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Reach vs. Frequency: Touch 100 Once or 25 Four Times?


Reach and frequency are terms generally used when planning advertising campaigns. However, the concept of reach and frequency applies to any promotional activity you undertake: direct mail, direct selling, and even networking.

Reach is the number of people you touch with your marketing message or the number of people that are exposed to your message. Frequency is the number of times you touch each person with your message. In a world of unlimited resources you would obviously maximize both reach and frequency. However, since most of us live in the world of limited resources we must often make decisions to sacrifice reach for frequency or vice versa.

For example, an air conditioning repair service who has decided to do a direct mail piece has to decide whether to mail the entire Dallas/Fort Worth Metroplex once or to mail a quarter of the Metroplex four times. An attorney who receives many of her clients through networking may have to decide whether to attend one weekly networking meeting or four different monthly meetings.

When faced with decisions of reach vs. frequency remember this rule of thumb:

Reach without Frequency = Wasted Money

Marketing is the process of building a business relationship with potential customers. Have you ever established a lifelong friendship with someone you had contact with only once? Probably not. Generally friendships (and all relationships for that matter) grow as a result of frequent contact over time. Even when the potential to form a great friendship is there at the first encounter, it is unlikely it will grow without nurturing.

Seth Godin in his book Permission Marketing uses an analogy of seeds and water to demonstrate the importance of assuring adequate frequency in your promotional campaigns. If you were given 100 seeds with enough water to water each seed once would you plant all 100 seeds and water each one once or would you be more successful if you planted 25 seeds and used all of the water on those 25 seeds?

While intuitively and even conceptually we understand the importance of frequency to successful promotional and sales campaigns, somehow when it comes to actually implementing the campaign, we opt to sacrifice frequency for reach. And then we complain about the ineffectiveness of our promotional efforts. Undoubtedly one of the biggest wastes of marketing dollars is promotional activities that are implemented without adequate frequency.

When faced with the decision of mailing one direct mail piece to 10,000 people or mailing to 2,500 people four times think about the fate of those 100 seeds you can water only once. Unless you have water rights and can obtain additional water, opt for less reach and more frequency.

© 2003 Strategies-by-DESIGN. May be reprinted with credits and contact information.

Julie Chance is president of Strategies-by-DESIGN, a Dallas based firm that helps small businesses and service professionals Map A Path to Success by attracting potential clients and turning them into loyal customers. Strategies-by-DESIGN provides consulting, training and skills based coaching in the area of marketing strategy development. For more information or to sign up for our free marketing tips e-newsletter go to http://www.strategies-by-design.com or call 972-701-9311.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Tue. March / 19 / 2024

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Microsoft Advertising testing new interface similar to Google Ads  Search Engine Land

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Judge Throws Out Sephora Clean Beauty False Advertising Lawsuit  The Business of Fashion

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Kristen Cavallo Retires From Advertising After 30 Years in the Industry  Adweek

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Kristen Cavallo retires from advertising for political activism  Ad Age

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While advertisers are playing it cool, they're hesitant to unleash their budgets on TikTok  Digiday

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National CineMedia 4Q Profit Rises After Increase In Advertisers  MarketWatch

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Fox recalled for Iwo Jima service, advertising agency, TV show  Cleveland Jewish News

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Tesla flexes Model Y achievements with Cybertruck in rolling advertisement  TESLARATI

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Podcast Industry in 2024: Top Platforms, Audience Stats, & Ad Trends  eMarketer

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Electronic Advertising Provisions Become Law in VA  Brewers Association

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Advertising Sales Representative (Fargo)  KVLY

Advertise with Us - E&E News by POLITICO
Advertise with Us  E&E News by POLITICO

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BMI Pays Tribute to Retiring CEO of the Radio Advertising Bureau  BMI, music

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National columnist examines CFPB reverse mortgage advertising data  Yahoo Finance

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CNN International Commercial elevates Sebastian Laver to lead content sales and advertising for Latin America  Editor And Publisher Magazine

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OUT OF HOME ADVERTISING CONTINUES ON GROWTH TRAJECTORY, UP 2.1% IN 2023  PR Newswire

