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Frequency: How Much is Too Much? 
Posted (2013-07-10)

One of the most indisputable truths of marketing is that repetition, also called “frequency”, improves sales.

Frequency of sales calls and frequency of your advertising message can increase trust, improve your odds of being front and center close to the time of purchase and help make your brand more memorable.

Marketing guru, Seth Godin, says “If you promote something twice to one hundred people it will lead to more sales than if you promote it once to two hundred people”.

Seth goes on to say, however, “The line between frequency and annoying is thin indeed. You believe in what you sell or you wouldn't make it, wouldn't devote yourself to it and wouldn't sell it. At some point, though, the frequency of repetition stops being helpful enthusiasm and starts being selfish.”

Do you know how much frequency is too much? Or how much is enough?

The founder of Guerilla Marketing, Jay Levinson, says that you should change your marketing message not when your staff, your family or your friends tell you to, but when your accountant does.

Commercials need to be changed at certain intervals to avoid commercial burnout. Commercial burnout is described as using the same commercial with such frequency over an extended period of time that audiences literally ignore or become annoyed by it.

Delivering a consistent image or identity over time remains one of the pillars of successful advertising, but you have to deliver that message in meaningful and refreshing ways to avoid burnout.

The length of time you can run the same ad without risking tune-out or burnout depends upon three key factors:

  1. How many time periods or different audiences your schedule encompasses.
  2. How many days your campaign runs.
  3. How meaningful or interesting your campaign is.

Click here if you want me to deliver our Creative Burnout Matrix © to help you determine exactly when your campaigns max out and are ready for freshening up.  If you do not yet have your copy of the Twelve Causes of advertising Failure, I can deliver that as well.

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Kevin Brown
Wayne Ens, a marketing consultant we work with to help our advertisers achieve higher returns on their advertising investment, often tells this classic story about marketing. Wayne ...
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