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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 Wed. July / 15 / 2020

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Weis Markets ups its digital advertising game  Supermarket News

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AcuityAds Provides Update on Advertising Automation Platform Development  PRNewswire

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Black advertising employees report 'unsafe' work environments, survey reveals - Agencies - MM&M  Medical Marketing and Media

Biden is advertising in Texas. That’s ominous for Trump. - The Washington Post
Biden is advertising in Texas. That’s ominous for Trump.  The Washington Post

Globo Named Anchor Partner Of Plug And Play's Media & Advertising Program - MarTech Series
Globo Named Anchor Partner Of Plug And Play's Media & Advertising Program  MarTech Series

Zimmerman Advertising CEO Is Stepping Down After Nearly 6 Years - Adweek
Zimmerman Advertising CEO Is Stepping Down After Nearly 6 Years  Adweek

New president at American Advertising Federation Pittsburgh - Pittsburgh Business Times
New president at American Advertising Federation Pittsburgh  Pittsburgh Business Times

IAB US Podcast Advertising Revenue Study: FY 2019 & 2020 COVID-19 Impact - IAB
IAB US Podcast Advertising Revenue Study: FY 2019 & 2020 COVID-19 Impact  IAB

BYU advertising student promotes racial equality in Utah - The Daily Universe - Universe.byu.edu
BYU advertising student promotes racial equality in Utah - The Daily Universe  Universe.byu.edu

Advertising agency to give away $15K to women-owned businesses - LimaOhio.com
Advertising agency to give away $15K to women-owned businesses  LimaOhio.com

Amp spotlight: Straight talk on racism in advertising—and where to go from here - AdAge.com
Amp spotlight: Straight talk on racism in advertising—and where to go from here  AdAge.com

Kochava Fundamentally Changes Digital Advertising with a Unified Privacy-First Identity Solution - Business Wire
Kochava Fundamentally Changes Digital Advertising with a Unified Privacy-First Identity Solution  Business Wire

P&G advertising morphs into movie making - Cincinnati Business Courier
P&G advertising morphs into movie making  Cincinnati Business Courier

App Annie Ascend Unlocks Mobile Advertising and Monetization - PRNewswire
App Annie Ascend Unlocks Mobile Advertising and Monetization  PRNewswire

CommerceIQ Launches Industry’s First Advertising Managed Service Enabling Consumer Brands - MarTech Series
CommerceIQ Launches Industry’s First Advertising Managed Service Enabling Consumer Brands  MarTech Series

AdAdapted, Leading Add-to-List Mobile Advertising Platform, Secures Series A Funding - Food Dive
AdAdapted, Leading Add-to-List Mobile Advertising Platform, Secures Series A Funding  Food Dive

Ninth Circuit Finds No Coverage Under Advertising Liability Policy for Walmart’s Floor Display of Goods and Services Supplied by Insured Apparel Vendor - JD Supra
Ninth Circuit Finds No Coverage Under Advertising Liability Policy for Walmart’s Floor Display of Goods and Services Supplied by Insured Apparel Vendor  JD Supra

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National Advertising Division Issues Decision on “100% Natural,” Satiety, and Curbing Cravings Claims  JD Supra

Alphabet's Non-Advertising Revenue Grows Fast - Seeking Alpha
Alphabet's Non-Advertising Revenue Grows Fast  Seeking Alpha

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National advertising awards for Kapiolani CC students  UH System Current News

Tribune, business partners earn state advertising awards | Business - Walton Tribune
Tribune, business partners earn state advertising awards | Business  Walton Tribune

Advertisements in other cities are said to be promoting Corpus Christi as a vacation spot - KIIITV.com
Advertisements in other cities are said to be promoting Corpus Christi as a vacation spot  KIIITV.com

Lamar Advertising signs deal with Allegiant Stadium - Las Vegas Review-Journal
Lamar Advertising signs deal with Allegiant Stadium  Las Vegas Review-Journal

