Getting the right frequency is essential to the success of any advertising campaign. But how many times do you need to get your message across to really drive action
Watch the short video below:
Why is repeat exposure important?
Repeat exposure increases your brand recall and overall effectiveness. Even if you are reaching the right target audience, you cannot expect every single person to see, remember or act upon your advertising the first time. No advertising medium can guarantee 100% exposure. The only way to achieve results is to reach out to your customers more often.
What is the 3+ frequency?
Frequency is the average number of times that a person within the target audience has the opportunity to see an advertisement during the campaign period. Research shows a consumer needs to see a piece of advertising at least three times
before taking action. This is the “3+ frequency” rule. The first time is to get the consumer’s attention, the second is for them to recognise the message, and the third is for acceptance. For some campaigns, three is the perfect number but other times it might take a few more.
How far apart should I time my letterbox campaigns?
There’s no exact science here – it depends on your individual campaign. Say you have a sales promotion that runs for a month. You want to distribute a letterbox drop two weeks before the promotion as a “countdown” teaser, and then again at the beginning of the promotion to remind people and drive them in-store. Then, in the last days of the sale, send another flyer to whip customers up into a frenzy.
Why should my campaigns look consistent?
Think about the major successful brands, such as Apple or McDonald’s. Every time you see something from these brands, you immediately know what the brand is and you know what to expect from them. Consistency within your business and marketing campaigns enhances your brand’s credibility, experience and quality in the minds of your customers. Plus it can also help raise the awareness of your brands.
Remember, building a brand and strong business reputation is a journey – it doesn’t happen overnight. But with a cost-effective, engaging marketing channel such as letterbox advertising, you can achieve the frequency you need without blowing your marketing budget out of the water.
For an instant quote on your letterbox advertising campaign, simply click on the button below: