The Repetition Principle: Why it is Important for Advertising Success
If you’ve ever struggled to remember someone’s name at a party, you know how important repetition is to recall information. The same goes for repetition in advertising. Research proves that repetition plays a role in making messages more effective. The frequency of messaging goes a long way in ensuring people remember your brand. This article explores why the repetition principle is crucial for advertising success.
The Power of the Repetition Principle
Great advertising campaigns are both a science and an art. They start with great ideas and compelling content, but that is just a small bit of the equation. Uncovering why a consumer chooses your business over your competitors is equally crucial. To unravel the mystery, you can go through the painful process of understanding psychology or use the repetition principle.
Repetition isn’t rocket science, but it forms a critical aspect of successful advertising. Your brand’s marketing content is part of an educational process where the buyer learns about the needs and potential solutions. Since repetition is key to learning, it’s also essential to advertising. It helps to keep your brand or product at the forefront of your consumers’ minds, establishing credibility and brand familiarity.
Thomas Smith, in his book, “Successful Advertising,” observes that:
- The first time people look at an advert, they don’t see it.
- They don’t notice it the 2nd time
- They become aware of it for the 3rd time.
- By the 20th time, they buy the product or service to see what it has to offer.
While this is a witty insight penned more than 100 years ago, it shows that savvy marketers figured out a long time ago that “more frequency equals more effectiveness.”
While there isn’t a correct answer to the number of times you need to run an ad to see effective results, the general agreement is that messages are more effective when repeated.
Importance of Repetition in Advertising
Some studies suggest that people perceive repeated statements as more truthful than statements made less frequently. The assumption is that repetition breeds familiarity, and familiarity builds trust. Similarly, exposure to an opinion makes people believe more in it, even if it’s from a single source. Here are other reasons why the repetition principle is crucial in marketing:
An action rarely happens on the first encounter.
Humans are busy and tend to put things off. Think of what happens when you have a large pile of laundry to iron. The chances are that you postpone the task until you’ve built up your irritation factor to a level that causes you to take the appropriate action- ironing. The same happens in buying decisions too. Your audience needs constant reminders to make them take the desired action.
Great content never grows old.
Your marketing content should have a cornerstone with the potential to put down roots. These will form the foundation of the message you’re trying to pass to your audience. Invest time in creating something of value that doesn’t necessarily lose relevance. It’ll become an integral part of your marketing campaigns. It also helps to invest in timely content like tips on emerging or trending technology, a comment on a news story, or a briefing on an industry trend.
Repetition builds trust.
Repetition in marketing helps you build trust with your audience. Consumers need to develop confidence in a brand before they can even consider spending their money on that business.
Allows you to freshen up content.
Your audience will enjoy your content more when you shine fresh light on an old idea. Instead of brainstorming new ideas to entice buyers, consider adding variety to the ideas you already have. This means repeating topics and themes in a more creative way to drive the bottom line home.
Your marketing content is fresh to each person who experiences it for the first time.
Your marketing message is a new experience for every person that sees it for the first time. This means you must keep the momentum of advertising. If you stop advertising your products because you think your audience expects something new, you’re likely to lose many potential buyers. Maintain your message and brand and repeat it for effectiveness.
Reshaping Your Advertising Strategy
It’s essential to create a marketing strategy that works. The following effective techniques will help keep your brand and message top-of-mind, boost your sales and your market share:
1. Send out fewer messages more often.
Limiting the number of messages you try to communicate is essential. For repetition to foster awareness and trust, shorter messages communicated more frequently are better than a long list of messages.
2. Personalize your content.
Don’t fall for the temptation to use a one-size-fits-all approach in your promotion strategy. If you want to win the hearts of your consumers, it’s vital to personalize promotions and avail them in real-time. One of the best ways to personalize content is to hyper-segment your audience for a more focused content marketing strategy.
3. Use multiple channels
Your target market is everywhere, both online and offline. Your business must be in these places to reach this potential market. An excellent marketing campaign utilizes various marketing mediums, including email campaigns, TV ads, local print ads, social media, display ads, as well as organic search. Don’t forget to leverage the power that lies in retargeting, which delivers your ads to consumers on other sites they visit.
4. Track what works.
Without tracking the results your marketing content yields, there’s no way of knowing what you need to fix. If you want to lead the pack in digital marketing, ensure you provide your customers with context at every step of the journey. This is where data counts.
The next time you advertise a product or service and don’t see results, you may want to give the repetition principle some thought. With the right digital marketing technology and marketing expertise, you’ll be pleasantly surprised at the results you get. Contact us at AdCritter for more help on effective advertising.
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