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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 Wed. May / 27 / 2020

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Digital Demand Will Spur U.S. Advertising Gains in 2021, Predicts Analyst  Hollywood Reporter

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The New Age of Advertising Contributed Opinion  Streetwise Reports

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The importance of advertising  Idaho State Journal

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The prevention of childhood obesity would require stricter advertising regulations  EurekAlert

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US TV Advertising To Drop 12% In 2020: Analyst 05/27/2020  MediaPost Communications

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Sports Television Advertising Business Expected To Be “Very Healthy”, “Active” in H2 '20  Sports Illustrated

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Columbia alumnus recognized for innovative advertising work 'on a national stage'  The Columbia Chronicle

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Alfi Inc., A Local Advertising Technology Firm to Donate Advertising Space for Struggling Businesses  Yahoo Finance

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Woof in Advertising: When the product is secondary - ohmidog!  ohmidog!

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Sparklight® Advertising Pledges $7 Million in Matching Ad Credit Initiative offers small businesses cable airtime to aid in economic recovery  coppercountrynews

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Advertising During Uncertain Times: 11 Research Projects Tell the Same Story  WAAY

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Media Corruption? Car Safety Recalls Reported Less When Manufacturers Advertise More  SciTechDaily

6-Hour Virtual Seminar on FDA Scrutiny of Promotion and Advertising Practices - ResearchAndMarkets.com - Yahoo Finance
6-Hour Virtual Seminar on FDA Scrutiny of Promotion and Advertising Practices - ResearchAndMarkets.com  Yahoo Finance

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Advertisers Seek to Revise Deal Terms With Streamer Quibi  The Wall Street Journal

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OUTFRONT STUDIOS Dominates At The Out Of Home Advertising Association's OBIE Awards  Yahoo Finance

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How Big Brands Are Navigating Pandemic-Related Advertising  Spectrum News 1

Coronavirus: Advertising tycoon Martin Sorrell predicts 'permanent' digital shift - Yahoo News
Coronavirus: Advertising tycoon Martin Sorrell predicts 'permanent' digital shift  Yahoo News

Adams Outdoor Advertising inks debt financing from Carlyle - PE Hub
Adams Outdoor Advertising inks debt financing from Carlyle  PE Hub

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A Guide To Evaluating And Advertising COVID-19 Products  Law360

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Your Morning Matters: An advertising legend - MahoningMatters.com  MahoningMatters.com

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Kellogg's drops advertising from Joe Wicks' YouTube channel after Pringles blunder  FoodNavigator.com

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How TV Advertisers Can Prepare For The 2020 Election Cycle  AdExchanger

Proposed bill would ban microtargeting of political advertisements - Ars Technica
Proposed bill would ban microtargeting of political advertisements  Ars Technica

Cornelius advertising firm recognized by magazine as Best Workplaces 2020 - Statesville Record & Landmark
Cornelius advertising firm recognized by magazine as Best Workplaces 2020  Statesville Record & Landmark

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Democrat announces advertising department changes | Free  Sedalia Democrat

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An Hour of Advertising with... Tom Goodwin  The Drum

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Advertisers reviewing Quibi deals after streaming startup's numbers flop  Fox Business

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Advertising will sound very different post-Covid-19  Campaign US

Thought Leaders Weigh In On The Post Pandemic Advertising And Media Landscape - Forbes
Thought Leaders Weigh In On The Post Pandemic Advertising And Media Landscape  Forbes

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The Pitch: Advertising and marketing news for 5.26.20  RichmondBizSense

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Old or new? Strategic or tactical? Your COVID-19 advertising questions answered  Warc

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Amid the COVID-19 crisis and the looming economic recession, the Outdoor Advertising market worldwide will grow by a projected US$11.1 Billion, during the analysis period  GlobeNewswire

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Why advertising's limited legion need your – and Rishi Sunak's – support  The Drum

Trump campaign plans $1 million advertising attack after Biden's black voters comment - CNN
Trump campaign plans $1 million advertising attack after Biden's black voters comment  CNN

Is It Time for Tesla to Start Advertising? - CryptoCoinsNews
Is It Time for Tesla to Start Advertising?  CryptoCoinsNews

Reddit Launches 12-Week Advertising School On r/Advertising - We are Social Media
Reddit Launches 12-Week Advertising School On r/Advertising  We are Social Media

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Governor Wolf Targeted in Third Grade-Level Aerial Advertising at the Jersey Shore  Philadelphia magazine

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Internet Earnings: E-Commerce and Games Win Big, Advertising Platforms Suffer  Caixin Global

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Grand Theft Auto 6 Launch Window Possibly Outed by Take-Two Advertising Plans  Wccftech

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CitizenNet, Condé Nast's Social Advertising Agency, Honored With Four Stevie Award Wins In The 2020 American Business Awards  MarTech Series

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David Droga in Conversation With Inc. Register Now for This Exclusive Live Webinar  Inc.

