Marketing Confidence Through Frequency and Consistency
Marketing and advertising for the small business person can be one of their biggest financial down falls. I like to call it the “Advertising by Ego.” The need to see your service or product advertised as bigger than life. How does this relate to marketing confidence through frequency and consistency? Let's begin.
You have found the perfect super glossy magazine publication that targets your core audience. The publication circulates 150,000 copies a month and has a single subscriptions of 75,000 people, with average life span per issue of 3 months and an average readership audience of 3 people per issue. Plus, the publication's ad rep reduced the full page rate from $5,000.00 to $4,000.00 because you are a “special” kind of client and they want to “help you out” with your advertising budget (more like help dig into your pocket book). Whoa there, time to take a step back and review the situation.
Is this really the best use of your marketing budget; to place one ad, one time to 75,000 subscribers that see on average a bombardment of up to 600 - 625 ad exposures a day (some experts say now with the internet a person can see up to 3,000 – 5,000 ad exposures per day)? I did not think so. Let me recommend a different approach. This approach is called building confidence through frequency and consistency.
Since you are attempting to attract new Clients that do not know of your company, confidence is what we need to establish. Instilling Client confidence via marketing is built through the use of multiple marketing impressions / exposures from multiple marketing sources. Think about it, would you be more prone to purchase a product or service from a company that advertises on TV, in the newspaper, in magazines, on the radio and has a strong internet presence or from a company that only has one ad in one magazine once a year? The more impressions a company has in the public eye, you guessed it, the greater the public confidence for that company.
So you may be asking yourself, I have a limited budget, what am I to do? Run smaller ads more frequently! This is your frequency. Do not “disappear” from the public eye for any extended time. Keep your ads running at scheduled times in various marketing medium so that confidence can be built by frequency.
So where does consistency come in? Consistency means one thing; keep your branding message the same. You can change the “offer” advertised, but the ad must look similar (and if possible, be placed in the same location in a publication from month to month) and the branding style of your business must be consistent. Do you go back and eat at restaurants that have “hit or miss” food consistently? Do you like your food hot one day and the same meal cold the next? Definitely not! Consistency is the second part of the equation that builds confidence.
You have a limited amount of time and money to catch a prospective Client's eye with your advertising. Make frequency and consistency work to your advantage.
To increase your company's exposure through frequency and consistency marketing and have your product or service branded properly, please give Xpleo Media a call at 602.694.1093 and we will outline a plan to accomplish your company's marketing goals.
