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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 Fri. May / 07 / 2021

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CannaCraft settles false advertising case for $250,000  Santa Rosa Press Democrat

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Preeminent Orange County Advertising and Marketing Agency Loses Pioneer President  PRNewswire

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Bragg, lottery's advertising lead, leaves for Texas  Northwest Arkansas Democrat-Gazette

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Diversity in Advertising: Avoid The Obvious 05/06/2021  MediaPost Communications

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ViacomCBS beats quarterly revenue estimates on streaming, advertising boost  Reuters.com

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What Is An Advertisement? The National Advertising Division Weighs In.  JD Supra

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Facebook pushes back advertising meetings after Oversight Board ruling  Business Insider

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AMC Networks Execs See Streaming As Top Revenue Source By 2025, Hail Return Of ‘The Walking Dead’ Production After Mixed Q1 Financial Report – Update  Deadline

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OAAA logo (PRNewsfoto/Out of Home Advertising Association)  NBC Right Now

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The Future of Digital Out of Home Advertising  MarketScale

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The Evolved Value Exchange of Advertising in 2021  AiThority

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How Apple's latest iOS update could help Amazon's growing ad business  CNBC

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FTC Workshop: “Bringing Dark Patterns to Light” | Proskauer - Advertising Law - JDSupra  JD Supra

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Advertisers Can Activate Now Their First-Party Data Across Microsoft Advertising  AdExchanger

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Legislation would prohibit marijuana advertising in Idaho  Wichita Eagle

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Apple's Views On Advertising And Monetization Are Dictating Events Both Past and Present  Digital Information World

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BA Returns to Advertising as It Takes to the Skies Once Again  Adweek

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6-Hour Virtual Seminar on FDA Scrutiny of Promotion and Advertising Practices - 2021 Webinar - ResearchAndMarkets.com  Galveston County Daily News

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Bank of America upgrades Zynga as video game company pushes into advertising  CNBC

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10 Best Advertising Stocks to Buy Now  Yahoo Finance

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Apple Is Changing How Digital Ads Work. Are Advertisers Prepared?  Harvard Business Review

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Advertising revenue rebounds strongly for British broadcaster ITV  Reuters UK

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Amazon Advertising Reports 2021 Guide  Jungle Scout

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Yelp beats expectations as diners, advertisers return  MarketWatch

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Sierra Nevada Corporation to advertise space spinoff on Saturday Night Live  SpaceNews

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Cannacraft, INC., Settles False Advertising Claim For CBD Products In Sonoma County  Patch.com

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FDIC Seeks Public Comments To Sign And Advertising Rule  JD Supra

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Dear Dave Magazine Stops Advertising for a Subscription Model – WWD  WWD

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Vice calls for an end to demo data targeting in advertising, declaring it 'discriminatory'  AdAge.com

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Ed Sheeran and Other Artists Are Now Advertising on Soccer Jerseys  Promo Marketing

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TikTok – Not Just For Gen Z Anymore; Platform Pitches Advertisers With No Forced Sale Looming, New CEO In Place  Deadline

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Advertising Mogul And Veteran Television Personality Donny Deutsch Launches First Podcast With Kast Media  PRNewswire

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World Changing Ideas Awards 2021: Advertising Finalists and Honorable  Fast Company

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In-Game Advertising Market to grow by USD 10.97 billion through 2024 | Key Drivers, Trends, and Market Forecasts | 17000+ Technavio Research Reports  PRNewswire

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Advertising Amid Chip Shortage-Induced Inventory Changes  Ward's Auto

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Ram Truck Brand Teams With Foo Fighters to Launch New Advertising Campaign to Shine a "Spotlight" on Everyday Rock Stars  PRNewswire

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Connecticut senators vote to block deceptive advertising by crisis pregnancy centers in long-running clash over abortion  Hartford Courant

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Alexis Campbell Selected as 2021 Recipient of American Advertising Federation Scholarship  University of Arkansas Newswire

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Billy Lewis The 7 Figure Digital Advertising Consultant  Influencive

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Advertisers Weigh Shifting Budgets to Video, Audio As TV Ratings Fall  Business Insider

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Signal tried to use Facebook's targeted advertising data against it  Engadget

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How Artificial Intelligence Is Revolutionizing the Advertising Industry  BBN Times

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For Work or Play, Biggie Billboards Reinvents the Mobile Advertising Industry With Removable, Replaceable Banners  WhatTheyThink

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TVB Statement on Advertising to Mother's Day Shoppers  GlobeNewswire

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Spectrum to help advertisers reach multicultural audiences  Rochester Business Journal

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Why Cohorts Have Always Been Advertising's Future – Long Before Google's FLoC  AdExchanger

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Facebook allows advertisers to target children interested in smoking, alcohol and weight loss  The Guardian

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2020/2021 IAB Internet Advertising Revenue Report  IAB

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With ads like these, does Tucker Carlson benefit Fox News?  Los Angeles Times

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Google’s Secret ‘Project Bernanke’ Revealed in Texas Antitrust Case  The Wall Street Journal

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Microsoft Advertising's New Features & More Digital Marketing News  Search Engine Journal

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Car advertising process evolves with pandemic  Automotive News

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Global In-Application Advertising Market (2020 to 2026) - Featuring AdColony, Amobee and Apple Among Others - ResearchAndMarkets.com  Business Wire

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Apple to boost ads business as iPhone changes hurt Facebook  Financial Times

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Microsoft says LinkedIn topped $3 billion in ad revenue in the last year, outpacing Snap and Pinterest  CNBC

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Pattison Media Ltd. Introduces Dynamic Ad Insertion – DAI – Enhancing Value to Advertisers  GlobeNewswire

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What Digital Advertising Gets Wrong  Harvard Business Review

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Best Advertising Agencies for 2021  Investopedia

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This Group Wants to ‘Ban Surveillance Advertising’  WIRED

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