It’s natural to want your business to feel innovative and fresh – and this goes for your marketing as well.
Nobody wants their message to become stale, but when it comes to your marketing efforts and, more specifically, the effect of your marketing on your intended audience, repetition may actually be your friend.
The tale of Henry Ford’s CMO
An example of this thinking can be found in the story (of unknown authenticity) of Henry Ford and his Chief Marketing Officer (CMO) at Ford Motor Company.
As the story goes, Henry Ford was sick of seeing the same advertising campaign every day as he walked to his office, and told his CMO to stop running it. However, Ford’s CMO told him that the company hadn’t even started running the campaign to the public yet.
The moral of story is that we often grow tired of our own advertising before our intended audience have even seen it for themselves. In the case of companies smaller than Ford, audiences may not even know who you are at all – so how can they grow sick of your ads?
Repetition in your marketing efforts actually has more benefits than drawbacks. We’ve listed a few of these below:
Repetition = learning
Do you want your audience to remember the messaging of your ads? Chances are that yes, you do. However, you can’t really expect them to remember something if you don’t reinforce it to them, especially if it’s not something they’re actively looking to discover.
Once you know what you want your audience to remember from your marketing, don’t be afraid to repeat it to them – if what you’re offering will benefit them, they need to know.
One encounter won’t bring action
Do you expect your audience to invest in your product or service after seeing your advert once? If you do, then… you shouldn’t. For the most part, consumers don’t act that quickly – factors like hesitation and procrastination are always likely to prevent somebody making a purchase right away.
If you reinforce your message, however, and keep yourselves in their heads, your chances of success can go up drastically.
Repetition can be varied
While this might sound like, and technically is, an oxymoron, it rings true in advertising.
Remember those McDonalds adverts, where somebody walks into a random situation and says “Just picked up a Mayo Chicken for 99p”?
The messaging was the same every time, in that you could pick up a burger for 99p – but what kept the adverts, and the messaging, fresh was the variety.
Our marketing experts at Engage Web know a thing or two about helping your business market effectively to your audience. To benefit from our expertise yourself, reach out to our team today.
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