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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. May / 21 / 2019

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Online Advertising - How to Make It 100% Effective?  AiThority

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Fox News Hires New Head of Advertising Sales  Hollywood Reporter

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How to Leverage Your Alumni Network to Land a Job in Advertising  Adweek

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The Luupe seeks to bring the female gaze to advertising  Quartz

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Advertising Coin (ADVC Token): Legit Cryptocurrency Investment?  Bitcoin Exchange Guide

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Twitter CFO: Trade tensions won't ding our digital advertising business in China  CNBC

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AXIS Launches Refreshed Brand and Logo, New Website and Brand Awareness Advertising Campaign  Business Wire

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The Future of Display Advertising  Marketing Land

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Amazon's advertising sales growth is slowing down - CNBC
Amazon's advertising sales growth is slowing down  CNBC

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Remembering Doris Day and her influence on music in advertising  AdAge.com

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Companies Continue To Stumble Over Racially Offensive Advertising Campaigns  NPR

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US Digital Advertising Market Presents Huge Opportunity for Yelp  Market Realist

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The Insidious Effects Of Advertising - NPR
The Insidious Effects Of Advertising  NPR

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Pinterest Targeting Massive Advertising Opportunity  Seeking Alpha

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Spanish Ombudsman calls for gambling advertising ban  iGaming Business

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EBay Denies Rumors It Will Start Accepting Crypto, Despite Advertising at Crypto Event  Cointelegraph

EBay has denied rumors that it is going to start accepting cryptocurrency as a payment method, according to a Bloomberg report on May 14. Speculation has ...


Microsoft Advertising is no longer just chasing parity with Google Ads – it’s building unique ads features - Search Engine Land
Microsoft Advertising is no longer just chasing parity with Google Ads – it’s building unique ads features  Search Engine Land

The ads engineering team at Microsoft has long been focused on bringing parity to Google Ads. While that still remains a focus, there has recently been an ...


Digital Advertising Is Increasingly Concentrated Among a Few Winners - Motley Fool
Digital Advertising Is Increasingly Concentrated Among a Few Winners  Motley Fool

U.S. digital ad spending surpassed $100 billion last year, according to the Interactive Advertising Bureau's latest full-year report. The $107.5 billion marketers ...


Massive Growth Report on Interactive Advertising Market 2019-2025 with Major Key Player: Grey Advertising, Wieden+Kennedy, Butler, & more - Market Research Ledger
Massive Growth Report on Interactive Advertising Market 2019-2025 with Major Key Player: Grey Advertising, Wieden+Kennedy, Butler, & more  Market Research Ledger

New Research Study on Interactive Advertising Market Growth of 2019-2025: The Interactive Advertising market Report provide in-depth analysis and the best ...


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