More Frequency, More Awareness, More Impact
Did you find that your advertising strategies during 2007 were not as effective as you had hoped? Other than not advertising in the right place, which is the most common advertising pitfall, there are two reasons why your strategy may not be generating results: First, not having the right message, and second, not running the ad with enough frequency.
Frequency is what will be addressed in this tip.
If you are going to advertise, you must commit to a regular and consistent strategy for a minimum of 9 – 12 months. If you advertise for a shorter period, you are wasting your money (unless you are doing an inventory clearance sale).
The prospective buyer must be reminded over and over again how you can help them. The reality is that your advertising may not generate a sizeable demand for your product or service until nearly a year from when you first started advertising. Frequency applies to all aspects of your marketing action plan. Keep in mind this cardinal rule: More frequency leads to more awareness, resulting in more impact.