Frequency? Reach? Who's gonna win?
So…what do you think?
Is it more effective to reach out and touch 100 potential customers once -or get the message out to 25 potential customers four times?
We’re getting into heady stuff, here: Reach and Frequency are terms generally used when planning ad marketing campaigns. However, the concept of reach and frequency applies to any promotional activity you undertake: direct mail, direct selling, and even networking. You know, the kinds of things I like to do; the ones that don’t take all your money.
Reach is the number of people you touch with your marketing message or the number of people that are exposed to your message.
Frequency is the number of times you touch each person with your message.
In a world where we had all the money we could wish for to spend on advertising, you’d obviously want to maximize both your reach and your frequency. However since -like me -you probably live in the World of Limited Resources, you’ve got to make a decision; sacrifice reach for frequency?
Or vice versa?
Here’s our take on how to solve this problem correctly -meaning “not wasting your money.”
