Hoe Often should you Advertise?

JudyN

MGF, Master Grumble Framer
Joined
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Montana ( A Tourist runs through it )
http://www.karpaydiem.com/article2.html

From link above:^

The following advice is attributed to 19th century London businessman Thomas Smith. I’ve seen it published by numerous marketing organizations from the Radio Advertising Bureau to the Baltimore Business Journal.

The constant refrain: repetition of a simple message is important in cutting through the clutter and getting buyers to pay attention to you and perhaps purchase your product or service.

The advice is especially relevant in the 21st century. One research group found that Americans are exposed to more than 1,500 commercial messages every day. Thus, marketers need to craft an effective message - whether in paid ads, direct mail, promotional literature, or guerrilla marketing style communications - and ensure that target recipients are exposed to it many times. In fact, according to Mr. Smith, the 20th time just might be the charm.

“Question: How many times should I run that promotion?
Answer: Many times. Let me explain:

1. The first time people look at any given ad, they don’t even see it.
2. The second time, they don’t notice it.
3. The third time, they are aware that it is there.
4. The fourth time, they have a fleeting sense that they’ve seen it somewhere before.
5. The fifth time, they actually read the ad.
6. The sixth time, they thumb their nose at it.
7. The seventh time, they start to get a little irritated with it.
8. The eighth time, they start to think, “Here’s that confounded ad again.”
9. The ninth time, they start to wonder if they may be missing out on something.
10. The tenth time, they ask their friends and neighbors if they’ve tried it.
11. The eleventh time, they wonder how the company is paying for all these ads.
12. The twelfth time, they start to think that is must be a good product.
13. The thirteenth time, they start to feel the product has value.
14. The fourteenth time, they start to remember wanting a product exactly like this for a long time.
15. The fifteenth time, they start to yearn for it because they can’t afford to buy it.
16. The sixteenth time, they accept the fact that they will buy it sometime in the future.
17. The seventeenth time, they make a note to buy the product.
18. The eighteenth time, they curse their poverty for not allowing them to buy this terrific product.
19. The nineteenth time, they count their money very carefully.
20. The twentieth time prospects see the ad, they buy what it is offering.”
 
Read the book "Selling the Invisible". It is a great read, and will give you great ideas on how to use your advertising money well. It isn't just how you advertise, it is what you say when you do.
 
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ROTFLMAO

I thought this...You had the courage not to resist the urge!
 
Yeah...it sure did.

Speaking of advertising, I have people come in often to soilicit ads for takeout restaurant menus. Today, the deal is for a family style restaurant, several page menu, $100, 1000 will be printed. Whadda ya think? Anyone do this?
 
I group this type of ad along with the telephone book covers - nope.

Generally a "family style" menu is not one where most of our customers would look for our ad. They may read all the ads while they wait for the food to be brought out, but then just as soon as the mashed potatoes and gravy captures their attention, our place in their memory vanishes!

(experience comes from learning from your own mistakes - wisdom comes from learning from the mistakes of others!)

Betty
 
Funny you metion telephone book covers. About an hour after I posted the other message, two guys came in. Guess what they were pushing? Yep. Telephone book covers.
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Are NO SOLICITING signs not appropriate for my storefront. These people seem to be just wasting my valuable time.
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I did one of those restaurant placemats. THe owner had three jobs done and one other customer said they came because they saw the ad. In two years it just about covered the cost of the ad. Did it add to TOMA with others? I'll never know, but I didn't renew.

P.S. The restaurant was an ethnic restaurant solicited by Armenians. My mother is Armenian and her family is WELL known in that community. I bear my father's last name which isn't as recognizable, so I was trying to tap that connection a little better.
 
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