WACP Business Blog

The most important point discussed throughout this article will be frequency. Here you will find some illustrations of the marketing challenges encountered by a small business PrescottWeddings.com. They demonstrated a way to get a ton of exposure to your target market, by only spending a $100 a month and here you will find out how.

Even if you never remember another thing about marketing, just remember this: Frequency takes all. Repetitive exposure of your name in front of current and potential customers makes sales more likely. Various studies suggest that a person needs to see your message three to 27 times before they are inclined to act on it. When you are trying to brand the name of your business, then you need to get your message to customers as many times possible.

Campbell Soup, Ivory Soap, and Tide are all common household names. These companies built up their brands so to ingrain them into our minds, and how did they do it? Repeatedly through the years, they continued to advertise. Through frequent advertising they made it, so their brand was the first thing you thought of when thinking of soup, soap, or laundry detergent. So as these companies have shown, frequency is key to building your brand.

Another benefit of advertising frequently offers is helping you keep current customers. After people make a purchase, they like to know that they made the right decision. The amount of reassurance that the person needs, depends on the amount of money they spent, however all people need some type of confirmation that they made the right choice and your advertising can help.

After people make purchases such as a car, studies have found that people are more aware of car ads, especially if it is for the same model car they just bought. At that time, they are also more likely to approve of and believe the message they see or hear. The reason for this has to do with them wanting to know they made the right purchase.

There are more reasons than one to advertise on a frequent basis. This does not always mean you have to spend a fortune to do so. You will find frequency can come at a low cost after you learn a few tricks of the trade. In this issue were going to discuss print tricks and leave other advertising outlets such as online and radio for future issues.

1. Small ads always cost less, so make adjust ads for a smaller scale size. See “Advertising on a Budget-Part 2: Thinking Small” for some more information on how to shrink the size of your ad.

2. You will find it is more preferable to schedule ads to run at the same time rather than spreading them apart. If people barely see your ad, then they will not remember it. When people see the same ad frequently within the same week, it gives them the impression you advertise all the time, since they don’t remember not seeing your ad on other weeks.

3. Take advantage fully, any frequency programs offered by your newspaper, but don’t run your ads under an open rate. Sign a contract.

And here is what PWC did.

The newspaper we used published six days a week and had a program called “3 for free.” By running an ad three days in a row, you got the next three days free. The ad designed for the paper was tiny, at the size of one by two inch. The ad we ran for six days in a row then skipped the next three-weeks and repeated the same process over again the next month.

PWC had people going to and telling them that they saw their ad all the time after doing this for a year. After seeing the commitment, PWC had to advertising, other businesses wanted to advertise through them. They had brides and grooms visiting them regularly, since they had monthly reminders.

In the end, this only cost them about $100 a month.

But don’t jump the gun. Time builds a business and its brand. This is not something that will happen overnight. Eventually it will as you continue to get your name out there, as much as possible.

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