Repetition in Advertising Part 1

Although you might have a ton of avenues to market your product (newspapers, email, newletters, billboards, flyers), a successful business owner finds out what works best . . . and sticks to it. Especially in this time of economic hardship, one has to be careful that your company is getting the biggest bang for its buck. In marketing class we called this "Return on Investment." Both Faire Magazine and The Pyrates Way magazine give you the opportunity to gain a lot for just a little if you're a Renaissance/Gothic/Medieval/Pirate vendor.

It's at this point a lot of businesses expect a gain in sales after running just one or two ads. I've had clients say "we ran an ad in your magazine and didn't sell anything. Nobody even mentioned seeing the ad."

Let's take the latter part first as it's the easiest to dismiss. When's the last time you told a vendor that you saw the product in "such-n-such" without them prompting the response? People have short memories and have come to purchase an item, not take a test on where they heard about you. Don't expect a mention. . . it's not going to happen. If it does, don't congratulate us. . . we know the magazines are being read . . . rather give yourself a pat on the back for producing an advertisement that made people want to buy. . . good for you!

As for instant sales from an ad. . . . forget about it! Advertising is super important as it is the force behind the sales. BUT it doesn't return that investment quickly. . . ever. Advertising works because it provides solution to a need someone has or didn't even know they had until they saw your ad (if its effective).

They might see it once and respond or it might take 4-8 images to get your product and your message stuck in their heads. If you repeat your branding over and over, people start to file it away in their heads. Repetition establishes your credibility, brand familiarity, and eventually becomes the first thought when a need for your product or service arises.

The customer can't remember you if they don't see you over and over!

We'll get a little deeper into the idea of repetition in advertising tomorrow.