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Reach vs. Frequency: Touch 100 Once or 25 Four Times?


Reach and frequency are terms generally used when planning advertising campaigns. However, the concept of reach and frequency applies to any promotional activity you undertake: direct mail, direct selling, and even networking.

Reach is the number of people you touch with your marketing message or the number of people that are exposed to your message. Frequency is the number of times you touch each person with your message. In a world of unlimited resources you would obviously maximize both reach and frequency. However, since most of us live in the world of limited resources we must often make decisions to sacrifice reach for frequency or vice versa.

For example, an air conditioning repair service who has decided to do a direct mail piece has to decide whether to mail the entire Dallas/Fort Worth Metroplex once or to mail a quarter of the Metroplex four times. An attorney who receives many of her clients through networking may have to decide whether to attend one weekly networking meeting or four different monthly meetings.

When faced with decisions of reach vs. frequency remember this rule of thumb:

Reach without Frequency = Wasted Money

Marketing is the process of building a business relationship with potential customers. Have you ever established a lifelong friendship with someone you had contact with only once? Probably not. Generally friendships (and all relationships for that matter) grow as a result of frequent contact over time. Even when the potential to form a great friendship is there at the first encounter, it is unlikely it will grow without nurturing.

Seth Godin in his book Permission Marketing uses an analogy of seeds and water to demonstrate the importance of assuring adequate frequency in your promotional campaigns. If you were given 100 seeds with enough water to water each seed once would you plant all 100 seeds and water each one once or would you be more successful if you planted 25 seeds and used all of the water on those 25 seeds?

While intuitively and even conceptually we understand the importance of frequency to successful promotional and sales campaigns, somehow when it comes to actually implementing the campaign, we opt to sacrifice frequency for reach. And then we complain about the ineffectiveness of our promotional efforts. Undoubtedly one of the biggest wastes of marketing dollars is promotional activities that are implemented without adequate frequency.

When faced with the decision of mailing one direct mail piece to 10,000 people or mailing to 2,500 people four times think about the fate of those 100 seeds you can water only once. Unless you have water rights and can obtain additional water, opt for less reach and more frequency.

© 2003 Strategies-by-DESIGN. May be reprinted with credits and contact information.

Julie Chance is president of Strategies-by-DESIGN, a Dallas based firm that helps small businesses and service professionals Map A Path to Success by attracting potential clients and turning them into loyal customers. Strategies-by-DESIGN provides consulting, training and skills based coaching in the area of marketing strategy development. For more information or to sign up for our free marketing tips e-newsletter go to http://www.strategies-by-design.com or call 972-701-9311.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Tue. November / 12 / 2019

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Enforcement Alert: Social Media Advertising  Brewers Association

eMarketer Podcast: Amazon Advertising, Attitudes on Political Ads, a Retail Jobs Crisis - eMarketer
eMarketer Podcast: Amazon Advertising, Attitudes on Political Ads, a Retail Jobs Crisis  eMarketer

Club for Growth extends advertising against House Dems over impeachment | TheHill - The Hill
Club for Growth extends advertising against House Dems over impeachment | TheHill  The Hill

Forecast: US local advertising to top $161 billion | Dateline - Newspapers and Technology
Forecast: US local advertising to top $161 billion | Dateline  Newspapers and Technology

Senior Amazon Advertising Executive Joins Teikametrics - MarTech Series
Senior Amazon Advertising Executive Joins Teikametrics  MarTech Series

Professor Barbara Allen receives award for book exploring lies in political advertising - Carleton College News
Professor Barbara Allen receives award for book exploring lies in political advertising  Carleton College News

State investigating marijuana advertising at Lewiston Colisée - Kennebec Journal & Morning Sentinel
State investigating marijuana advertising at Lewiston Colisée  Kennebec Journal & Morning Sentinel

Cross-Platform and Mobile Advertising Market Analysis, Trends, and Forecasts, 2025 - Global Market is Projected to Grow by US$260 Billion - ResearchAndMarkets.com - Business Wire
Cross-Platform and Mobile Advertising Market Analysis, Trends, and Forecasts, 2025 - Global Market is Projected to Grow by US$260 Billion - ResearchAndMarkets.com  Business Wire

US Advertisers Will Allocate Nearly $7 Billion to Connected TV This Year - eMarketer
US Advertisers Will Allocate Nearly $7 Billion to Connected TV This Year  eMarketer

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How This Season's Late Thanksgiving Impacts Retail Advertising  AdExchanger

Metro, Which Couldn't Explain Its Advertising Guidelines, May Sell Naming Rights to Its Stations - Washingtonian
Metro, Which Couldn't Explain Its Advertising Guidelines, May Sell Naming Rights to Its Stations  Washingtonian

Here’s the Army’s Next Big Advertising Campaign - Military.com
Here’s the Army’s Next Big Advertising Campaign  Military.com

A mobile advertising holiday roadmap for retailers - Retail Customer Experience
A mobile advertising holiday roadmap for retailers  Retail Customer Experience

