What is Frequency in Marketing Campaigns?

When it comes to Marketing Campaigns is it Better to Prioritize Frequency instead of Reach? Let’s Find out.

There’s so much that goes into conducting an effective marketing campaign that it’s easy to lose sight of the most important metrics involved. Some of the most common include frequency and reach. But is one worth prioritizing over the other? Among the biggest misconceptions when it comes to marketing campaigns, is that an increased reach will lead to better results. Is that true though? Let’s find out below.

Why is Frequency Important in Marketing Campaigns?

Frequency is vital in marketing campaigns because it helps reinforce to your audience who you are and what you do. Everything when it comes to your campaign could be perfect. But if the audience only sees it once or twice, you can bet your bottom dollar that they’ll forget about it and jump right onto Google, or another search engine to find what they’re looking for. By prioritizing frequency within your marketing campaigns, you can establish better brand recognition among your target audience.

Without an emphasis on frequency, all of the time you’ve spent crafting the perfect postcard or promotion could go to waste. You can’t expect your target audience to see your message, no matter how great it is, just once and expect it to stick with them. The most effective marketing campaigns provide audiences with effective, relevant messaging over and over again. That way once they’re ready to make a buying decision, your name and services are at the top of their minds.

Is Frequency More Important than Reach?

While frequency refers to how often audiences are exposed to your message, reach relates to how broadly it’s received. Taking that into consideration, frequency should be more of a priority than reach for numerous reasons. First, prioritizing reach may get your message in front of more eyes initially, but you won’t capitalize from that unless you continue marketing to them, which could get expensive. It’s also important to remember that when most people prioritize reach, it’s because they want to get their message in front of as many eyes as possible.

If that’s all you hope to accomplish with your marketing campaign that’s okay. But if you’re hoping to build deeper relationships with your audience after they receive your message, like getting them to book appointments, or make purchases, prioritizing frequency is a must. That’s because reinforcing your messaging is essential in being able to fully capitalize on your efforts.

frequency in marketing

How Do You Benefit From Prioritizing Frequency in Marketing Campaigns?

If you’re unsure of how you gain from providing the same audience of 10,000 with the same message 2 or 3 times over the course of a month is more beneficial than reaching a broader audience of say, 20,000 people, don’t worry. Some examples of how you can benefit from providing the same message to a smaller audience include:

  • Let’s say for instance that you prioritize frequency over reach during your postcard marketing campaign for an HVAC company. Doing so allows you to develop brand recognition with your community during the months of March and April. That means when air conditioners break down in June and July, people will call you first. This allows you to beat competitors who rely on Google to the punch.
  • Imagine that you’re a realtor trying to get established in a new community. Making frequency a priority of your campaigns allows you to build familiarity there. That way your services come to mind whenever longtime residents in that community make the choice to sell.
  • Pretend that you’re tasked with increasing enrollment for a gym or fitness center. Prioritizing frequency over reach within marketing campaigns could be essential in helping you increase membership because you never know when people have expiring gym memberships, or are on the search for their first one. Additionally, providing multiple messages with invitations to join could work simply because potential members may have missed the first or second one.

As you can see, there are many reasons why marketers benefit from making frequency a focal point of campaigns. Even though it’s understandable to see the appeal behind focusing on reach, getting the results you want from your campaigns will take time. By constructing a strategy for your campaign that prioritizes frequency over reach, you can increase the likelihood of getting the results you want from your marketing campaign. If you’re unsure of what goes into developing a cadence that works for your marketing campaign, that’s where the experts at GrowMail enter the picture.

Start Your Next Marketing Campaign With GrowMail Today!

Now that you understand what frequency in marketing campaigns is, and why you should prioritize it ahead of reach. So are you ready to begin putting your new knowledge to the test? If so, you can get your next direct mail campaign off the ground with help from GrowMail today! Our marketing consultants have 20 years of experience helping marketers get results with our full suite of marketing solutions. If you’re ready to begin getting better results from your marketing efforts, book an appointment with a GrowMail marketing consultant.

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