The Power of Repetition in Marketing – Unveiling the Rule of 7
In the intricate world of marketing, repetition is key! The Rule of 7 stands as a steadfast principle, asserting that customers need to encounter a brand at least seven times before committing to a purchase decision. This concept, rooted in the 1930s when movie studios pioneered the approach, continues to shape the strategies of modern marketers. At Digital Specialized, we emphasize the significance of repetition in our discussions, recognizing its pivotal role in the customer journey from brand visibility to customer commitment.
Historical Origins and Modern Validity:
The roots of the Rule of 7 trace back to the golden age of Hollywood when movie studios recognized the need for repeated exposure to captivate audiences. Fast forward to the present day, and contemporary research shows that the average consumer requires approximately 7-8 ad views for the message to truly resonate. This understanding prompts us to delve into the core principle of repetition and why it’s pivotal in effective marketing.
Competing for Attention:
In a busy marketplace, securing brand acknowledgment is challenging, especially considering that, even in the absence of your advertisements, competitors are vying for the spotlight. Your potential customers are bombarded with stimuli, and in that initial encounter, your message may simply glide over their consciousness. Repetition becomes the antidote, ensuring that your products or service remains a consistent presence, gradually solidifying its place as a viable option in the consumer’s mind.
Renting Your Customers:
Contrary to the notion of ‘buying’ customers, we prefer to envision the relationship as a ‘rental.’ Customers cannot be purchased; instead, their loyalty must be earned through a series of meaningful engagements. This necessitates reaching your customers more than once. Outshine competitors with a strategic cadence of repetition. The adage “out of sight, out of mind” rings true, and the time between viewings must be carefully managed. As you strive to retain their attention, competitors lurk, ready to swoop in and divert it elsewhere. The key is not just grabbing attention but retaining it through a carefully timed pattern of repeated exposure.
Timing is Everything:
Striking the right balance between ad viewings is an art. Too long a gap, and you risk losing your audience to competitors or the daily grind of life. The costs invested in advertising could potentially go down the drain. In the worst-case scenario, your customer forgets their initial ad impression. Subsequent exposures are treated as encountering your campaign for the first time. Strategic advertising requires understanding the delicate dance of reaching customers with precision. It ensures your brand is not only seen but firmly etched in their memory. We employ an algorithm that tailors a custom frequency for your campaign, optimizing visibility without redundancy, making your brand memorable.
In conclusion, the Rule of 7 is not just a numerical guideline; it’s a strategic approach to carving a lasting imprint in the minds of your audience. At Digital Specialized, we recognize that smart advertising is not just about creating a single impactful ad but about orchestrating a symphony of repeated impressions, each contributing to the harmonious resonance that leads to customer loyalty and sustained success.
