|
|
 |
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.
MORE RESOURCES:
Advertising - Google News |
|
|
|
RELATED ARTICLES
Custom LED Display Custom LED Display, as the name specifies, facilitate control anything with any message that you can think of, from hours of operation to daily specials. These are used by almost all industries like factory, banks, airports, universities, libraries, and many others. Super Secret Tip For Using PPC Search Engine Advertising Successfully It's not about traffic; it's about generating leads. That's right. Creditability In Advertising I recently saw an ad taped to my mailbox, mind you, my mailbox is shared by many residents of my area. The postal real estate is typically reserved for flyers of lost dogs, cats, small children, etc. Electronic Reader Board Electronic reader boards are the most efficient way to convey the information. Therefore these nowadays are widely accepted all over the world. Wheres Me Pot of Gold and Lucky Charms? We already know this from our history books. If you want to make money today, you must first look back in time to the first time in history that a large portion of our country all tried to get rich at the same time in the same place. Advertising For The Long Haul and Not the Short Term Gains New Age Media Concepts issues its first article of many that will focus on the advertising and marketing industry. "If a young man tells his date she's intelligent, looks lovely, and is a great conversationalist, he's saying the right things to the right person and that's marketing. Moving Message Board Moving message boards are used in the areas where continuous announcements, or other information are need to be displayed in to either indoor or outdoor. Used most widely in churches, schools, airports, other transport stations, banks, production and administration department of organization as marquee information billboards. How Well Do Postcards Work? The humble little postcard has been getting a lot of attention in the marketing world. Along with this heightened interest comes some very good questions, such as. The TV Shoot, The Spoiled Brat, And A Painful Lesson It was two days before our shoot. I was in the office with the client going over the story boards and filling him in on all the details for his latest television campaign. Media Planning: Smart Choices for Your Success Media Planning for SmartiesYou say you're ready to advertise. How are you going to choose whether to place your ad in the local newspaper or a national magazine? Why not do a radio spot or place a banner ad on a related company's website? Understanding the benefits and pitfalls of these different forms of media will help you get the most out of your advertising budget. Advertising Basics for Beginners So many of us who have decided to do business online have no background in marketing or advertising. It can be so frustrating without any kind of guide. Advertising 101 Advertising has truly become a part of all of our lives as consumers, as business owners, as parents, as concerned citizens. We simply cannot escape from its presence no matter how hard we try. What Does Your Business Card Say? Business cards are the most underutilized and misunderstood marketing tool in business. Many people spend the bucks for cards and don't make an effort to get them into the hands of those who can hire them or buy from them. Getting the Most Out of Your Networking Group Here is my personal list of things to do at your networking group:(1) Bring your business cards. Sound simple? Well, I regularly meet people at networking groups who have forgotten their cards or their cards are at the printers. CD Business Cards- Why Use Them? CD Business cards are the electronic version of the now outdated paper business or social card. They are the smaller squared version of the CD-R family. 50 Surefire Business Card Tips Business cards are one of the most powerful and inexpensive marketing tools you can use. Here are 50 surefire tips to make the most out of your business cards:Your business card must communicate more than just your contact information. Radio Interview 101 Different Types of Station ContactReaching radio hosts (for the purpose of trying to get booked for an interview) can take on various forms, depending on the type of station the show is done at. What's best? All of them at the same time, of course. Secrets to Profitable Mail Order Products The most profitable mail order products are simple 3-to-5 page informational reports such as this one. Once you've got your act together, these 3-page reports can be produced for $10 per hundred or less, and sold for at least $200 per hundred. Too Much Build-Up: Over-Zealous Ad Copy Can Break The Sale How many times has this happened to you?A friend recommends a film that just came out: "You've GOT to see this movie! It's SO (funny, scary, suspenseful, etc.). In Advertising Bigger isn't Always Better If you have been following the recent advertising news you will notice that more and more major advertisers are looking to smaller ad agencies to handle their campaigns.Is it because they feel bad? Is it because they are cheaper? Or is it because they see the level of creative talent of smaller agencies?Lets take a quick look at why this is happening and how this is good for the consumers and the advertisers.
|
|
Home | Marketing eCourse | Online Marketing Kit | Web Hosting | Links | ClickBank Portal Advertising Information | Blogging & RSS | Branding Information | Copywriting | Traffic Building Email Marketing | Ezine Publishing | Site Promotion | PPC Advertising | E-Books |
| Copywrite © 2006 www.AdAdvantageSuccess.com All Rights Reserved. |
