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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.
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NPR sees sharp downturn in advertising revenue, leading to talk of cuts Washington Post Halfway through its fiscal year — and six months into Gary Knell's tenure as chief executive — Washington-based NPR has seen a sharp downturn in corporate “underwriting,” or advertising revenue. The falloff has led to projections of an annual ... |
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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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