Amazon Advertising: 3 Unique Ways to Sell Your Product - G2
Amazon Advertising: 3 Unique Ways to Sell Your Product  G2

Apple's ad agency has layoffs as the company beefs up its in-house ads group - CNBC
Apple's ad agency has layoffs as the company beefs up its in-house ads group  CNBC

PCMA Launches New Advertising Campaign; Featuring Bespoke Lending Solutions for the Mass Affluent and High Net-worth - Business Wire
PCMA Launches New Advertising Campaign; Featuring Bespoke Lending Solutions for the Mass Affluent and High Net-worth  Business Wire

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A bizarre Kansas law prohibited advertising raw milk. So this farm couple fought back  Kansas City Star

The Esports Ads launches esports advertising database - Esports Insider
The Esports Ads launches esports advertising database  Esports Insider

Bernie Sanders Is Flush With Cash. Here’s How He Plans to Spend It. - The New York Times
Bernie Sanders Is Flush With Cash. Here’s How He Plans to Spend It.  The New York Times

Comcast rebrands its ad sales division - Atlanta Business Chronicle
Comcast rebrands its ad sales division  Atlanta Business Chronicle

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2019 – 2020 Political Issue Advertising The Blessing and the Curse!  JD Supra

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Fairbanks Daily News-Miner Goes Live with Brainworks New Stratica Advertising and CRM Solution  Editor And Publisher Magazine

Can Google’s Non-Advertising Revenue Streams Mitigate Impact Of Slowing Advertising Growth? - Forbes
Can Google’s Non-Advertising Revenue Streams Mitigate Impact Of Slowing Advertising Growth?  Forbes

New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market - The New York Times
New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market  The New York Times

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MFM’s November Lunch and Learn to Highlight “Legalities of Controversial Advertising”  Broadcasting & Cable

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Turkish media censors find ice cream advertisements immoral  Ahval

Sinclair leads $10.3M investment in rideshare advertising startup Octopus - TechCrunch
Sinclair leads $10.3M investment in rideshare advertising startup Octopus  TechCrunch

Politics will drive billions in local advertising spending in 2020: Report - Fox Business
Politics will drive billions in local advertising spending in 2020: Report  Fox Business

Opinion: Twitter beats Facebook on political advertising, but work is still needed - UI The Daily Iowan
Opinion: Twitter beats Facebook on political advertising, but work is still needed  UI The Daily Iowan

The Advertising Industry Has a Problem: People Hate Ads - The New York Times
The Advertising Industry Has a Problem: People Hate Ads  The New York Times

Social media urged to suspend political advertising - BBC News
Social media urged to suspend political advertising  BBC News

5 Amazon advertising execs who could replace Seth Dallaire - Business Insider
5 Amazon advertising execs who could replace Seth Dallaire  Business Insider

Restaurant apologises for 'cashing in' on Remembrance Day by advertising 'Lest We Forget' burger - Yahoo Sports
Restaurant apologises for 'cashing in' on Remembrance Day by advertising 'Lest We Forget' burger  Yahoo Sports

Maryland must walk fine line with election advertising law - Frederick News Post
Maryland must walk fine line with election advertising law  Frederick News Post

Amazon Advertising Spending to Reach $10 Billion in 2019 - Marketplace Pulse
Amazon Advertising Spending to Reach $10 Billion in 2019  Marketplace Pulse

10 Questions I Have About That Weird Advertisement That Pops Up While Pooping In Death Stranding - Kotaku
10 Questions I Have About That Weird Advertisement That Pops Up While Pooping In Death Stranding  Kotaku

Why Politicians Want Your Smart-TV Data - The Atlantic
Why Politicians Want Your Smart-TV Data  The Atlantic

Comscore's new CEO says his company's 'sweet spot' is targeted TV advertising - AdAge.com
Comscore's new CEO says his company's 'sweet spot' is targeted TV advertising  AdAge.com

CSPI report: We're not making progress on junk food advertising to kids - FoodNavigator-USA.com
CSPI report: We're not making progress on junk food advertising to kids  FoodNavigator-USA.com

Billionaire Alastair Mactaggart on his plans to regulate advertising. - Business Insider
Billionaire Alastair Mactaggart on his plans to regulate advertising.  Business Insider

Why Twitter’s New Restrictions on Political Advertising Make No Sense - National Review
Why Twitter’s New Restrictions on Political Advertising Make No Sense  National Review

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An Hour of Advertising with… Storythings' Anjali Ramachandran  The Drum

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Roku Doubles Down on Advertising Tech  Motley Fool

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SEC: Changes to Investment Advertising and Cash Solicitation Proposed  The National Law Review

Google Considers Changing Its Political Advertising Policy - Bloomberg
Google Considers Changing Its Political Advertising Policy  Bloomberg

Twitter, the RC Cola of campaign advertising, will no longer accept campaign ads - The Washington Post
Twitter, the RC Cola of campaign advertising, will no longer accept campaign ads  The Washington Post

