I bet you remember the memory retention game of Simon Says that challenges players to follow and repeat the sequence of lights and sounds for as long as possible. It is a proven fact that repetition is the key to any new skill and to your success! It’s not any different with marketing and advertising which is always most effective when it is repeatedly brought to the attention of your target market.
Think about it. When you first started your business, you probably did a lot of research and invested a lot of time and energy to get things off the ground. Well, your customer certainly isn’t going to understand and remember every intricacy and selling point about your brand and company the very first time they hear about it. You need to touch them often and explain things over, and over again.
The people who see your brand and advertisement need time to filter the information and consider your product or service before they will ever make a purchase. The more someone interacts with a brand, the better chance you have to win them over as a new customer.
Researchers have proven that a marketing message must penetrate the mind of a prospect a total of 9 times before that prospect will consider a product or service. What happens if your potential customer missed or ignored one or two of those messages over a period of several months? You guessed it, they will need more time.
Whether through an email newsletter, ad, website or customer service touchpoint, repetition is important because customers form perceptions of your business and brand based on their exposure and experiences.
Repetition through advertising helps to build familiarity, trust, confidence and desire in your brand. Just because a prospect may not be interested in your product right now does not mean they won’t be months down the road.
Over time, your audience will recognize that your company is stable because you always seem to be out their, on a regular basis, and they see and hear you over and over again. What you are doing is establishing credibility and people will start to recognize your brand and want to do business with you.
Advertising is an investment to produce revenue. One single ad or email per year simply isn’t good enough! Make sure to stay in front of your target audience and touch them often so when they are ready to make a buying decision, they remember you!
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