The video below was produced with a Direct Mail Advertising Campaign in mind, however balancing reach and frequency can also determine the success of a Door Hanger Distribution Campaign.
The video is only about a minute – so why not watch it now?
Hi. I'm Jim from Printlabelandmail.com where we take a five-step, intelligent approach to direct mail advertising to get better results for our clients.
Now, the second step of our approach is reach and frequency. Simply put, reach is the number of prospects exposed to an ad, and frequency is the number of times an ad is exposed to a prospect.
So which you think is more important, reach or frequency? For the same budget, is it better to mail 5,000 prospects one time or 1,000 prospects five times?
Consider this. Have you ever established a good friendship with someone you met only once? Probably not.
Here's another analogy. Let's say you're given 100 seeds and enough water to water each seed one time. Would you plant all 100 seeds and water them just once? Or would you be more successful planting 25 seeds and using all the water to water those 25 seeds?
It's pretty obvious. Most direct mail advertising campaigns need frequency to succeed. And to schedule frequency, you're going to need an advertising budget, even if it's a modest one.
So set a budget, and then stick with it. Be patient. Maintain frequency, and gradually expand your reach. That's the way to grow your business. Think about.