Repetition is the key …
An unexpected run of eye operations has led to some enforced and unwelcome time away from my desk.
And whilst Audible is my trusted companion of choice during any down-time, the telly has provided some light relief – especially when concentration levels fall to the level of a 5-year-old who’s just gorged on a ton of blue smarties.
My preferred choice is to record any programmes which take my fancy which means that I can quickly skip over any ad breaks which suits me fine – but on a few of my enforced layups I’ve had to endure the ads too.
What’s really interesting is that you don’t have to watch for very long to see who the clever strategists are.
Whilst many adverts repeat at some stage over a period of hours the super-smart businesses are those who repeat in the same ad break.
No, they don’t repeat the ad in its entirety, but they do run a very brief rehash at the end of the break just to reinforce their message.
So, the big takeaway for us?
Repeating our message is key to gaining traction and catching those who might have missed you the first time around.
Next time you’re planning a leaflet drop or mailer campaign instead of sending 5,000 in one mass drop try sending 1,000 pieces out five times to the same carefully targeted contacts.
Sure, there’s a bit of a discussion on strategy to be had before you press the campaign launch button, but the results may just surprise you.
Food for thought, perhaps, this week?
But for now, …