ArticlesReader.com Menu

Newest Articles
Most Viewed Articles
ArticlesReader.com RSS
Submit Article
Login
Signup

Search the articles

Articles Main Categories

Advice
Animals
Automobiles
Business
Career
Communications
Computer Programming
Computers
Entertainment
Environment
Family
Fashion
Finance
Food
Health & Medical
Home & Garden
Humor
Internet Business
Internet Marketing
Legal
Leisure & Recreation
Marketing
Other
Politics
Reference & Education
Religion
Self Improvement
Sports
Technology & Science
Travel
Writing

Subscribe

Receive alert message from us when new articles submitted to our site for free.

Syndicate

Related Products

Home::All

Advertising on a budget -- Part 3: Frequency, frequency, frequency

Author : Michele Pariza Wacek

This is the third article of a three-part series. I'm illustrating the marketing challenges of PrescottWeddings.com, a small business.

If you don't remember anything else about marketing, remember this: Frequency is king.

The more often you can get your name in front of your potential and current customers, the more likely you will make a sale.

Depending on what study you look at, people need to see your message anywhere from three to 27 times before they act upon it.

And, if you want to brand your business, then you need to get it in front of your customers as often as possible.

How do you think Ivory Soap, Campbell Soup and Tide all built their brands so deeply into our minds? Through years and years of repeatedly advertising. That's why those brands pop into our head when we think about soap, soup or laundry detergent.

So if you want to build your brand, then you need to advertise frequently.

There's another benefit to advertising frequently. It also helps your current customers.

People like to know they made the right decision after they purchased something. How much reassurance they need depends on how much they spend, but everyone needs some confirmation they made the right decision. Your advertising can help.

Studies have shown that people are more aware of car ads after they purchased a car -- specifically car ads of the model they bought. And they're more likely to both believe and approve of the message. Again, because they want to know they made the right decision.

So there are many good reasons to advertise frequently. Does that mean you have to spend a fortune? Not necessarily. There are a few tricks you can use to get the frequency you need at a low cost. (These are print tricks -- other advertising outlets, such as radio and online, we'll talk about in future issues.)

1. Make your ad as small as possible. Small ads cost less. See "Advertising on a Budget Part 2: Thinking Small" for more information on shrinking your ad.

2. It's better to schedule your ads to run all at once than spread them out. People will never remember when they don't see your ad, only when they do. If they see your ad a lot in one week, they're going to be under the impression you advertise all the time because they won't remember NOT seeing your ad other weeks.

3. Take advantage of any frequency programs your newspaper offers. And definitely sign a contract -- don't run ads under the open rate.

Here's how it worked for PWC.

The newspaper had a program called "3 For Free." If you ran an ad three days in a row, you got the next three days for free (the paper was published six days a week).

We designed a tiny ad -- a one by two inch ad -- and we ran it six days in a row. Then we skipped the next three weeks and did the same thing again the next month.

After a year of doing this, PWC had people coming up to her telling her they saw her ad "all the time." Business owners wanted to advertise on PWC because they could see the commitment PWC had to advertising. Brides and grooms were visiting PWC on a regular basis because they were being "reminded" monthly.

What did all this cost? About $100 a month.

But, a word of caution. It takes time to build a business and a brand. It won't happen overnight. But it will happen, especially if you remember to keep getting your name in front of your customers and potential customers as often as you possibly can.

Article Source: http://www.articledashboard.com

Michele Pariza Wacek owns Creative Concepts and Copywriting, a writing, marketing and creativity agency. She offers two free e-newsletters that help subscribers combine their creativity with hard-hitting marketing and copywriting principles to become more successful at attracting new clients, selling products and services and boosting business. She can be reached at www.writingusa.com. Copyright 2005 Michele Pariza Wacek.

Spam emails More free articles

More related feeds

Advertising on a Budget — Part 3: Frequency, Frequency, Frequency
This is the third article of a three-part series. I’m illustrating the marketing challenges of PrescottWeddings.com, a small business. If you don’t remember anything else about marketing, remember this: Frequency is king. ...

Advertising On A Budget -- Using Print To Drive Traffic Online
3) Frequency, frequency, frequency I'll cover number two and three in the next two articles. Today we'll talk about number one: Using print to drive traffic online. The cornerstone of PWC's marketing program has been print advertising, ...

Advertising on a Budget — Part 1: Using Print to Drive Traffic Online
A great Web site with great content (but more on that in a later article) plus three main marketing strategies: 1) Using print to drive traffic online 2) Thinking small 3) Frequency, frequency, frequency. I’ll cover number two and three ...

Reach vs frequency -- second verse, same as the first.
It reminded me of this post from a couple of months ago, so I thought I'd dig it out:. Reach vs. Frequency. Let's say you have a tight advertising budget, but you feel a need to maintain some sort of presence in the media. ...

Advertising on a Budget — Part 2: Thinking Small
For the final key in PWC’s marketing program, check out Part 3: Frequency, frequency, frequency. Michele Pariza Wacek owns Creative Concepts and Copywriting, a writing, marketing and creativity agency. She offers two free e-newsletters ...

Outdoor Advertising San Antonio: Billboards 101 Got Billboards ...
Usually sold in long term contracts (6 to 12 months) - 14′x48′ bulletins have strong frequency. Defining frequency simply - the number of times a San Antonio driver had an opportunity to see your board over your contracted period. ...

Why Advertise in The Nicaraguan Post?
Just like dieting, advertising gets the best results over time. Each ad builds on prior brand recognition. 3. Frequency offers you the best rates. Most newspapers today offer significant incentives for increasing frequency. ...

Three Proven Steps to Improve Your Home Business Advertising
You see, small businesses aren't supposed to advertise. Advertising is all about repeating exposures and building an image. Think about all of the many McDonalds commercials you see on television in a week. That's 'high frequency'. ...

Retrieval and ranking - SEO
Frequency: The frequency with which the search term appears on the page may also affect how a page is ranked in search results. So, for example, on a page about puppies, one that uses the word five times might be ranked higher than one ...

Tips for surviving the market meltdown
One area you can cut in marketing is the reach and frequency advertising. It is more powerful and cost effective to go big, in a very targeted way for shorter lightening strikes, than to spread an advertising budget evenly over 12 ...

Advertising on a budget -- Part 3: Frequency, frequency, frequency

Related articles