"Repetition Gets Results, Repetition Gets Results"
Repetition is the key to making a message stick. How many of us can think back to lessons learned from our mother's growing up and now tell those same lessons to our kids? We remember these lessons not so much for how wise they are but because they were repeated to us over and over again. Frequency and repetition in messages creates Top of Mind Awareness (TOMA). When people want to get away for a few days - what's the first location to pop in to their mind? What location were you thinking about? Ads typically need to be seen five times before they are remembered. If you are trying to figure out a way to spend your marketing dollars, Brooks shares in this lesson "you are far better off running an ad in a single magazine five times (or more) than you are running the same ad once in five different publications." Consistency is also key to effective marketing. He states "while you may see the same photo, the same slogan, the same ad promoting your community time and time again, the customer doesn't see it as often as you do." If there is inconsistency in your message, it's the same in theory to only running the ad once - it won't be remembered. Not sure this lesson is on point. Think about this. What is the first thing that comes to mind for the following communities? - Nashville, Tennessee
- Las Vegas, Nevada
- Salem, Massachusetts
- Orlando, Florida
- Hollywood, California
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