Repeat, repeat, repeat. Frequency is essential in the success of any advertising campaign. We explain why and what to do in this blog.

Why Frequency is Important?

Frequency is the average number of times that a person within your target audience has the opportunity to see an advertisement over a period of time. Effective frequency, on the other hand, is the minimum number of times a communication must be exposed to a potential customer in order to positively impact that consumer’s buying behaviour.

Effective Frequency

The concept of effective frequency is one of the oldest marketing rules in the book, otherwise known as the rule of seven. The rule of seven quite simply states that it takes an average of seven interactions with a brand before a purchase will take place. But in reality it’s not that simple. The magic frequency number that will get people to buy depends on the campaign, the message and the target audience. Sometimes it could literally take just one advert but other times it will take ten or twenty times.

It’s All About Repetition

The focus should be on the importance of frequency itself – the power of repetition. As consumers, it’s common knowledge, the more times they hear or see something, the more likely they are to remember it. Often small business owners will try something once, expect immediate results, and draw the conclusion after a couple days that it was or wasn’t effective. Building a brand and strong reputation takes time. It doesn’t happen overnight.

Get The Most Out of Your Advert

Advertising can be costly, however you can still choose a cost-effective marketing plan and get the frequency you need without breaking the bank. There are lots of options out there to reach the same people in different ways – for example, Toddle About not only offer print advertising but also other options for Social Media, Website and, e-Newsletters.

Imagine you have a special offer to promote. Your target market might first receive a teaser via Facebook. Later that week, they receive a copy of a magazine they subscribe to and notice your promotion that you posted on Facebook earlier. This advertisement may have more information or a link to a website. The next time they are in your area, they notice a new sign in front of your business and decide to walk in to check it out. It doesn’t matter which one of these touch points is the final push to getting them to buy – the result is a combination of touch points, directing them to the promotion.

Know Your Target Audience

You must also understand the importance of proper targeting and relevance in your marketing. This way, you avoid marketing fatigue. Consumers face a barrage of advertising messages on a daily basis. The best way to avoid sending constant promotions that are irrelevant to your target audience is to know your market before starting an advertising campaign. Offers that are relevant don’t bore your potential consumers, so target them well.

Hopefully these insights have provided some food for thought when you are planning your next advertising campaign! Frequency and reach are just two (albeit important) factors that determine advertising success.

In the meantime, if you are interested in finding our more about advertising in the Toddle About magazine, you can read more here or request our advertising rates here. You can also contact us on 01327 830171 or by emailing advertise@toddleabout.co.uk.