Frequency: How Much is Too Much?
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.
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
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?
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.
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.
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:
- How many time periods or different audiences your schedule
- How many days your campaign runs.
- How meaningful or
interesting your campaign is.
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