"A goldfish has no memory...
and the little plastic castle is a surprise every time!"
What an insightful reminder as we approach marketing!
Clients often ask me "How often should I tweet this content?" Or comment "I am so tired of my logo, do I need a new one?" During a radio campaign "Won't people get sick of my spot if they hear it three times?"
Ah, this goes to the good old fashioned concept of Reach and Frequency. (Excuse me as I dust off my Media Planner Pulpit.) Reach is all about how many people we get to...how many people are going to see my Facebook post/my Tweet/TV commercial/my logo? We want it to be as many of our target audience as we can reasonably get to.
But don't forget about Frequency. The old adage was that if you're running a TV or Radio campaign, you need to be sure your target audience receives your message at least three times a week. At LEASE three times. That's when they start remembering it.
In these times, with information moving so much faster, with so much more intensity, I submit this is a bare minimum. Don't be afraid to Tweet the same content several times. Don't worry how many actual spots you're running in your radio campaign, pay attention to the weekly Frequency number your sales rep or agency can provide you. Definitely don't retire a logo just because you're bored with it.
Because, truth is, your intended audience won't see your marketing nearly as many times as you will. Think of your customers and clients as lovely, intelligent goldfish who see your logo, then see another plastic castle around the corner and say "Ooooh, shiny!"
The exact numbers of times to run with a particular marketing message is something you will want to talk to your marketing team about. Make sure your plastic castle gets seen enough times to sink in!