In this article, we explore effective low-cost advertising strategies, focusing on the concept of frequency. For a small business like PrescottWeddings.com, consistent visibility is paramount.
Frequency is a cornerstone of successful marketing. Repeated exposure to your brand increases the likelihood of customer engagement and sales. Studies suggest that consumers need to encounter your message multiple times—ranging from 3 to 27 exposures—before taking action. Consistent advertising also solidifies your brand’s presence in the minds of consumers. Think of established brands like Ivory Soap or Campbell’s Soup; their enduring recognition is a result of consistent, repeated advertising over many years.
Frequent advertising also benefits existing customers by reinforcing their purchase decisions. Post-purchase reassurance is crucial, especially for significant investments. Advertising validates their choice and strengthens their connection with your brand. Studies show that car buyers, for instance, pay closer attention to ads for the specific model they purchased, further confirming their satisfaction.
Achieving optimal frequency doesn’t require a massive budget. Here are some tactics, primarily focused on print advertising, to maximize impact:
1. Optimize Ad Size: Reduce costs by using smaller ad formats. Smaller advertisements translate to lower expenses, enabling more frequent placements.
2. Strategic Scheduling: Instead of spacing out ads, concentrate them within a short period. A concentrated campaign creates a stronger impression and makes your advertising seem more consistent. People tend to remember when they DO see your ad, not when they don’t.
3. Leverage Frequency Programs: Take full advantage of any frequency-based discounts or programs offered by publications. Always sign a contract to secure the best possible rates.
PrescottWeddings.com utilized a local newspaper’s “3 For Free” program, where running an ad for three consecutive days resulted in three additional free days. By designing a small, one by two-inch ad and running it six days consecutively, followed by a three-week hiatus, they created the perception of constant advertising. This strategy, costing only around $100 per month, resulted in increased brand awareness, more leads, and even attracted other businesses looking to advertise on PrescottWeddings.com.
Building a brand takes time and consistent effort. By prioritizing frequency and employing cost-effective strategies, businesses can establish a strong market presence and achieve sustainable growth.