Relevance X Repetition = Results
Think ARE. Achieving your desired advertising results really comes down to this simple equation. Thinking of advertising in these terms will help keep you focused on what really matters in achieving advertising success.
Relevance is where it all starts. Advertising has to be relevant to the customer or it will not be effective. The higher the relevance factor the fewer times a person needs to see or hear an advertisement to remember the company and message. If the ad has a low relevance factor, it will take a lot more repetition.
September 11, 2001 was a time of deep national tragedy for our country. It’s not an event that required repetition to remember what happened. While that may see a bit of an extreme example, the fact remains that very few businesses have a significant enough message that an ad containing that message can be heard only one time. You may have a good message. You may even have a great message. Nevertheless, a potential customer will have to see or hear your ad a number of times.
The higher the relevance factor, the fewer number of repetitions needed. The lower the relevance factor, the higher number of repetitions will be needed to achieve your desired results.
A few years ago I consulted with a company that sold hearing aids. When they first contacted me, the first name that popped into my head was Beltone. Why? I had never needed a hearing aid, but in my hometown a business used a side of a building in the downtown area as a billboard for Beltone hearing aids. I saw that sign about every trip we made downtown. Repetition.
The goal of most advertising is to be the company a customer thinks of first and feels best about when their moment of need arises. If you increase the relevance of your advertising message, you can achieve those results with fewer repetitions. If your relevance factor is weak, be prepared to spend a lot of money because you’re going to need lots of repetition.
How’s your ARE?
Facebook
Twitter
Linked In
Subscribe by Email