- Client A: “I tried postcards, but I didn’t get anything from them.”
- Me: “How often did you send them?”
- Client A: “Three times.”
- Me: “Per year?”
- Client A: “No. Three in the last few years.”
This conversation happens to me fairly frequently. Someone will have sent out postcards or email blasts or other marketing pieces with random or infrequent timing (at best). Then they insist it would never work because they never saw a return. Does that surprise you?
Let’s make a quick observation – when you watch a football game on network TV, how many times do you see an ad for the same company? Is it once? How about twice? In my experience it is more like 3-7 times, depending on the length of the program. I think that is important, since these companies spend millions of dollars on advertising. So, they must have found in their research that it is critical to have repeated exposure to the same audience. This matches up to what I’ve been hearing for years about the “Rule of Seven” – that is the belief that someone has to hear your message seven times before they remember it.
So, what does that mean for the person who has a “hit and run” approach to marketing? It means that their money and efforts are wasted.
The way I typically explain the importance of consistent marketing is with this analogy: if you went to the gym once per month or once per quarter, what kind of results would you expect? Probably nothing substantial. But, on the other hand, if you went to the gym several times per week, your expectations and your results would be much different.
So, stop wasting money and time. Create a plan and execute it. Make sure you are using both “active” and “passive” marketing methods to generate business. Otherwise, to put it in gym membership terms, you are just paying a “fat tax”.