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Guerrilla Marketing for Nonprofits Tactic: Use the Power of Repetition to Break-though Media Clutter
By chris | October 16, 2007
Marketing researchers tell us people need to see an advertisement 6-12 times before they notice it. This illustrates why in Guerrilla Marketing frequency in advertising is very important.
The two factors that are measured most in advertising are frequency and reach. You want to reach as many people as you can. But Guerrillas know reaching too wide dilutes your effectiveness. Consider narrowing your reach and increasing the number of times you advertise—increase frequency!
Nonprofit advertisers are sometimes squeamish about using advertising. “We tried advertising and it didn’t work,” they say. The problem usually isn’t that the advertising doesn’t work– it is that the marketers didn’t give it enough time to work. Consider a long-range strategy to advertise more.
For example in print try this: downsize the advertisement you may be considering to make it possible to advertise more often. The quarter page ad looks good for four weeks; but what could you do with a smaller ad run over an entire quarter?
Topics: Guerrilla Marketing for Nonprofits |