Repetition is widely regarded as the best way to improve at, well, just about everything: new languages, new sports, new skills.
Yet none of this improvement happens overnight. It takes time for new things to become second nature.
This principle applies to marketing campaigns as well: Repetition and consistency are key to capturing your customers’ attention. You must continuously put yourself in front of prospects.
At first, you’re just familiarizing them with your brand, but at a critical point, they’ll start to equate seeing you so much with you being of a higher quality. (This is called the signaling theory.)
Keep this up and the money will start flowing in while you snooze.
But how do you do this without annoying them?
Learn the 3-7-27 Law of Marketing
How many times does a message need repeating before it sinks in and brings value? A good rule of thumb is to remember the 3-7-27 Law of Marketing which says it takes:
- 3 points of contact to remember a name
- 7 to associate a name and a business
- 27 to become a household name
While these numbers sound daunting, the use of ongoing, repetitive marketing campaigns can help seamlessly accomplish your goals while you worry about your other more urgent matters…like your REM cycle.
Keep it Consistent
In order to reach these numbers, you will need to create a design that you plan to send 5-7 times to the same audience over the course of your campaign. That way, your message will be clear and will start to stick. Small changes are okay from mailing to mailing, but be sure to keep your overall design consistent; any drastic changes will start your repetition count over, and will essentially act as a new advertisement.
The best part about this strategy is that you will reap the benefits long after the work has been done. You can design, stamp, and plan your mailing schedule all at once (we can help you with this) so the only thing left you’ll have to do is wait for the leads to come in.
Mix it Up your Strategy
By now, you’ve probably heard about all the ways that direct mail campaigns can benefit your small business.
In order to make the most of these campaigns, however, consider mixing in some new advertising mediums to coincide with your postcards.
Consider using a variety of television, radio, print, and digital marketing platforms at one time. This activates the availability heuristic, in which your customers assume that because your ads are everywhere, you are important and popular, giving you a sharp edge on the competition.
Need help getting started??
Create, print, and post campaigns all online through our web-to-print platform.
If you need help designing a repetition marketing campaign that will free up some precious nap time, call the experts at Opportunity Knocks at 1 (866) 319-7109!