Mediaocean buys 4C Insights to form TV advertising giant - FierceVideo
Mediaocean buys 4C Insights to form TV advertising giant  FierceVideo

DealerSocket's DealerFire, Stream Companies partner to boost store advertising - Auto Remarketing
DealerSocket's DealerFire, Stream Companies partner to boost store advertising  Auto Remarketing

German Court: Tesla's "Autopilot" Is False Advertising - Futurism
German Court: Tesla's "Autopilot" Is False Advertising  Futurism

How Facebook keeps its biggest advertisers happy - Los Angeles Times
How Facebook keeps its biggest advertisers happy  Los Angeles Times

eMarketer Podcast: Digital Advertising Headwinds, Valuing Customer Data and What Comes After Coronavirus Ads? - eMarketer
eMarketer Podcast: Digital Advertising Headwinds, Valuing Customer Data and What Comes After Coronavirus Ads?  eMarketer

Apple disrupts digital advertising—again - AdAge.com
Apple disrupts digital advertising—again  AdAge.com

Three consumer trends impacting advertising in the reopening - MobileMarketing Magazine
Three consumer trends impacting advertising in the reopening  MobileMarketing Magazine

Provincetown strategically advertising to visitors during pandemic - News - Wicked Local Provincetown
Provincetown strategically advertising to visitors during pandemic - News  Wicked Local Provincetown

Is this advertising's best ever optical illusion? - Creative Bloq
Is this advertising's best ever optical illusion?  Creative Bloq

Zulu Alpha Kilo hosts 24-hour livestream fundraiser to save the Advertising & Design Club of Canada - AdAge.com
Zulu Alpha Kilo hosts 24-hour livestream fundraiser to save the Advertising & Design Club of Canada  AdAge.com

The Revitalization Of Print Advertising - Forbes
The Revitalization Of Print Advertising  Forbes

Hundreds of brands are pulling ads from Facebook. Its largest advertisers aren't among them. - CNN
Hundreds of brands are pulling ads from Facebook. Its largest advertisers aren't among them.  CNN

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Global Programmatic Display Advertising Market 2025 current as well as the future challenges: Facebook, Google (Doubleclick), Alibaba, Adobe Systems Incorporated, Tencent, AppNexus  Cole of Duty

Facebook Audience Network and AppsFlyer launch advertising measurement for gaming apps - Best Media Info
Facebook Audience Network and AppsFlyer launch advertising measurement for gaming apps  Best Media Info

Search Advertising Software Market 2020 | In-Depth Study On The Current State Of The Industry And Key Insights Of The Business Scenario By 2027 - Apsters News
Search Advertising Software Market 2020 | In-Depth Study On The Current State Of The Industry And Key Insights Of The Business Scenario By 2027  Apsters News

How to achieve brand safety in digital advertising - SmartBrief
How to achieve brand safety in digital advertising  SmartBrief

Facebook May Ban Political Advertising - Variety
Facebook May Ban Political Advertising  Variety

The 2021 Ford Bronco Blitz Begins Tonight—Without Social Media Advertising - The Drive
The 2021 Ford Bronco Blitz Begins Tonight—Without Social Media Advertising  The Drive

Trends of Social Media Advertising Software Market Reviewed for 2020 with Industry Outlook to 2026 - Cole of Duty
Trends of Social Media Advertising Software Market Reviewed for 2020 with Industry Outlook to 2026  Cole of Duty

Online Video Advertising Market 2027|• RevMob • Mars Media Group • Adwords • Matomy Media Group • MediaMath • AdColony - Cole of Duty
Online Video Advertising Market 2027|• RevMob • Mars Media Group • Adwords • Matomy Media Group • MediaMath • AdColony  Cole of Duty

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Blockchain in Media, Advertising, and Entertainment Market – Major Technology Giants in Buzz Again | IBM, Microsoft, SAP  Cole of Duty

Black Lives Matter: what have advertising's biggest agencies promised? - The Drum
Black Lives Matter: what have advertising's biggest agencies promised?  The Drum

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Social media advertising and gambling - how to prove draws and competitions are legal  Lexology

