How can you get people respond to marketing?
The ye olde rule of seven. The rule is one of the oldest concepts in marketing. Although it is old, it doesn’t mean that it is outdated. It is all about the frequency
More times a person is exposed to a message more likely is to person to buy. Hence the term effective frequency.
In other words – effective frequency is the number of times a person must be exposed to a brand or marketing message before taking action on it.
Find the sweet spot. Too little exposure won’t tickle their pickle. Too much exposure and you’ll be wasting pesos.
In general, smaller purchases need less exposure than big ones. It makes sense. You didn’t buy a car, after seeing a tv commercial for the first time. Well, except you’re from 1% and you bathe in it. You bought it, because you saw it many times, read the brochure, check the stats, google reliability value and talk to your peers and car dealer.
Most small business and start-ups spend their time and money trying to reach to the masses. Throw enough shit against the wall, and something will stick, right?
Would this be an effective strategy, though? Well, it depends.
If they spend a lot of money with an ad that reaches a lot of people once, it would be a big mistake. But if they use multiple channels, the result will be much better.
Take a look at successful companies. You see the same ads on the TV. Do you remember my previous post about retargeting ads stalking you on every step of your browser journey for the day. Smart companies will use as many channels as possible.
In 1920’s they came up with a rule of 7, which meant that a potential customer must be exposed to the ad at least seven times before taking an action.
Implementing the rule of 7
So what would be better? Reaching 70 customers 1 time or 10 customer 7 times? Inn marketing it’s better to go in depth instead of breadth. Reach fever people in a deeper way.
The trick is to find out, who your top customers are. Which 10 people will be the victims khm… targets of your sneaky, high-volume marketing campaign?
If you already have good customers, find out what your existing clients have in common. Be as specific as possible. Demographics, age, sex, occupancy…
If you’re fresh from the boat, start with narrowing yoursearch. Focus on a specific group and test it out.
But first they have to meet one of the pre-requisites: they must have the means. This is crucial. Have you seen a plethora of blogs about frugality, how to save money courses or eating on the cheap. While most of them are an interesting read with even a great advice, the owners don’t see much revenue from it. Of course, the obvious trait of the reader is the unwillingness to spend the coin. That translates into your meagre earnings.
Take into consideration of your customer specific needs and image. What are their pain points? In best case scenario, you will address a specific narrow audience. It’s easier to come up with an image for i.e. senior RV buyers. Pop an image of a serene lake and a happy couple enjoying their free time.
But what if your product is general. One option is to differentiate. If everyone is selling office desks, sell the standing desk. Unfortunately, you might be late for this train, so let’s go to the next thing. You can choose an arbitrary focus. Instead of offering “standing desks” you can offer “standing desks for web developers”.
Presence in many places that share the same audience + customized message for that audience = Winning at marketing
Now, find them in lead them through the marketing funnel.