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This is the third article of a three-part series. I'm illustrating the marketing challenges of 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 potential and current customers, the more likely you will make a sale.
Depending on what study you look at, people need to see your message anywhere from three to 27 times before they act upon it.
And, if you want to brand your business, 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.
So if you want to build your brand, then you need to advertise frequently.
There's another benefit to advertising frequently. It also helps your current customers.
People like to know they made the right decision after they purchased something. How much reassurance they need depends on how much they spend, but everyone needs some confirmation they made the right decision. Your advertising can help.
Studies have shown that people are more aware of car ads after they purchased a car -- specifically car ads of the model they bought. And they're more likely to both believe and approve of the message. Again, because they want to know they made the right decision.
So there are many good reasons to advertise frequently. Does that mean you have to spend a fortune? Not necessarily. There are a few tricks you can use to get the frequency you need at a low cost. (These are print tricks -- other advertising outlets, such as radio and online, we'll talk about in future issues.)
1. Make your ad as small as possible. Small ads cost less. See "Advertising on a Budget - Part 2: Thinking Small" for more information on shrinking your ad.
2. It's better to schedule your ads to run all at once than spread them out. People will never remember when they don't see your ad, only when they do. If they see your ad a lot in one week, they're going to be under the impression you advertise all the time because they won't remember NOT seeing your ad other weeks.
3. Take advantage of any frequency programs your newspaper offers. And definitely sign a contract -- don't run ads under the open rate.
Here's how it worked for PWC.
The newspaper had a program called "3 For Free." If you ran an ad three days in a row, you got the next three days for free (the paper was published six days a week).
We designed a tiny ad -- a one by two inch ad -- and we ran it six days in a row. Then we skipped the next three weeks and did the same thing again the next month.
After a year of doing this, PWC had people coming up to her telling her they saw her ad "all the time." Business owners wanted to advertise on PWC because they could see the commitment PWC had to advertising. Brides and grooms were visiting PWC on a regular basis because they were being "reminded" monthly.
What did all this cost? About $100 a month.
But, a word of caution. It takes time to build a business and a brand. It won't happen overnight. But it will happen, especially if you remember to keep getting your name in front of your customers and potential customers as often as you possibly can.
Michele Pariza Wacek owns Creative Concepts and Copywriting, a writing, marketing and creativity agency. She offers two free e-newsletters that help subscribers combine their creativity with hard-hitting marketing and copywriting principles to become more successful at attracting new clients, selling products and services and boosting business. She can be reached at http://www.writingusa.com
MORE RESOURCES updated Thu. May / 17 / 2012 TIME | Facebook Advertising Shows 'A Lot Of Potential But It's Not A Slam-Dunk' Huffington Post By Nicola Leske and Kate Holton NEW YORK/LONDON (Reuters) - General Motors Inc's decision to stop advertising on Facebook may be a wake-up call for the No. 1 social network, but Top advertising executives say it's far too early to know if the site will ... Facebook's biggest problem is that it's a media company Is Advertising on Facebook Worth the Expense? Why I Lost My Faith In Facebook Advertising |
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 Seattle Post Intelligencer (blog) | Skechers agrees to pay $45 million to settle charges of sketchy advertising of ... Seattle Post Intelligencer (blog) By Rita R. Robison Kim Kardashian, fresh from a sweaty workout and pictured in a variety of steamy, suggestive poses, decides in a TV advertisement to dump her personal trainer. “It's not someone else, it's something else” Kardashian, a reality TV-show ... Sketchy ads? Skechers agrees to pay $50M to settle false-advertising allegations Skechers settles with WA over false advertising Shoe-maker accused of sketchy advertising settles lawsuit |
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Viewers Want Choice, Control and Relevance from Online Video Advertising ... San Francisco Chronicle (press release) New York, New York (PRWEB) May 17, 2012 Vibrant Media, the global leader in premium contextual advertising, has released key research findings that determine what viewers want in their video advertising: choice, control and relevance. |
New Mobile iPhone Application for Location-Based Virtual Advertising Sacramento Bee By They Creative Advertising HOUSTON, May 17, 2012 -- /PRNewswire-iReach/ -- They Creative Advertising introduces Knibbler™ iPhone application, a location-based advertising tool for individuals and small business owners. Using the dynamic Knibbler™ ... |
 Sydney Morning Herald | Apple Moves to Dismiss Siri False Advertising Suit PC Magazine But Apple's main counter-argument appears to be its contention that the plaintiffs' complaints lack the specificity that would be required to back up their claims of false advertising—failing to provide "a single actionable misstatement" on the part ... Apple Responds to Siri Class Action Lawsuits |
Coca-Cola Dodges Federal False Advertising Claim Courthouse News Service By TIM HULL (CN) -- Pomegranate juice purveyor Pom Wonderful cannot pursue federal false-advertising claims that Coca-Cola's pomegranate blueberry drink contains mostly apple and grape juices, but it may be able to revive its state law challenges, ... |
 Street Fight | Local Ad Spending Moving More to Mobile and Online; BIA/Kelsey's Media Ad View ... MarketWatch (press release) CHANTILLY, Va., May 17, 2012 /PRNewswire via COMTEX/ -- According to BIA/Kelsey's Media Ad View reports, local advertising spending will experience a compound annual growth rate of 2.6 percent between 2011 and 2016, with revenues climbing from around ... BIA/Kelsey: Local Ad Spending Moving More To Mobile And Online, Radio 'Holds ... Mobile, Online Local Ad Spending Will Double in the Next 5 Years Forecast: Locals Ads Hit $150 Mil By 2016, Trad Media Holds |
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