Which comes first, variety or frequency?Gone are the days when one ad made phones ring off the hook. But it’s not all about the media mix—you need to balance platform with frequency.
Don’t put all of your eggs in one basket.
You know the old adage. Well, the same goes for your advertising efforts. These days you need a comprehensive strategy to get noticed and inspire action. That means taking an integrated approach. Integrated marketing means incorporating multiple platforms and channels into your marketing strategy. And it’s not just about variety, frequency matters.
Put more eggs in each basket.
The lush colors, the engaging images, the inspiring words—none of it matters if no one sees your ad. A multimedia marketing approach is undeniably important, but it’s even more important not to spread your message too thin. Just as multiple touchpoints will reach consumers where they are, having a higher frequency of messaging will reach consumers when they’re ready to take action.
Think about it. How often have you been too busy to follow up on an ad the moment you see it? And how many times have you only tuned into an ad once you’re in the market that product or service?
Crack consumer behavior.
Serendipity is a wonderful thing, but it’s not much of a marketing strategy. To make the sale, you need the right balance of variety and frequency (and targeting) that inspire action.
Take Suzy Q for example.
Suzy is a Montgomery Advertiser reader. Today she’s making plans for her family to a visit this summer. On this chilly January morning, Suzy is dreaming of the warmth of July on the patio with her guests.
As she reads her morning news, she notices an ad for a patio instillation company that specializes in outdoor kitchens. She’s seen these ads before, but was never interested in these services until now. She’s intrigued by the idea of adding a kitchen to her patio. On her lunch break, Suzy does an online search for patio improvements and sees this business come up in the search results. She visits their site, does some research, and then brainstorms some ideas that evening.
She continues to see this business’ ads among her morning news all week, keeping her project and the business top of mind. On Saturday, Suzy sees their President’s Day sale ad in her Facebook feed while she’s running errands and decides to stop by the store to discuss her ideas with a consultant.
The chicken or the egg.
When it comes to media mix and frequency, it’s impossible to say which is more important to your marketing plan. But if you’re planning on success, it’s clear you need both.
After all, look at Suzy Q. Not only did Suzy see the business’ ad in multiple places, suiting her multimedia consumption habits, but she saw it more than once. This further piqued her interest, reminding her to follow up for more information and prompting her to visit the store location when she was ready.
Not every consumer will be in the market for your product at the same time. So, it’s necessary to be where they are at all times, making sure to have your message ready when they are, at every point in the consumer buying cycle.
We’re good eggs.
We can help you find the balance of variety and frequency it takes to reach your target audience. Talk to one of our marketing experts at 334.261.1553 or reach us online.