I knew my mother was mad at me. Her Irish eyes flash. Then comes the phrase that I hate. “How many times have I told you….” Insert the appropriate completing phrase.
You can choose from several. Not to throw dirty socks around the room. Not to throw food at my sister. Not to eat sweets before dinner. Any parent will know, to get a response from your children you have to repeat and repeat the message.
David “Giff” Gifford, a US Radio Sales Guru tells clients, “What you say times how many times you say it is the only thing that works in advertising today! Repetition builds reputation!” It’s true! And one of the great benefits of spot advertising is that you can deliver the same message over and over again. You can run the same creative across multiple stations. You know that the same message is being heard several times by the average listener. In the USA someone came up with a figure, the average number of times the average listener would have to hear a message before they respond to it. It was 3.42 times. Of course there is no “magic” number. It then depends on your message. If there is no reason to purchase, you may hear the message 250 times before you act on it. If it’s an amazing, never to be repeated offer, you may see a huge response after just a few spots have aired. The secret it to be on the radio all the time. You could start your campaign with a heavy schedule, then after a few weeks reduce the spots to a fairly light weight campaign. When you have something new to offer, or a special event or sale, go back to the heavy weight schedule. You can also use a combination of longer creative treatments and shorter reminder commercials. Ask your radio sales person about the different options.
And a note to my mother, I would have stopped throwing my dirty socks around the bedroom years ago, if you’d given me a really good reason not to!.