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Advertising on a Budget -- Part 3: Frequency, Frequency, Frequency

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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

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

If you don't remember some else almost 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 in times past they act upon it.

And, if you want to solder 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 alongside soap, soup or laundry detergent.

So if you want to body-build your brand, then you need to annunciate frequently.

There's different thing strict settlement to proclamation frequently. It also helps your current customers.

People like to know they made the right decision in harmony with 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 alive to of car ads after they purchased a car -- specifically car ads of the model they bought. And they're more likely to both take for and authenticate of the message. Again, since they want to know they made the right decision.

So there are many good reasons to apprise 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 advertisement 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 expense – Part 2: Thinking Small" for more information on shrinking your ad.

2. It's adventurer 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 as they won't remember NOT seeing your ad other weeks.

3. Take ascendancy 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 "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 from the beginning the next month.

After a year of doing this, PWC had people payable up to her telling her they saw her ad "all the time." trade association owners wanted to build up on PWC inasmuch as they could see the commitment PWC had to advertising. Brides and grooms were visiting PWC on a regular start now they were being "reminded" monthly.

What did all this cost? at close quarters $100 a month.

But, a word of caution. It takes time to structure a commitment 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.

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