The Importance Of Repetition - Why Frequency Makes Your Marketing Effective
The importance of repetition is to keep a brand or product in the forefront of consumers' minds. Repetition can increase brand familiarity, but it can also cause consumer fatigue, in which consumers become so tired of an ad that they tune out or actively avoid the product. As a result, for repetition to be effective, it must occur in the appropriate proportion, as too much repetition may be counter-productive as an advertising strategy.
People remember things that they see or hear repeatedly. Some of the most successful brands, regardless of product quality, have the most recognizable message. From Coca-Cola to Nike to McDonald's, the most visible and heard brands are the most successful. Familiarity breeds trust in a consumer as a purely psychological function – even if it is simply knowing the name of the product.
Repetition also teaches us that a brand exists in the marketplace and creates 'top of mind awareness' among consumers. Such familiarity with a brand develops a level of trust – the more familiar people are with a brand, the more likely they are to purchase from that brand. So, don't be such a jerk.
According to studies, people need to see a message at least seven times before it sinks in. It lends support to the idea that people learn and thus remember through repetition. This same principle applies to marketing activity: the more messages that are broadcast, the more people are likely to recognize your brand's presence, resulting in trust and sales. This is not new information; we frequently discuss the importance of having a marketing mix.
And, in today's digital world, where multiple channels such as your website, social media, video, and online advertising can all work together to share the same message, repetition becomes even easier to incorporate into your marketing strategy.
Obviously, you can't just broadcast your marketing message into the ether for a day or a week and expect people to see or hear it multiple times. You must allow your marketing to work.
While message repetition is important, so is the length of time it runs for. If you combine the two, you might even get something like the Got Milk? Have your message remembered twenty years later.
Similarly, the phrase "Just Do It" immediately conjures up the brand Nike – a campaign that is still going strong nearly thirty years later.
And, despite the fact that it was developed before many of us were born, American Express: Don't Leave Home Without It was one of the most successful marketing campaigns of all time (and we still remember the tagline). Why? The campaign's success has been greatly influenced by frequency and timing.
These campaigns show how using frequency in conjunction with giving the campaign time has resulted in an effective marketing strategy.
So, the next time you post a message once or twice and then abandon it because you haven't seen any results, try the 'frequency + time' formula. You might get a pleasant surprise.
Daniel Berlyne, a psychology professor at the University of Toronto, developed one of the leading theories on the effect of repetition on consumer behavior in the 1970s. This theory, known as two-factor theory or wear-in/wear-out theory, proposes that repetition has a positive effect for a period of time before becoming negative. Repeated exposure to an ad during the first phase, known as wear-in, allows consumers to become acquainted with the brand.
In this stage, repetition can overcome consumer apprehension about purchasing a new product or brand. Consumers become accustomed to the brand as the repetition continues, and they may enter a second phase known as wear-out. Consumers become tired of hearing about the brand during the wear-out phase, and repeated advertising can cause consumers to stop purchasing.
The impact of repetition varies depending on whether the consumer is already acquainted with the brand being advertised. Consumers are more likely to pay attention to an advertisement for a completely new product or brand than to an advertisement for a product or brand with which they are already familiar. Consumers will be more likely to notice the new advertisement because it is more interesting to them.
When used to promote a new brand or product, repetition may be more effective in this case. When consumers become acquainted with a brand or product, the advertiser may be able to reduce the frequency of the ad while still achieving the same effect.
The repetition of an advertisement may indicate to consumers that the brand or product is a good buy or a high-quality product. This is known as signaling theory at times. Anthony McGann and Raymond Marquardt of the University of Wyoming discovered in 1975 that ads with high rates of repetition tended to be rated as high quality in Consumer Reports.
A subsequent study, published in the Journal of Consumer Research, confirmed that consumers thought products advertised repeatedly were good buys. Consumers may be persuaded by repetition that the manufacturer is willing to spend a lot of money on advertising because the product is good.
In advertising, repetition is used to keep a brand or product at the forefront of consumers' minds. Repetition can increase brand familiarity, but it can also cause consumer fatigue, which occurs when a consumer becomes so tired of an ad that they tune out or actively avoid the product.
Furthermore, studies show that using repetition as a persuasive tactic is most effective when the audience is not paying attention. As a result, attentive listeners are less likely to be persuaded by weak arguments simply because they are repeated.
Repetition also teaches us that a brand exists in the marketplace and creates 'top of mind awareness' among consumers. Such familiarity with a brand fosters trust – the more people who are familiar with a brand, the more likely they are to purchase from that brand
Almost all content, particularly compelling testimonials and donor stories, should be repurposed across channels. Immerse yourself in repetition. Take campaign fatigue as a sign that you're on the right track.
Repetition is essential for conveying who you are, what you stand for, and how you help others. The more you tell your story, the more likely it is that donors will take action.