How much marketing communication is enough?

We all agree that marketing communication is a good thing if you want to sell something. Right?

Once that’s agreed, one of the next decisions marketers face is: how often do I need to communicate?
There’s no pat answer, but a lesson in human learning might help.

Did you know we (people, that is) forget about 90% of the information we’re exposed to? Repetition is critical because the more times a prospect is exposed to a message, the more likely he or she is to remember it.

In the communications business this repetition is known as frequency. The rule of thumb is that an individual needs to see to a message a minimum of three times for it to sink in.  And remember, that’s the MINIMUM.
More is better.
 
It’s important to note that the three times rule refers to a messages actually being noticed.  In the cluttered media environment of today, that can mean frequencies of nine or more times.

To put it plainly, don’t run one ad or send a single mailer and then curse your lack of results. Even if the message and audience are right, you probably need to repeat yourself a few times for best results.

Using a variety of communications methods in combination can make increased repetition more affordable.  So mix it up by putting together public relations, direct marketing, web strategies, advertising and events.  These can all work together to good effect.