Interesting post by Seth Godin on frequency, and the importance of it in our daily lives when it comes to remembering advertising messages.
Frequency counts, that's the bottom line. Seth used the example of Tuesday's elections in his recent post:
"I think people are full. They have too much to do, too much on their plates, no room for new ideas, new tasks and new challenges (or at least they think they're full). So when all those ads are hurled at them, they ignore them. They ignore them because they can, and because they don't perceive that they have a problem that the ad will help them solve."
Until, Godin points out, you need to reach in and think about who to vote for as you're standing in line to cast your ballot.
It happened to me yesterday when I voted. I really liked a set of campaign commercials for John Chiang, a candidate for State Controller here in California. Chiang is a Democrat, I'm a Republican. But his ads were informative and clever (as clever as you can be when you're running for that sexy office of "State Controller") and I voted for him. Why? Well, as I read Seth's post, it was probably because I remembered his ad and connected with him through it.
Great post - and, a good lesson on the importance of frequency in advertising and selling.
I think the saying goes that generally, people need to see an advertisement about seven times before they act on it. It just goes to show how important it is to have advertising material that stands out. I'm in insurance, and obviously, we need to connect emotionally with any prospect who sees our advertising material. If our ad doesn't remind them of a need they have, then they're not going to realize that we can meet that need or solve a problem. As with all marketing, insurance marketing has had to get a lot smarter in recent years, because across all industries, competition is increasing. We need to work harder to attract new clients and new insurance leads now, because there is more choice out there. Like everybody, we need to make sure we stand out, so people remember us and take the action we want them to take, i.e. call us!
Posted by: Michaela Roberts | December 14, 2006 3:38 PM | Permalink to Comment