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Jury finds man guilty of gun, drug offenses after advertising drugs for sale on social media  Abccolumbia.com

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Can advertising tell the truth? This vodka brand is giving it a shot  The Drum

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Advertising Could Gobble Up The Grocery Business  AdExchanger

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Where Your Advertising Work Comes To Life: It's That Time Of Day 03/18/2024  MediaPost Communications

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Learning from the (Advertising) Pros | BU Today  Boston University

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Lamar Advertising Executives' Salaries and Bonuses Increase - TipRanks.com  TipRanks

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Advertising salary guide—why design jobs are in demand  Ad Age

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Is Townsquare Media Inc (TSQ) a Good Choice in Advertising Agencies Monday?  InvestorsObserver

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National CineMedia, Inc. Announces New $100 Million Share Repurchase Program  Yahoo Finance

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Textured Hair Advertising Campaigns  Trend Hunter

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Gen AI Will Impact Media And Advertising In Multiple Ways, Experts Say.  Insideradio.com

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Court Tosses Out False Ad Case Over Sephora's "Clean" Line  The Fashion Law

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Private Equity Firms Investing in Advertising and Marketing Companies  Business Insider

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3 big reasons to be optimistic about advertising in 2024, survey reveals  The Drum

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Identity Is Paramount For Paramount: Scoles Offers Advertisers Real Audiences – Beet.TV  BeetTV

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ADWEEK Names Ryan Joe Editor in Chief  Adweek

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Europe’s AI Act Nudges Advertisers Toward Responsible Generative AI Use  AdExchanger

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National CineMedia, Inc. Reports Results for Fiscal Fourth Quarter and Full Year 2023  Yahoo Finance

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Lamar Advertising (NASDAQ:LAMR) Shares Purchased by Sunbelt Securities Inc.  Defense World

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What a TikTok Ban Would Mean for Advertisers  WiscNews

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A tribute to Fali Vakeel: Indian advertising's 'last Mad Man' | News  Campaign Asia

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Sunbelt Securities Inc. Purchases 503 Shares of Lamar Advertising (NASDAQ:LAMR)  Defense World

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EU introduces new rules on transparency and targeting of political advertising  Présidence française du Conseil de l'Union européenne 2022

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A weary advertising spend canary in a slow start to the year  AdNews

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What Would a TikTok Ban or Sale Mean for Advertisers?  Adweek

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IAB: Adapting To Consumer Data Limitations, Advertisers Are Turning To First-Party Options.  Insideradio.com

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MFE rises over 5% on strong Q1 advertising forecast  TradingView

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Ayurvedic company in India banned from advertising certain products : Goats and Soda  NPR

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GenAI in Advertising  EMARKETER

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Free TV says further gambling advertising restrictions would significantly impact revenue  AdNews

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Adalytics report exposes the intricacies of made-for-advertising sites  Digiday

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Amazon apologizes after its AI advertising system makes costly error  Search Engine Land

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Microsoft shows another Bing popup advertisement to Windows users  Ghacks

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Anomaly wins global brief to ‘supercharge’ Tonies audio platform  More About Advertising

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Social Security: How we protect you from misleading advertising and communications  Terre Haute Tribune Star

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Advertise - exploreClarion
Advertise  exploreClarion

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Storyboard18  Storyboard18

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The Shift's Sam Baker: How to make your own media (and conquer advertisers' menopause fear)  Media Makers Meet

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SDSU student advertising team receives top honors at American Advertising Awards  SDSU Athletics

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Lamar Advertising (NASDAQ:LAMR) Shares Acquired by Raleigh Capital Management Inc.  Defense World

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McDonald’s rewards W+K’s creativity with the toughest brief in town  More About Advertising

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Q4's stasis provided a launchpad for publishers' Q1 advertising businesses  Digiday

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Pitt State Graphics and Communications students win big in elite advertising competition  Pittsburg State University

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Bill to tax advertising would hurt main street Nebraska businesses • Nebraska Examiner  Nebraska Examiner

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The FTC's PrivacyCon Was Chock-Full Of Warning Signs For Ad Tech  AdExchanger

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