Repetition is the key to effective marketing; marketing is driven by repetition.
“HeadOn: apply directly to the forehead! HeadOn: apply directly to the forehead! HeadOn: apply directly to the forehead!”
If you’ve ever seen this commercial, you likely remember it. If you’ve never seen it, consider watching it now. It will stick in your head forever. There’s nothing particularly exciting about this message, nor is it a masterwork of creativity. It’s effective because it’s simple and it’s repeated.
Repetition in marketing is crucial to success. This is true for many reasons; repeating an idea, especially if you repeat it across channels, makes the idea more memorable, more familiar, and more appealing through the mere exposure effect.
Accordingly, you should build your marketing and advertising campaigns with repetition in mind. Take the most important ideas and messages associated with your brand and your campaign, and repeat them so they stick with your audience.
3 Big Caveats
There are three big caveats to this idea, however.
- The repeated ideas need to be strong. Repeating an empty or unappealing message is going to do more harm than good. First and foremost, whatever ideas you repeat need to be strong and targeted to your most important demographics.
- Spamming is always a problem. There is such a thing as repeating a message too much. If you’re constantly spamming your customers with the same types of messages, you’ll end up turning them off. Make sure your iterations are deliberately measured – and get customer feedback to make sure you’re providing ads and messages at balanced intervals.
- Repetition can’t stand by itself. While it’s reasonable to claim that repetition is a prerequisite for a successful marketing campaign, repetition alone isn’t going to make your marketing campaign successful. It needs to be one of several valuable ingredients in your overall marketing strategy.
Coming up with a novel messaging campaign is challenging, and distributing that message can be complicated and expensive. We can help you with all these obstacles and challenges, so contact us for a free consultation today!
