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Advertising on a Budget -- Part 3: Frequency, Frequency, Frequency


This is the third article of a three-part series. I'm illustrating the marketing challenges of PrescottWeddings.com, a small business.

If you don't remember anything else about marketing, remember this: Frequency is king.

The more often you can get your name in front of your potential and current customers, the more likely you will make a sale.

Depending on what study you look at, people need to see your message anywhere from three to 27 times before they act upon it.

And, if you want to brand your business, then you need to get it in front of your customers as often as possible.

How do you think Ivory Soap, Campbell Soup and Tide all built their brands so deeply into our minds? Through years and years of repeatedly advertising. That's why those brands pop into our head when we think about soap, soup or laundry detergent.

So if you want to build your brand, then you need to advertise frequently.

There's another benefit to advertising frequently. It also helps your current customers.

People like to know they made the right decision after they purchased something. How much reassurance they need depends on how much they spend, but everyone needs some confirmation they made the right decision. Your advertising can help.

Studies have shown that people are more aware of car ads after they purchased a car -- specifically car ads of the model they bought. And they're more likely to both believe and approve of the message. Again, because they want to know they made the right decision.

So there are many good reasons to advertise frequently. Does that mean you have to spend a fortune? Not necessarily. There are a few tricks you can use to get the frequency you need at a low cost. (These are print tricks -- other advertising outlets, such as radio and online, we'll talk about in future issues.)

1. Make your ad as small as possible. Small ads cost less. See "Advertising on a Budget - Part 2: Thinking Small" for more information on shrinking your ad.

2. It's better to schedule your ads to run all at once than spread them out. People will never remember when they don't see your ad, only when they do. If they see your ad a lot in one week, they're going to be under the impression you advertise all the time because they won't remember NOT seeing your ad other weeks.

3. Take advantage of any frequency programs your newspaper offers. And definitely sign a contract -- don't run ads under the open rate.

Here's how it worked for PWC.

The newspaper had a program called "3 For Free." If you ran an ad three days in a row, you got the next three days for free (the paper was published six days a week).

We designed a tiny ad -- a one by two inch ad -- and we ran it six days in a row. Then we skipped the next three weeks and did the same thing again the next month.

After a year of doing this, PWC had people coming up to her telling her they saw her ad "all the time." Business owners wanted to advertise on PWC because they could see the commitment PWC had to advertising. Brides and grooms were visiting PWC on a regular basis because they were being "reminded" monthly.

What did all this cost? About $100 a month.

But, a word of caution. It takes time to build a business and a brand. It won't happen overnight. But it will happen, especially if you remember to keep getting your name in front of your customers and potential customers as often as you possibly can.

Michele Pariza Wacek owns Creative Concepts and Copywriting, a writing, marketing and creativity agency. She offers two free e-newsletters that help subscribers combine their creativity with hard-hitting marketing and copywriting principles to become more successful at attracting new clients, selling products and services and boosting business. She can be reached at http://www.writingusa.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Sun. June / 16 / 2019

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Drugmakers Sue Trump Administration to Halt Advertising Rule  Bloomberg

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Cannes Lions bingo: The advertising industry's top buzzwords in 2019  Quartz

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'Harmful' Gender Stereotypes Are Now Banned From All Advertising In UK  Scary Mommy

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VidMob raises $25M for its video advertising tools  TechCrunch

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Summer of Social: Am I Doing Social Media Advertising Right? at Albuquerque Hispano Chamber of Commerce, Albuquerque  Weekly Alibi

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Gynecologists in Germany fined for abortion advertising  The Associated Press

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Facebook Gains, Beating Peers, After Crypto, Advertising Reports  Yahoo Finance

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Trump Caps Off Week of Dealing With Fallout From ABC Interview by Advertising ABC Interview  Mediaite

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Google appeals $1.7 billion EU antitrust fine over 'illegal' advertising practices  CNBC

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VDO.AI : A Futuristic Stance for Video Advertising  Entrepreneur

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13 Global Creative Leaders Whose Ideas Are Advancing Advertising Worldwide  Adweek

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PPC Advertising for B2B Organizations: Foundational Considerations  Business 2 Community

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Roku jumps after Guggenheim says advertising on streaming platforms becoming more profitable  CNBC

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Here's what you need to know in advertising and media this week  Business Insider

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Podcast Advertising Revenue Projected to Hit $1B by 2021  Billboard

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Bus Advertising Advocacy Debated at Third Circuit  Courthouse News Service

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Giving Artificial Intelligence Creative License Leads to Uninspired Advertising  Adweek

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Marketers Turn Up Podcast Advertising  The Wall Street Journal

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From one banner ad to a global industry – digital advertising 25 years on  The Drum

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AT&T Brings Xandr Invest to Expand Advertising Footprint  Yahoo Finance

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Instagram Lets Advertisers Boost Organic Posts as Feed Ads  Search Engine Journal

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Six-Figure National Advertising Campaign Launched To Support Bipartisan Immigration Legislation  Black Star News

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A Brief History of Advertising on LinkedIn [Infographic]  Social Media Today

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We're hiring an Advertising Sales Representative and Coordinator  Lion's Roar

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Here’s What Hedge Funds Think About Lamar Advertising Co (REIT) (LAMR)  Yahoo Finance

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Eureka Springs City Advertising has Festivals & live music going on in June (060619)  KSNF/KODE - FourStatesHomepage.com

Browse through our local government website and learn more about our award-winning city...


