15th Aug2017

Mastering the Art of Repetition

by Orbit

Repetition has found extensive usage in advertising as a perfect tool for enhancing the identity of a product or brand in the minds of the consumer. It is also a powerful means for creating brand familiarity. At the same time, it may be responsible for customer fatigue as well. Consumers may be so sick of a certain ad that they may tune the same out. Sometimes, they go the extent of avoiding the product actively.

Hence, to ensure that its effectiveness is not lost, it is a prerequisite to use repetition in the right measure as too much of it can lead to adverse effects in a certain advertising strategy. With the reuse of certain images like the logo, advertisers will be successful in the creation of familiarity with brand or product.

Repetition has gained high prominence in the domain of visual advertising as it is an effective means to make potential customers aware of the existence of the brand. To ensure that it is highly effective, it is necessary to plan repetition in a careful manner and deliver the same in limited dosage. Discover the right time for striking the emotional bond with your customers.

So, how this can be beneficial for your marketing campaign?

Wondering what repetition means for your campaign. Have a look at the below mentioned questions and answers to check out how the campaigns are measured in terms of repetition:

How often should you repeat yourself

The more your potential audience sees your product, the more they will get to know you and the more they will rely on you. Giving messages related to your brand at regular intervals is a great way to achieve the same. For instance, you can provide pamphlet insert to voters in advance of Election Day. Go for the next scheduling as the election comes closer. Send the final flyer a few days prior to the election day. It is vital to stick to one specific message and repeat the same constantly to fetch a significant impact.

What should be the repetition frequency

There is just a thin line amidst too little and too much repetition. Take your time and opt for the right frequency that can do wonders to your campaign. You are going to get the best out of repetition as it is spread over the time. This results in the creation of greater familiarity with a message and personalized brand. Thus, voters are going to remember you on the Election day. On the other hand, excessive repetition within a small time duration may encounter reverse effects. Pounding people every now and then will annoy them to the core and they will end up voting for some one else.

Are you giving them sufficient breathing time?

A week is a long time in politics. However, coming to the campaign of pamphlet distribution, a week may be all the time you require for making an influence. The trick lies in leaving the right amount of breathing time between inserting of a pamphlet for gaining exposure without agitating the prospective consumers.

Are you using ample variety?

In repetition, variety plays an integral role just like the frequency of message. In lieu of relying on a singular vehicle for the promotion of your campaign, look for other alternatives for getting the messages across. You will find a better response from the audience to the same message as you promote it in a wide array of means via difference media. Use a combination of social media, direct mail, email newsletters, PR and even face to face meetings for sending the message to the mass.

Once and for all, make sure to focus on the demands of your prospective customers

No matter how hard you try, it is next to impossible to be everything a person needs. Hence, it is indispensable to identify the requirements of potential customers and make use of each of the campaign elements for concentrating on them sharply. Find out which customers are going to make a significant difference in the campaign. Utilize pamphlet insertion to ensure that you are worth the vote. The more decisive you are going to be with your prospective customers, the more successful you will be in reaching them.


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