The second is to get thirty minutes of uninterrupted attention from the fifty best students in the school who have a sufficient level of knowledge to perceive the topic of the lecture, and who need to get an "A" in your subject in order to go to college.
Undoubtedly, the first group will represent a wide audience, but it is also true that no one will understand the topic. Conversely, it is much more likely that the second group, having received valuable information that completely captures their attention, will understand your message.
Another problem that marketers face when it comes to frequency is that most media is optimized to reach a small percentage of the audience. Some people never open junk emails. Some people never watch TV commercials. Some who access the Internet, about half of them, never click on a banner. The thought of frequently viewing ads terrifies these people.
Some marketers wonder: “If the most promising customers already understood my advertisements and then ignored them, wouldn’t I be left with a “residue” due to the frequent repetition of the same advertisement? — the most unpromising, the most insensitive to advertising, the most difficult to reach?” It turns out not. With frequently repeated advertising, you reach the most profitable and promising customers.
Imagine a popcorn vendor at a hockey game. He walks up and down the aisles, dragging a basket of popcorn up the steps. Given a choice, the seller would rather bypass as many sectors as possible than comb through the same sector several times. He believes that the most promising buyers are the first to raise their hands, and since he has a monopoly here, he can afford to skim the cream, sell quickly and go home. The profitability of his business is not based on turning non-popcorn eaters into popcorn consumers.
With very high frequency costs for a popcorn vendor (every minute he spends in the same sector is time, not spent on working with a new group of buyers), along with a clear separation between buyers and non-customers, this is probably a good strategy.
And if he had a whole team of fifty salespeople working for him? If he could give away free samples? What if it was easier and cheaper for him to communicate frequently with people who don't buy popcorn? What would happen if one day he managed to introduce someone to the joys of popcorn consumption, and he sold a case of popcorn to a new customer during every game until the very end of the season?
Unfortunately, it is rarely possible to be in this position seller. More often than not, you are selling a more complex product in a very crowded market. But you can win by figuring out how to make frequency more effective with Permission Marketing.
Permission Keeps Frequency
Permission Marketing is the tool that makes frequency work. But before proving the truth of this statement, let's say a few words about the nature of brand trust. Here are a few examples of trusted nationwide brands that have taken the necessary steps to earn their trust with discipline: Crisco, Tabasco, Campbell's, Vaseline, Arm&Hammer.
If you're a typical American, you'll find these brands in your home. Each of these products has been on the market for over fifty years. Fifty years! That is, these are not the newest, not the “coolest”, not the most fashionable and not the cheapest goods. You chose these products because you trust the brands.
Why do you trust them? Due to the frequent repetition of their advertising. Because you see their ads for years, come across them in restaurants (and even art galleries), eat them at a party, and are usually bombarded with frequent reports about their quality and reliability.
All these brands today flourish. They advertise themselves comparatively less, and what they have is not too avant-garde or aggressive. But because they've focused and consistently used frequency for over fifty years, they've been able to make a huge impact on you and virtually every American consumer.
They thrive precisely because they're trusted. In fact, in all industries, the most trusted brand is the most profitable. Frequent repetition led to recognition, recognition to familiarity, and familiarity to trust. And trust almost always leads to profit.
But what if you don't own Vaseline? If your product is not yet part of American culture, and you need to create consumer confidence?
The need for frequent advertising is justified by the fact that it is impossible to sell the product with one cavalry charge. On the contrary, it is an interactive process that requires time, persistence and continuous adjustment. It marks new marketing thinking that can go at once
