Why Frequency Matters
If you are a parent, you already know this answer.
I can still hear my mother bellow… “How many times do I have to tell you to take out the trash?” I believe every parent has asked the “how many times” question at least once along the way.
I also believe the question of “how many times” has been asked since the dawn of advertising. I hear the question every day.
How much frequency is enough?
My answer is not meant to be arrogant or snooty. But it’s the right answer:
Your message must be seen more times than any competing message…or until you have achieved dominance in market share.
As soon as your message is forgotten, your brand begins to fade in the mind of a customer. If a competitor is pounding messages with heavy frequency, and this is your month to not advertise, expect to see a deterioration in buying intentions and your market share.
Last in, First Out
Because of the clutter of messages, everywhere, about everything…advertising effectiveness depends heavily upon the recency of a message.
As the customer approaches a point of purchase, the last message into the mind of a customer, matters heavily. Certainly, brands accumulate preference and a tiny bit of loyalty, but the factors which build “intent to buy” are fleeting. Frequency is the best reminder.
Transit Builds Frequency and Recency
In most markets, and on most routes, an advertising message on one of our buses is seen thousands of times each day. We also like the fact that moving ads attract more attention.
Any attention near the cash register, is good attention! Keep your message moving and remember Mom.