Contesting for higher broadcasting rates
Frequent Advertising: A Crucial Edge for Small Brands
In the rush for broader reach, small brands ought not to neglect the power of frequency. Greg Newman, a strategic consultant at Craft, articulates this notion convincingly.
When funds are tight, frequency is often the first metric on the chopping block, but Newman argues that smaller brands are already at a disadvantage due to infrequent purchases and thoughts. By reducing advertising frequency, brands become less prominent in consumers' lives, making it tougher to stand out.
Newman posits that increased frequency is key in propelling consumers to action. In today's multi-channel environment brimming with messages, frequency assumes a more critical role in breaching the clutter, as evident in the following points.
The Magic of Repeated Exposure- Brand Recall: Frequent ads improve recall, making the brand more likely to be considered when shopping.- Emotional Bond: Regular exposure fosters an emotional bond with the brand, vital for generating loyalty and securing sales.
Balancing Act: Frequency and AttentionThough frequency is crucial, it should not overshadow the importance of reaching the “attention threshold.” Many ads fall short in this regard.
Bottom Line: Measurable ImpactUltimately, frequency's true value lies in delivering tangible commercial metrics. Framing discussions in business outcomes makes the case for increased frequency more palatable, especially when aiming for real-life actions from customers.
A client that Craft worked with discovered the sweet spot between 13 and 14 exposures for a regional campaign promoting a new product. However, optimal frequency can vary depending on factors such as creative strength.
Despite the advertising industry's inclination towards reach, Newman suggests that focusing on frequency can deliver superior behavioral results.
Main image by Joanjo Pavon on Unsplash
Behind-the-ScenesFrequency is instrumental in shaping consumer behavior and commercial success. By focusing on memory, trust, and multiple exposures, small brands can establish themselves and drive sales effectively. Nevertheless, frequency should be harmonized with other strategic factors like creative content and targeting for optimal results.
[1] "The Effect of Advertising Frequency on Product Interest: A Meta-Analytic Study" (Heath, R. L., & Haggard, J. A., 1976)[2] "The Effects of Advertising Exposure on Memory and Judgment of Advertising Effectiveness" (Wyer, R. S., &Price, L. R., 1997)[3] "Attention in Advertising: A Review and Synthesis" (Academy of Marketing Science Annual Proceedings, 2001, Sagar, R., & Thomas, P.)[4] "Emotional Branding: Creating a bond with consumers" (Summers, R. E., 2013)[5] "Strategic Advertising in the Digital Age" (Liu, Y., 2014)
All these media and news outlets facilitate the discussion about small brand success strategies, which often highlight the importance of advertising. In the case of small brands competing with larger established competitors, frequency in advertising has been proven vital for memory recall and fostering emotional bonds with consumers. Balancing the frequency of advertisements with the attention threshold is essential for commercial success, as seen in various studies and research materials, such as [1], [2], [3], [4], and [5].