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Global Direct-to-Consumer Pharmaceutical Advertising (DTCPA) Market 2025 Expected to grow with highest CAGR: HARVARD POLITICAL REVIEW, MDedge, FDa  Cole of Duty

Benefits Of Corporate Video Production In Advertising - eTurboNews | Trends | Travel News
Benefits Of Corporate Video Production In Advertising  eTurboNews | Trends | Travel News

TikTok's new offering for small advertisers could help it lure them from Facebook - CNBC
TikTok's new offering for small advertisers could help it lure them from Facebook  CNBC

The 19 advertising execs who sit on Facebook's client council - Business Insider
The 19 advertising execs who sit on Facebook's client council  Business Insider

Recent Research on Online Advertising Market Current and Future Analysis with Impact of COVID-19 Google, Facebook, Amazon, AOL - Cole of Duty
Recent Research on Online Advertising Market Current and Future Analysis with Impact of COVID-19 Google, Facebook, Amazon, AOL  Cole of Duty

Social Media Advertising Market (covid-19 update) upcoming business reports on size, shares, stocks and many more | forecasting report 2026 - Apsters News
Social Media Advertising Market (covid-19 update) upcoming business reports on size, shares, stocks and many more | forecasting report 2026  Apsters News

PepsiCo will return to social media advertising when they better manage hate speech: CFO - Yahoo Finance
PepsiCo will return to social media advertising when they better manage hate speech: CFO  Yahoo Finance

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GlobalBig Data Pharmaceutical Advertising Market Report 2020 Sales Forecast to Grow Negatively in Western Regio post COVID 19 Impact Analysis Updated Edition Top Players Include, International Business Machines Corporation, Oracle, Tata Consultancy Services Limited, Statistical Analysis Aystem, TAKE Solutions Ltd  Bandera County Courier

Ad Boycott of Facebook Keeps Growing - The New York Times
Ad Boycott of Facebook Keeps Growing  The New York Times

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Outdoor Advertising Machine Market Size, Global Analytical Overview, Key Players, Regional Demand, Trends and Forecast To 2026  Cole of Duty

The New Advertising Zeitgeist—Google’s US Ad Revenue To Decline - Forbes
The New Advertising Zeitgeist—Google’s US Ad Revenue To Decline  Forbes

Facebook just lost one of the biggest advertisers in the world for the rest of 2020 - NBC News
Facebook just lost one of the biggest advertisers in the world for the rest of 2020  NBC News

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As games resume, sports media tries to rebound from advertising 'wasteland'  PitchBook News & Analysis

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Blockchain in Media, Advertising, and Entertainment Market is Thriving Worldwide | IBM, Microsoft, SAP  Cole of Duty

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Online Display Advertising Services Market Size, Revenue, Production, CAGR, Consumption, Gross Margin, Price By 2025- Key Players: Criteo Dynamic Retargeting, DoubleClick Digital Marketing, AdRoll, Sizmek, Celtra Etc.  Apsters News

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Global Digital Display Advertising Market to Witness Explosive Rise by 2027  Cole of Duty

Facebook Audience Network, AppsFlyer launch in-app advertising measurement solution - ETBrandEquity.com
Facebook Audience Network, AppsFlyer launch in-app advertising measurement solution  ETBrandEquity.com

The boycotters’ Faustian bargain: The dilemma of when to resume advertising on Facebook - digiday.com
The boycotters’ Faustian bargain: The dilemma of when to resume advertising on Facebook  digiday.com

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Inflight Advertising Market Report Provide the Development Strategies Adopted by Key Industry Players to Understand Competitive Scenario of the Global Inflight Advertising Market  Cole of Duty

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Programmatic Advertising Platform Market Set to Witness Huge Growth by 2026 | Rocket Fuel Inc., SmartyAds, The Trade Desk, RadiumOne, Inc.  3rd Watch News

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The Future of Advertising: New content delivery models bring opportunities for advertisers  AdNews

