No point in beating a dead horse? We Disagree.
The Importance of Repetition in Marketing
Ok – so we don’t advocate beating a horse whether it’s dead or alive; however, there is very much a point in repeating the same message over and over again when it comes to marketing and spreading brand awareness.
Have you ever heard of the Marketing Rule of 7? It states a person must see an ad five to seven times to remember it.
I’ll take it one step further – In 1885, Thomas Smith, one of the first pioneers of marketing, said consumers need to see an advertisement about 20 times before they would be compelled to make a purchase. In fact, a recent study released by Mircosoft confirmed that fact, noting that (depending on the person), it takes six to 20 times of repeating a message before you achieve your desired results.
What does this tell us?
- Posting similar information over and over again is necessary. The approach or wording can be slightly different as long as the overall message is the same. Posting of this info can be on your website, social media, or print marketing materials. For instance, if you’re a real estate agent trying to sell a home, it’s okay to use that same home over and over periodically in a Facebook post. You may seem like you’re shoving that information down your audience’s throat, but keep in mind…
- Each potential consumer doesn’t see EVERY post you make, so when you’re getting ready to post the same message for the tenth time, it may have only been the third time one audience member has seen it.
- Your tag line or message has to strike an emotional cord. Like him or hate him, Donald Trump’s slogan “Make America Great Again!” is a perfect example. Whenever you heard that, you either instantly lit up with inspiration or frustration. Here’s a happier example: “The milk chocolate that melts in your mouth, not in your hands.” What favorite candy is that from? (If you don’t know, we can’t be friends anymore…) Just kidding! Of course, it’s the famous M&Ms slogan. And now you’re wanting M&Ms right? (Peanut Butter M&Ms are my favorite!) That’s how marketing works well – repetition and emotional connection.
When you hear a particular phrase or soak in the same information over and over again, it continues to become a part of your automatic mindset, a part of your life, almost like a habit. That’s good branding and marketing, and that is most likely a product of repetition.
Here’s a little quiz. See if you can remember the company that goes along with each of these slogans:
- “Just Do It”
- “I’m Lovin’ It”
- “The Breakfast of Champions”
- “Nothing Runs Like a Deere”
- “Snap! Crackle! Pop!”
Like we said, repetition plus emotional connection equals brand recognition. As a result, brand recognition equals consumer trust, and consumer trust equals conversion.