How digital media has revolutionised advertising | Leadership - Business Chief Canada
How digital media has revolutionised advertising | Leadership  Business Chief Canada

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Reddit: Here’s How to Change Your Advertising Personalization Preferences  Adweek

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The Rise of Advertising on Ecommerce Marketplaces: 5 Tips to Get Ahead  Search Engine Journal

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Cryptocurrency advertising is rising, and Coinzilla is at the forefront  EconoTimes

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New TripAdvisor China Venture Eyes Digital Advertising Revenues  Skift

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How WWE Dealt With False Advertising Pre-Taped Match For RAW  Ringside News

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Advertising or art? Bristol restaurant asked to remove window signs  Turn to 10

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Old is new again as traditional advertising channels make strides  Econsultancy

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3 steps to help improve diversity in advertising (And why that's smart)  AdAge.com

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Advanced TV Solutions Are Changing Local Market Advertising, According to New FreeWheel Survey  MarTech Series

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The big problem with political advertising on social media  City A.M.

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General Election 2019: Facebook takes down 'political' advertising  BBC News

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Nine reports 'softness' in advertising dragging on earnings  AdNews

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The 2020 election ignites a new debate: Does political advertising belong on platforms?  Digiday

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Parimatch launches new advertising campaign featuring Conor McGregor  CalvinAyre.com

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Elizabeth Warren criticizes Twitter's political advertising ban  Axios

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Latino Business Leadership Awards: Hector Velazquez, Nexo Advertising  North Bay Business Journal

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Homeopaths advertising autism 'cures' despite crackdown by advertising watchdog, Telegraph investigation finds  Telegraph.co.uk

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The Problem of Political Advertising on Social Media  The New Yorker

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Here's why Facebook dominates in digital advertising  Fox Business

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The Rundown: Advertisers mull how much digital advertising is too much  Digiday

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Emotion: The Super Weapon Of Marketing And Advertising  Forbes

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Online Influencers Tell You What to Buy, Advertisers Wonder Who's Listening  The Wall Street Journal

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Cresco Labs Launches California Advertising Campaign for Namesake Cannabis Brand, Cresco, Marking its Most Significant Marketing Push to Date  Business Wire

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How to Invest in Digital Advertising  The Motley Fool

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Advertisers Finally Get Involved in Shaping Audience Measurement  MediaVillage

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Art or advertising? Bristol board rules Chinese calligraphy will have to go  The Providence Journal

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Google to Lift US Ban on Online Casino Advertising  HighstakesDB

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Juul Marketing Chief Leaves as E-Cigarette Maker Suspends Advertising  The Wall Street Journal

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Democratic Strategists Set Up $75 Million Digital Campaign to Counter Trump  The New York Times

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No Decline in Junk-Food Advertising on Children's Television, According to New CSPI Analysis  CSPI Newsroom

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Allan Kalish, 94, an advertising icon who ‘should have been a third baseman for the Phillies’  The Philadelphia Inquirer

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Arlington students pushing back against vaping use, advertising  Poughkeepsie Journal

The unequal aplication of advertising transparency - StopFake.org
The unequal aplication of advertising transparency  StopFake.org

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Livestreamed shootings have advertisers demanding better safety from sites like Facebook and YouTube  CNBC

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Smaller Social Media Audiences Are What Advertisers Are Focusing On  WGN Radio - Chicago

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Fox Partners With iSpot.tv To Improve Advertising Performance  Forbes

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Black Crowes Announce 2020 Reunion Tour Via… Subway Advertisement?  Variety

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Big Data Pharmaceutical Advertising Market Report: Global, Regional and Country Wise Data Break up and Analysis in a Latest Research  Editorials 360

Nine lowers earnings forecasts as soft advertising market hits home - Sydney Morning Herald
Nine lowers earnings forecasts as soft advertising market hits home  Sydney Morning Herald

Amazon gaining on Google in search advertising market share - GeekWire
Amazon gaining on Google in search advertising market share  GeekWire

Amazon advertising exec joins Boston e-commerce startup - Boston Business Journal
Amazon advertising exec joins Boston e-commerce startup  Boston Business Journal

SEC Proposes Changes in Advertising Rules - National Association of Plan Advisors
SEC Proposes Changes in Advertising Rules  National Association of Plan Advisors

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OPINION: Industry trend shows readership is rising as advertising falls  Paris News

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WPP comparable sales rise as advertising backs 2019 guidance  MarketWatch

Juul agrees to stop advertising to youth in settlement with Oakland nonprofit - San Francisco Chronicle
Juul agrees to stop advertising to youth in settlement with Oakland nonprofit  San Francisco Chronicle

Asked about China, Twitter CFO says company focus is on markets where it is 'accessible' - CNBC
Asked about China, Twitter CFO says company focus is on markets where it is 'accessible'  CNBC

Virgin latest advertising ditches young air hostesses for a flying toupee called 'Wiggy' - Daily Mail
Virgin latest advertising ditches young air hostesses for a flying toupee called 'Wiggy'  Daily Mail

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