Ad Repetition...

Haven’t I seen you before?

Frequency is important. Aftermarket advertisers with an ad in every issue of a trade journal for a year scored 65% better than advertisers that ran only 1 or 2 times a year in recall tests by Babcox Publications. And running an ad in every issue scored 30% better results than running in half the issues.

So, generally, it’s better to regularly run fractional ads than to run a big two-page spread one time. Why? Repetition aids in recall. And part of branding is repeating your name until becomes synonymous with your product. I prefer Colgate toothpaste because I've used it all my life. There's no other option in my mind.

Also, in our experience, the more often an ad runs the more leads it generates. Of course, there's a saturation point. So, track your results. When direct leads drop, revise your ad. But keep those ads running.

- Phil Sasso