John Wanamaker, the guy who pioneered the concept of the department store, is also known for his famous quote, “Half the money I spend on advertising is wasted; the trouble is I don 't know which half.” That idea has as much validity today as it did in Wanamaker’s time.
Advertisers in all industries and verticals waste millions of dollars each year in an attempt to get their message in front of the right prospects. In an increasingly complicated and fragmented marketing environment, where budgets are often squeezed and the competition is incredibly aggressive, accountability has taken on an even greater significance.
Enter effective frequency, an age-old concept that has been given new life thanks to digital media, which has served as a sort …show more content…
You should limit the number of messages you try to communicate through marketing. If repetition fosters both awareness and trust, you’ll do better working with a shorter list of messages communicated more frequently than the long laundry list of messages many marketers try to work with.
Beware of Boredom. If you’re doing it right — saying the same thing over and over — you will get bored of hearing yourself speak long before your message sinks in with consumers. In fact, financial institutions frequently pull the plug on their marketing messages prematurely. Whenever a bank or credit union gets a new head of marketing, a new strategy and set of messages follow shortly thereafter. Same thing when financial institutions change ad agencies; the new agency almost always abandons the work of their predecessor(s).
Stick to your script. You’ll have to fight your boredom (or your ad agency’s), because the temptation to do something new and different will always be great. You may try to convince yourself that “the audience has already heard what we have to say — they know this already.” Don’t fool yourself. It takes years for some messages to connect with consumers, and even longer if you’re trying to reshape perceptions consumers have held for
Advertisers in all industries and verticals waste millions of dollars each year in an attempt to get their message in front of the right prospects. In an increasingly complicated and fragmented marketing environment, where budgets are often squeezed and the competition is incredibly aggressive, accountability has taken on an even greater significance.
Enter effective frequency, an age-old concept that has been given new life thanks to digital media, which has served as a sort …show more content…
You should limit the number of messages you try to communicate through marketing. If repetition fosters both awareness and trust, you’ll do better working with a shorter list of messages communicated more frequently than the long laundry list of messages many marketers try to work with.
Beware of Boredom. If you’re doing it right — saying the same thing over and over — you will get bored of hearing yourself speak long before your message sinks in with consumers. In fact, financial institutions frequently pull the plug on their marketing messages prematurely. Whenever a bank or credit union gets a new head of marketing, a new strategy and set of messages follow shortly thereafter. Same thing when financial institutions change ad agencies; the new agency almost always abandons the work of their predecessor(s).
Stick to your script. You’ll have to fight your boredom (or your ad agency’s), because the temptation to do something new and different will always be great. You may try to convince yourself that “the audience has already heard what we have to say — they know this already.” Don’t fool yourself. It takes years for some messages to connect with consumers, and even longer if you’re trying to reshape perceptions consumers have held for