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Advertising on a Budget -- Part 3: Frequency, Frequency, Frequency


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


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Sun. November / 18 / 2018

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St. John's to Launch MS in Integrated Advertising Communications - St John's University News

St John's University News

St. John's to Launch MS in Integrated Advertising Communications
St John's University News
To give students a more competitive edge in the burgeoning field of advertising, St. John's University's College of Professional Studies is introducing a Master of Science (M.S.) program in Integrated Advertising Communications (IAC) in January 2019.


The State Of Advertising Has Never Been Worse - Forbes

Forbes

The State Of Advertising Has Never Been Worse
Forbes
Advertisers push steady budget cuts, challenge fees, and force account reviews to drive down the rising cost of marketing due to the expansion of touchpoints, and the price inflation of media, content, data, and technologies. This puts pressure on ...


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KFGO News

The egos disbanded? Bridging the great advertising divide
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What you need to know in advertising today - Business Insider

Business Insider

What you need to know in advertising today
Business Insider
But a day after the report, advertisers like Pringles, Cheez-It, Oscar Mayer, and Hertz, to name a few, continue to run ads on NTK Network, Business Insider has found. Kellogg's is the parent company of Pringles and Cheez-It while Kraft owns Oscar Mayer.
Delay, Deny and Deflect: How Facebook's Leaders Fought Through CrisisNew York Times
Facebook hired firm with 'in-house fake news shop' to combat PR crisisNBCNews.com

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Targeted Advertising Is Ruining the Internet and Breaking the World - Motherboard

Motherboard

Targeted Advertising Is Ruining the Internet and Breaking the World
Motherboard
It all started with targeted advertising, and with the new economic arrangement that Harvard Business School scholar Shoshana Zuboff calls "surveillance capitalism." Just like 20th century firms like General Motors and Ford invented mass production and ...


Facebook Holiday Advertising: How To Win When Ad Costs Rise 25% - MarTech Advisor

MarTech Advisor

Facebook Holiday Advertising: How To Win When Ad Costs Rise 25%
MarTech Advisor
Brian Bowman, CEO of Consumer Acquisition cites several research studies and walks us through how to manage the holiday ad wave and strategies for how to stay profitable when ad costs spike. Late Q4 is unlike any other advertising environment of the ...


Versa-Bands Offers Incredibly Strong, Flexible and Customizable Advertising Solution for Companies and Organizations - MarTech Series

MarTech Series

Versa-Bands Offers Incredibly Strong, Flexible and Customizable Advertising Solution for Companies and Organizations
MarTech Series
Versa-Bands recently released their line of military-grade polymer bands, intended as a top performing advertising specialty product to help companies and organizations promote in a more visible way. Available in three sizes — four-inch, seven-inch ...


Cigarette advertising lights up conversation about Aspen's ski pass art - Aspen Times

Aspen Times

Cigarette advertising lights up conversation about Aspen's ski pass art
Aspen Times
Local reaction was mixed on opening day to the Aspen Skiing Co.'s unusual lift ticket design, which features text from old cigarette advertisements. As part of Skico's "Art in Unexpected Places," the ticket design is the work of artist Hank Willis ...


Not advertising on Amazon? You're probably missing out - ClickZ

Not advertising on Amazon? You're probably missing out
ClickZ
Amazon Prime has pretty much become America's favorite department store. Where else can you get cleaning supplies, cosmetics, even high-end clothing, all in the same place and delivered right to your door? That's probably why Amazon now boasts more ...

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VEP to bring in stakeholder advertising in-house - Estes Park Trail-Gazette

VEP to bring in stakeholder advertising in-house
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Change is on the horizon at Visit Estes Park in 2019. Aside from staff's plans to unveil their website redesign and tracking visitor metrics with more accuracy, the marketing district is about to bring their sales services in-house and with that, more ...


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