How to Get Frequency of Message

I've had several posts and newsletters about frequency of message, so now might be a good time to discuss how to achieve that frequency.

Frequency of message is the number of times someone sees your message as opposed to how many people see your message, which is reach. The number of impressions it takes to get someone to remember your name and purchase your product is called effective frequency.

Repetition is good for recall and frequency aids repetition. Therefore, frequency of message = good.

You can get a high message frequency from straight advertising. In fact, many companies with large budgets do just that. They even buy out some of the ad clutter, making them even more effective. I'll assume that, if you're reading this, you are more likely to have a shoestring marketing budget (though if you're a big company, drop me a line, I'll guarantee your cost per customer gained will drop like a stone).

If you have a small budget, and you rely on advertising, you're probably purchasing a single ad, or saving your money for TV, and are losing out on frequency (ie: you're going for reach).

Local store marketing tactics are preferable for frequency because the cost of each tactic is lower than purchasing media. More bang for the buck.

A note of caution: If you decide to go with local store marketing you must employ frequency of message. To do only one or two messages, a la advertising, you will get the same poor results as with advertising, but at a lower cost.

Frequency of message can be obtained by using a diverse marketing mix. You must employ more than one of these tactics at a time and you must consistently and persistently apply them. Here are some pieces to the puzzle, in no particular order:

The usual suspects:

• car wrap
  
• signage
  
• print and broadcast advertising
  
• word of mouth (does your advertising generate word of mouth, or is it the customer experience?)
  
• billboards
  

The 7 Core Competencies:

• Sampling
  
• Catering (as marketing)
  
• Event sponsorship / participation
  
• Email
  
• Fishbowls
  
• In-store signage and merchandising
  
• Bounce-back coupons
  

Promotional Items:

• cups
  
• frisbees
  
• key chains
  
• pens
  
• calendars
  
• t-shirts
  
• hats
  
• kid stickers / tattoos
  
• coloring sheets
  

You get the point. Frequency of message doesn't have to cost a lot of money, but it does need to happen frequently (as the name would imply). To paraphrase Morris Hite: More money is wasted on underspending for advertising that overspending. Advertising doesn't work if you don't put enough resources behind it. Neither does local store marketing.