Blog Post: Advertise, Rinse, Repeat

One of the questions our clients frequently ask is “Why didn’t our postcard, online banner, or [fill in marketing tactic here] get more response?” While creative concepts, punchy copywriting, well-placed media, and targeted mailings will likely help any campaign perform better, the fact is: on any given day, there are a very limited number of people who are even vaguely interested in your product, much less actively seeking it. If your target has no interest or need for “widgets” on the day your widget direct mail piece arrives in his home, you could have miniature fireworks exploding from the envelope and he would probably still put it in the shredder. (After saying “wow, that’s cool.”) Sad, but true.

That’s why repetition  ( known as “frequency” in the ad biz) is one of the few strategies that will make your advertising work better. If you consistently and methodically reach out to your customers via multiple media…direct mail, online, print, social media, television, etc., eventually you WILL be in front of your customer on the right day (I Need A Widget Day!). Not only will you be in front of them, they will quickly recognize your name from all of the other patient outreach you’ve done.   Recognition leads to trust…trust leads to interest…and alleluia, interest leads to response!

So, next time you are looking for the magic bullet, remember: slow and steady wins the race.  We’d be glad to show you how.