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North Face apologizes after openly gloating about gaming Wikipedia for free advertising  The Verge

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The Pitch: Advertising and marketing news for 6.11.19  RichmondBizSense

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A Week In Chicago, IL, On A $115,000 Salary  Refinery29

How much one person spends in 7 days in Chicago, IL.


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Revenues from podcast advertising are projected to hit $1 billion by 2021  AdAge.com

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LGBTQ-inclusive advertising is a win with these consumer groups  YouGov US

Nearly a quarter (24%) of Americans say they would be more likely to do business with companies that are known to be LGBTQ-friendly.


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Mental health conditions are becoming more visible in advertising—and that's leading shops to take action  AdAge.com

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Time’s Up Advertising Names First Executive Director  Adweek

Just past its one-year mark, Time's Up Advertising has named its first executive director, Christena J. Pyle, a veteran of Adcolor and Omnicom who says she feels ...


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What advertisers should know about the Facebook and Google probes - AdAge.com
What advertisers should know about the Facebook and Google probes  AdAge.com

The specter of a regulatory inquiry into the tech industry is already being felt by advertisers, who are stuck in limbo while the Federal Trade Commission, ...


The Rise of Amazon Advertising Report - Business Insider - Business Insider
The Rise of Amazon Advertising Report - Business Insider  Business Insider

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Fox out? Bayer ditches advertising on 2 network opinion shows: report - FiercePharma
Fox out? Bayer ditches advertising on 2 network opinion shows: report  FiercePharma

Has Bayer reached a breaking point with Fox opinion shows? A Friday report says the pharma and agricultural giant will stop advertising on TV shows hosted by ...


How CEO Of Arnold Is Bringing A New Perspective To Advertising By Thinking More Like A Creator - Forbes
How CEO Of Arnold Is Bringing A New Perspective To Advertising By Thinking More Like A Creator  Forbes

Kiran Smith, CEO of Arnold Worldwide, a global creative agency, is bringing a new perspective to advertising as she has a unique ability to understand, and ...


10 Local Advertising Ideas You've Never Thought About - Small Business Trends
10 Local Advertising Ideas You've Never Thought About  Small Business Trends

Many small businesses serve a local market. To help reach your customers, here's a list of 10 local advertising ideas to try.


440 million Android users installed apps with an aggressive advertising plugin - ZDNet
440 million Android users installed apps with an aggressive advertising plugin  ZDNet

New BeiTaAd adware found in 238 apps available on the official Google Play Store.


Bing: Our Organic Results Not Influenced By Microsoft Advertising - Search Engine Roundtable
Bing: Our Organic Results Not Influenced By Microsoft Advertising  Search Engine Roundtable

Just like the Google speak around how what you spend with Google Ads has no influence on your Google organic results - Bing is the same. Bing's Frédéric ...


Facebook Doubling Ad Spending to Boost Reputation amid Censorship, Antitrust Concerns - Breitbart
Facebook Doubling Ad Spending to Boost Reputation amid Censorship, Antitrust Concerns  Breitbart

Facebook said it has boosted its advertising spending to boost its reputation amid privacy controversies, and antitrust investigations.


SPONSORED ADVERTISING BY NORTHSHORE UNIVERSITY HEALTHSYSTEM: Erin Tran, M.D. - Fox 32 Chicago
SPONSORED ADVERTISING BY NORTHSHORE UNIVERSITY HEALTHSYSTEM: Erin Tran, M.D.  Fox 32 Chicago

SPONSORED ADVERTISING BY NORTHSHORE UNIVERSITY HEALTHSYSTEM: Erin Tran, M.D., obtained her undergraduate degree from the University of ...


Ghost signs: a look at advertising’s fading messages - Financial Times
Ghost signs: a look at advertising’s fading messages  Financial Times

Seen in historic towns and cities from London to Sydney, ghost signs are faded, hand-painted antique advertisements on the walls of town houses, shops and ...


NRA Sues Advertising Firm for Alleged Media Leaks, Coup Attempt - The Daily Beast
NRA Sues Advertising Firm for Alleged Media Leaks, Coup Attempt  The Daily Beast

The NRA is suing the advertising firm that it has worked with for decades–again. This time: for allegedly leaking NRA information to reporters. The complaint ...


Amazon to boost advertising business with acquisition of assets from ad tech company Sizmek - GeekWire
Amazon to boost advertising business with acquisition of assets from ad tech company Sizmek  GeekWire

Amazon has acquired parts of a global ad tech company to bolster its rapidly growing advertising business. Amazon said Friday it agreed to acquire Sizmek's Ad ...


AdQuick Launches Look-Alike Modeling For Outdoor Advertising - AdExchanger
AdQuick Launches Look-Alike Modeling For Outdoor Advertising  AdExchanger

Out-of-home (OOH) advertising is the only traditional media that's still showing growth, but some advertisers are holding back, because the process of buying ...


advertising giant Leo Burnett names Liz Taylor chief creative officer - Crain's Chicago Business
advertising giant Leo Burnett names Liz Taylor chief creative officer  Crain's Chicago Business

Liz Taylor, former FCB Chicago chief creative officer, will now oversee creative and communications for Leo Burnett.


Advertising watchdog ASA tests hard-hitting campaign on Scots - The Scotsman
Advertising watchdog ASA tests hard-hitting campaign on Scots  The Scotsman

Scotland is to be used as a test area for a major marketing campaign aimed at increasing awareness of the Advertising Standards Authority in a bid to crack ...


Digital Advertising, Consumer Privacy and More - EFF
Digital Advertising, Consumer Privacy and More  EFF

Digital ads—and control of the user data that makes them so profitable—are the heart of the consumer privacy debate. Earlier this week, the U.S. Senate ...


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