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League of Legends expands in-game advertising with Arena Banners  Daily Esports

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Video advertising rethought: From ‘click-to-skip’ to ‘click-to-watch’  Best Media Info

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Advertising agencies and the law: Determining the relationship between agency and client (part 1)  Lexology

The Atlantic Lays Off 68, Citing ‘a Bracing Decline in Advertising’ - The New York Times
The Atlantic Lays Off 68, Citing ‘a Bracing Decline in Advertising’  The New York Times

CBS Courts Advertisers Virtually, With a Zinger From Stephen Colbert - The New York Times
CBS Courts Advertisers Virtually, With a Zinger From Stephen Colbert  The New York Times

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Apple's 'Bounce' AirPods Ad Wins 'Best of Advertising' Award  MacRumors

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Inflight Advertising Market : Huge Demand And Future Scope For Revenue By...  Azizsalon News

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Exclusive: New York Times phasing out all 3rd-party advertising data  Axios

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Why direct response advertising is winning this year  CMO

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President Donald Trump has spent $21m on advertising - nearly three times his rival Joe Biden  Daily Mail

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Advertising in the pandemic – Shopping Centre News  Belinda Daly

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Media Earnings Predict The Future Of Advertising  Forbes

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Italy's 2020 advertising market to shrink at double-digit rate -Nielsen  Reuters

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Exxon Sued Again for 'Misleading' Advertising  DeSmog

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Big brands are telling TV networks they might not be buying as many ads as planned  Marketplace

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AdTech Roundup: Top Things in Advertising Technology  MarTech Series

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For-profit colleges drastically outspend competing institutions on advertising  Brookings Institution

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How Advertisers Scrambled To Ditch Ads And Shift Messaging During The Coronavirus Pandemic  WBUR

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Lowe's topped Home Depot thanks to advertising and geography  AdAge.com

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News Outlets Want More Advertisers to Act Like Burger King  The New York Times

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Digital Display Advertising Market Analysis & Technological Innovation by Leading Key Players  Cole of Duty

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Facebook signals online advertising to take a big hit  DigitalCommerce360

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How advertisers are using TikTok during the recession  Digiday

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Minicast: Why Facebook Shops could be the next big ecommerce and advertising disruptor  Which-50

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Tech This Week | Advertising a tax on the poor, pandemic going to exacerbate it  Deccan Chronicle

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Centraide launches advertising campaign to recognize the essential work of the community sector  Canada NewsWire

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Instacart Launches Self-Serve Ad Platform, Offers Alternative To Google, Amazon 05/27/2020  MediaPost Communications

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COVID-19 Represents The Biggest Challenge To Media Advertising Expenditures Ever  Forbes

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Nordija integrates Yospace dynamic advertising insertion with FokusOn platform  Telecompaper

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Impact of COVID-19: Big Data Pharmaceutical Advertising Market  openPR

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Speel Verantwoord Endorses EGBA's Pan-European Advertising Code  European Gaming Industry News

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Cloud Advertising Market Research Report 2020 Elaborate Analysis With Growth Forecast To 2026  Cole of Duty

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Mobile Advertising Software Market: Future Innovation Ways That, Growth & Profit Analysis, Forecast By 2026  Cole of Duty

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Facebook, Google and Snap have found their knight in shining armor as ad spending craters  CNBC

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Cloud Advertising Market Trends, and Demand Growth 2020-2026| Google Inc., Microsoft Corporation, IBM Corporation, Amazon Web Services  Cole of Duty

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Opportunity for In-Flight Advertising as Third-Party Cookies Are Phased Out, Inadvia Says  APEX Media

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What We Learned About the State of Display Advertising from April Earnings Calls  eMarketer

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Dear Abby: My husband’s bad habit endangers our family — and he thinks it’s funny  The Mercury News

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Fewer advertisers means more bad ads from ad exchanges  Digiday

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Digiday Research: 40% of advertisers won’t advertise near coronavirus-related content  Digiday

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How the world’s biggest advertisers are spending (or not)  Digiday

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From PepsiCo to GM, Big Advertisers Set to Cancel Commitments to TV Networks  The Wall Street Journal

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Performance Marketing Gets A Lift As Advertisers Look For Guarantees 05/13/2020  MediaPost Communications

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News publishers new tactic: Emphasize the good news to lure back coronavirus-weary advertisers  Digiday

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Footage of Minot featured in national advertisement  KX NEWS

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Google's Monetization Policies for Publishers & Advertisers  Search Engine Journal

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Tyson Foods takes out full-page ad: 'The food supply chain is breaking' | TheHill  The Hill

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Advertising adjusts for a new reality: Sweatpants for staying home and toilet paper that cares  The Washington Post

Advertisers are trying to adapt to COVID-19 - Marketplace
Advertisers are trying to adapt to COVID-19  Marketplace

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The Advertising Industry Must Act Now To Help Combat The Coronavirus  Forbes

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Why Audio Ads Should Be a Part of Your Advertising Strategy in 2020  MarTech Series

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Beyond event cancellations, the coronavirus' impact on advertising starts to sink in - Business Insider  Business Insider

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Advertising As We Know It Is Dead  Forbes

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