The success of your billboard advertising campaign relies heavily on repetition. That’s right, you need to say it again and again until your message is accepted and acted upon by your audience.
Did you know that Nike began using the slogan “Just do it” in 1988? That is 28 years worth of repetition. In order to build your brand, you need to get your message in front of your audience as many times as possible.
“Effective frequency” is an advertising term that refers to the number of times a consumer should be exposed to a message before results can be seen. These results could be the purchase of a product, attendance of an event, or the acceptance of some message. Regardless, the key is repetition.
Thomas Smith, a successful British businessman, described effective frequency and the need for repetition in his book “Successful Advertising” in 1885. His points still stand true today, proving that your message is more effective when it is repeated.
In his book, Smith notes that:
The 1st time people look at an ad, they don’t see it.
The 2nd time, they don’t notice it.
The 3rd time, they are aware that it is there.
The 4th time, they have a fleeting sense that they’ve seen it before.
The 5th time, they actually read the ad.
The 6th time, they thumb their nose at it.
The 7th time, they get a little irritated with it.
The 8th time, they think, “Here’s that confounded ad again.”
The 9th time, they wonder if they’re missing out on something.
The 10th time, they ask their friends or neighbors if they’ve tried it.
The 11th time, they wonder how the company is paying for all these ads.
The 12th time, they start to think that it must be a good product.
The 13th time, they start to feel the product has value.
The 14th time, they start to feel like they wanted a product like this for a long time.
The 15th time, they start to yearn for it because they can’t afford to buy it.
The 16th time, they accept the fact that they will buy it sometime in the future.
The 17th time, they make a commitment to buy the product.
The 18th time, they curse their poverty because they can’t buy this terrific product.
The 19th time, they count their money very carefully.
The 20th time prospects see the ad, they buy what it is offering.
Over 130 years ago and these statements still stand true. When considering how to execute your ad campaign, remember that the longer it runs the more effective it will be. Call today at 1-800-268-3260 and speak to one of our account executives about your advertising goals.
References: The Financial Brand. (2014, Sept. 23). Say It Again: Messages Are More Effective When Repeated. http://thefinancialbrand.com/42323/advertising-marketing-messages-effective-frequency/