 good reasons for having a plan.
1. It will give you direction and clarity.
2. It will reduce stress.
3. It will help you achieve your business goals.
Never stop advertising. If you do, you are forgotten, and your competitors will take your customers.
- The more often your customers see or hear your ads, the more they’ll remember you.
- Adjust the frequency of your adverting to suit different promotions and times of the year.
- Create an advertising plan.
As mentioned in Part 1, advertising doesn’t need to be complicated. You can become a successful business owner through the simple principles of Reach, Message and Frequency, but they must be balanced. One without the others will mean money wasted.
If you want to spend more time growing your business, rather than working in it, then understanding Reach, Message and Frequency will give you an advantage over your competitors and help your business succeed.