Do you remember the first time you placed an ad in a magazine? Chances are, you looked through the selection of industry specific magazines, obtained their media kits and picked the one you are going to advertise in. Now, you didn't want to throw your entire budget into a years worth of advertising in the same magazine without testing it first, so you chose to include only 1 or 2 issues worth in your chosen magazine.
You sat patiently by, until each issue came out. You then waited for the customers to flood in. And I am sure that you generated a few new leads from that ad. But what was the quality of those leads? Do they still shop with you? or have they moved on?
I would wager, that they have now moved on, you stopped advertising in that magazine because the cost was higher than the return you got back. You chalked it up to a lousy magazine, with lousy distribution, and you moved on to another one.
This is a common occurrence. The fear of wasted advertising money for a lousy return on investment is too great to risk trying it again. Or is it?
The frequency of advertising plays a part in the quality of the leads that are generated from it.
For example, I used to work as an administrator in an Automotive Workshop specializing in Buses, Caravans and Motorhomes, this workshop had a loyal customer base and was reliant on repeat business, however in order to grow, they needed to increase the customer base to build more, loyal customers. I was given a $1000 budget over 3 months to try to advertise. I deduced that a specialty magazine, a by subscription only caravan and motorhome magazine, was the best market place to build the new customer base.
The advertisement ran for 3 months. An each month there was a doubled increase in the clients that came in for each month the ad ran. For example, 1 new customer the first month, 2 the second and 4 the third. This totaled more than $4000 in revenue for those 3 months. However at the end of the advertising, I was not given another budget. So the advertising stopped, and those 7 new customers never came back. The goal was to build more loyal customers, it failed.
Since then, I have tried this in other industries, in many varying ways and achieved the same results. The difference however, was the persistence of the ads. As the ads kept running the clients kept returning, this in turn created loyalty in those customers.
The point is, advertising frequency is just as important as the location the ad is shown. If the goal is to generate returning clients and build loyalty, a single ad generating a single client is unlikely to achieve this. However when the ad runs for a longer period of time, that one new customer is much more likely to return again and again, after all, the ad worked to get them in the door in the first place.
Keeping yourself in the eye of even your most loyal customers is the best way to ensure that relationship continues.
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