Periodic Table of the Elements

My high school chemistry teacher, Mr. Davis, used to allow us to keep the periodic table of the elements on our desk during tests and quizzes. His point was that we weren't chemists, didn't use the symbol for lead (Pb) on a daily basis, and the best way to remember all of the abbreviations was through frequent use.

Ever see someone you've met, but can't remember their name? Happens all the time.

Do you ever forget your friends' names? Um, no. The more familiar we are with something the more likely we are to remember it.

Use the above examples to see if you can determine what's wrong with the following statements, real-life excuses from real-life owners:

I've met with the principal of that school. Nothing ever came of it.
We didn't get any response when we ran an ad in that newspaper.
We couponed that office building and got zero response.

The answer: lack of familiarity. The solution: frequency of message.

If you want word of mouth, you need to market in a way that creates word of mouth (read: frequency of message).

When was the last time you talked about a radio ad with your friends?