| I recently wrote a
column for the Nationwide Denturist News, the newsletter for
the National Denturist Association. My topic was about
the need for repetition in advertising. I really believe
in its importance. So I thought I would share my column with
you.
Say it again, and again,
and again, and again,
In the world of advertising, there are three important
elements to assembling an effective advertising effort. 1) You
must have a message that connects with your customer, and
addresses their needs. 2) You must have an advertising vehicle
that provides the necessary reach (how many potential
customers will see or hear your ad). 3) Your advertising
effort must have frequency. In this article I am focusing on
the third element, frequency. This is often the most
overlooked part of an advertising effort, yet is critical to
the success of your campaign.
Frequency in plain English is how many times someone sees or
hears your ad. Every day we are all bombarded by a variety of
advertising messages in newspapers, television, radio,
internet, billboards, coffee mugs, pens, pencils, shirts,
hats….the list can go on forever. Take a moment to think about
what you watched on TV last night, or read in the paper
earlier today. How many advertisements can you quickly recall,
and if you can, what was the message? For an effective
advertising effort, you must have your message repeated until
it finally gets through to your intended reader, listener, or
viewer.
How you repeat your message, is a function of what kind of
results you are seeking. If a business is trying to create
immediate sales, it will require a number of ads appearing
over a short period of time. You may notice in your community
that a car dealer is all over the radio for a few days,
telling you about their “Extraordinary Lease Deal”, which ends
on Saturday. Their ad campaign is using frequency to motivate
as many potential customers as possible to come in by
Saturday. The dealer wants to sell his cars now. If your
business is a professional practice (like a Denturist,
Insurance Agency, or Attorney for instance) your choice of
frequency in your advertising, may mean scheduling your
advertisements on some kind of regular basis over a period of
weeks or months. You may not need to generate a few dozen
appointments over the next few days, rather you would like to
“keep your pipeline” filled over the next several months. In
either case, frequency is being used as a key to an effective
advertising campaign.
It takes quite a few times for a message to get through to
your potential customer. Don’t skip on repetition. It’s an
important part of a successful campaign. Don’t be afraid to
say it again, and again and again. |