The CEO of a major advertising trade group says the Facebook boycott is a turning point - CNBC
The CEO of a major advertising trade group says the Facebook boycott is a turning point  CNBC

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Digital Advertising Market Emerging Trends, Business Opportunities, Segmentation, Production Values, Supply-Demand, Brand Shares and Forecast 2020-2027  Sports Skylark

As Advertisers Leave Facebook, Disney Could Benefit - The Motley Fool
As Advertisers Leave Facebook, Disney Could Benefit  The Motley Fool

Peacock spent 70% more on advertising in build up to launch than Disney+ - Digital TV Europe
Peacock spent 70% more on advertising in build up to launch than Disney+  Digital TV Europe

Verizon CEO explains why the company paused advertising on Facebook - CNBC
Verizon CEO explains why the company paused advertising on Facebook  CNBC

Online Display Advertising Services Market 2020 Forecast Analysis by Covid-19 Impact, Top Key Players: Criteo Dynamic Retargeting, DoubleClick Digital Marketing, AdRoll, Sizmek, Celtra, Marin Software, Yahoo Gemini - Cole of Duty
Online Display Advertising Services Market 2020 Forecast Analysis by Covid-19 Impact, Top Key Players: Criteo Dynamic Retargeting, DoubleClick Digital Marketing, AdRoll, Sizmek, Celtra, Marin Software, Yahoo Gemini  Cole of Duty

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Mobile Advertising ? Market Growth, Trends, Forecast and COVID-19 Impacts (2014 - 2026)  openPR

As Facebook Boycott Grows, Advertisers Grapple With Race - The New York Times
As Facebook Boycott Grows, Advertisers Grapple With Race  The New York Times

The state of advertising has still never been better - Campaign US
The state of advertising has still never been better  Campaign US

Global Digital Video Advertising Market Growth Data Analysis 2020-2025 - Cole of Duty
Global Digital Video Advertising Market Growth Data Analysis 2020-2025  Cole of Duty

Cross-Channel Performance Advertising Platform Market 2020 Precise Outlook- Facebook, Marin Software, Marilyn, Adobe - 3rd Watch News
Cross-Channel Performance Advertising Platform Market 2020 Precise Outlook- Facebook, Marin Software, Marilyn, Adobe  3rd Watch News

Global Programmatic Advertising Platform Market 2020 In Worldwide See Major Growth For The Next Few Years | COVID19 Impact Analysis | Key Players: AppNexus Inc., AOL Inc. (Verizon Communications Inc.), Yahoo! Inc., DataXu Inc., Adroll.com, etc. | InForGrowth - 3rd Watch News
Global Programmatic Advertising Platform Market 2020 In Worldwide See Major Growth For The Next Few Years | COVID19 Impact Analysis | Key Players: AppNexus Inc., AOL Inc. (Verizon Communications Inc.), Yahoo! Inc., DataXu Inc., Adroll.com, etc. | InForGrowth  3rd Watch News

Social Media Advertising Software Market 2020 | Who Are The Global Key Players Right Now? What's Their Organization Profile? | Adobe Systems Incorporated , Oracle Corporation - 3rd Watch News
Social Media Advertising Software Market 2020 | Who Are The Global Key Players Right Now? What's Their Organization Profile? | Adobe Systems Incorporated , Oracle Corporation  3rd Watch News

Bill Belichick is doing his job filming a Subway advertisement - Arizona Sports
Bill Belichick is doing his job filming a Subway advertisement  Arizona Sports

Mobile Advertising Is Now Bigger Than TV, But It’s Still Dull - Forbes
Mobile Advertising Is Now Bigger Than TV, But It’s Still Dull  Forbes

Media Groups Join Forces with Google to Bolster Local News Advertising - Associations Now
Media Groups Join Forces with Google to Bolster Local News Advertising  Associations Now

