As you begin working on your next advertising campaign you strategize the best ways to promote your project. You do your homework researching your competitors and target audience. Finally after months of planning and enthusiasm (and money), the weight is lifted and you launch your advertising campaign that includes a strategic mix of interactive and print advertising, direct mail and radio.
But now the waiting game begins. After a couple of days, nothing happens. You wait another day or so, but only a trickle of activity. Now you start getting nervous. A week passes, and you’re still not getting the results you were hoping to get.
The panic sets in and begin to pull the plug, and it all comes to a complete stop. In an instant your time and money has gone down in the books as a failed advertising campaign, leaving you with a bit of marketing discouragement.
But maybe this advertising program that you worked so hard to develop and execute just wasn’t out there long enough. What if you would have let it run its course just a bit longer? Would it have worked then?
When it comes to generating awareness and sales, understanding the optimum level of frequency of exposure that each advertising campaign needs to have to be successful is just as important as the ad development itself.
A recent study confirms that most marketers give up too early and don’t let their advertising campaigns run their course to success. The study revealed that, on average, 80% of sales leads are generated after a minimum of six to ten direct contacts with the prospect, yet less than 10% of advertising campaigns ever go beyond three contacts with the target customer.
This particular study followed the campaigns of numerous advertising programs across many industries and tracked their results over a set period of time. The typical advertising campaign within the study included either print, direct mail, email, outdoor or other signage, web and broadcast (radio or TV) vehicles or a combination thereof.
When planning your next marketing campaign, be sure to remember that frequency is a very critical component to your success. As with any successful marketing program, your message must generate attention, pique interest and create a desire to do business with you.
Let your campaign linger with the target audience, you need to stay on their radar screen until they are ready to buy. In your initial marketing plan and budget make sure to accommodate for the length of time of your campaign.
Remember that no single ad, email, direct mail piece, billboard or radio spot can be expected to generate immediate results. When you develop your promotional campaigns, think of your advertising program as a growing garden.
First you need to plant the seeds and continually tend to them. With your continued patience and nurturing, your garden will flourish, and you will soon harvest the fruits of your labor.