2020-2026 Out-of-home Advertising Market | Global Analysis, Modeling, Risk Factors, Growth Strategies, Drivers, Dynamics, Forecast and more | COVID19 Impact Analysis | Key Players: JCDecaux, Clear Channel Outdoor, Focus Media, Lamar Advertising, Global (Exterion Media), etc. | InForGrowth - 3rd Watch News
2020-2026 Out-of-home Advertising Market | Global Analysis, Modeling, Risk Factors, Growth Strategies, Drivers, Dynamics, Forecast and more | COVID19 Impact Analysis | Key Players: JCDecaux, Clear Channel Outdoor, Focus Media, Lamar Advertising, Global (Exterion Media), etc. | InForGrowth  3rd Watch News

Advertising Plugin for WordPress Threatens Full Site Takeovers - Threatpost
Advertising Plugin for WordPress Threatens Full Site Takeovers  Threatpost

Microsoft And Sony Are Suspending Facebook Advertising, But It’s Less Noble Than It Sounds - Forbes
Microsoft And Sony Are Suspending Facebook Advertising, But It’s Less Noble Than It Sounds  Forbes

Covid-19 Impact on World Mobile Advertising Market and Forecast Rreport Till 2023 - 3rd Watch News
Covid-19 Impact on World Mobile Advertising Market and Forecast Rreport Till 2023  3rd Watch News

Gideon, Republicans trade advertising jabs over allegations against ex-lawmaker - Press Herald
Gideon, Republicans trade advertising jabs over allegations against ex-lawmaker  Press Herald

Advertising budgets fall fastest in 20 years | Business - The Times
Advertising budgets fall fastest in 20 years | Business  The Times

Programmatic Display Advertising Platform Market To Record Significant Revenue Growth During The Forecast Period 2020-2026 - Daily Research Chronicles
Programmatic Display Advertising Platform Market To Record Significant Revenue Growth During The Forecast Period 2020-2026  Daily Research Chronicles

Advertisement for bid | Public Notices | union-bulletin.com - Walla Walla Union-Bulletin
Advertisement for bid | Public Notices | union-bulletin.com  Walla Walla Union-Bulletin

The advertising business is becoming less cyclical—and more concentrated - The Economist
The advertising business is becoming less cyclical—and more concentrated  The Economist

Google pledges not to use Fitbit data for advertising - ShareCast
Google pledges not to use Fitbit data for advertising  ShareCast

Coca-Cola pauses advertising on all social media platforms globally - CNBC
Coca-Cola pauses advertising on all social media platforms globally  CNBC

Smart Advertising Market | Covid-19 Impact | Future of investment opportunities, market share & trends to 2025 | Leading Players: Lamar Advertising Company, OUTFRONT Media, CIVIQ Smartscapes, Clear Channel Outdoor Holdings, Exterion Media - Daily Research Chronicles
Smart Advertising Market | Covid-19 Impact | Future of investment opportunities, market share & trends to 2025 | Leading Players: Lamar Advertising Company, OUTFRONT Media, CIVIQ Smartscapes, Clear Channel Outdoor Holdings, Exterion Media  Daily Research Chronicles

Future Growth of Big Data Pharmaceutical Advertising Market By New Business Developments, Innovations, And Top Companies | International Business Machines Corporation, Oracle, Tata Consultancy Services Limited, Statistical Analysis Aystem, TAKE Solutions Ltd - 3rd Watch News
Future Growth of Big Data Pharmaceutical Advertising Market By New Business Developments, Innovations, And Top Companies | International Business Machines Corporation, Oracle, Tata Consultancy Services Limited, Statistical Analysis Aystem, TAKE Solutions Ltd  3rd Watch News

Verizon is pulling advertising from Facebook and Instagram - CNBC
Verizon is pulling advertising from Facebook and Instagram  CNBC

What’s Digital Commerce Advertising and what tools can help? - MarTech Today
What’s Digital Commerce Advertising and what tools can help?  MarTech Today

Why digital OOH advertising is especially effective right now - Marketing Dive
Why digital OOH advertising is especially effective right now  Marketing Dive

Here are the major brands that have pulled ads from Facebook - MarketWatch
Here are the major brands that have pulled ads from Facebook  MarketWatch

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