Time to blow apart some more conventional marketing wisdom. It's a common principle in the marketing world that you need more than one impression to move someone up the ladder from unaware to aware to prospect to customer to evangelist. Many marketers use the figure of seven impressions within 18 months. (Though, as the bombardment of ads increases, many would say that those seven impressions need to be much closer together, or that even seven isn't enough.)
So, in the traditional view, the more you rain down messages upon the head of any particular individual, the more you push that person toward being first a prospect, and then a client. This idea leads to saturation advertising—the sort of thing that Coca-Cola or McDonald's calls a marketing strategy.
But theirs is a strategy that only works if you have essentially unlimited resources. They can afford to throw away millions of dollars in advertising in order to ensure that everyone hears their marketing messages—because some percentage of people actually do respond to the constant bombardment. But as small business owners and managers, we cannot afford to buy that kind of saturation, nor should we want to. It's so much better to figure out who are our real prospects, and talk to them as colleagues in a mutually beneficial partnership.
There is a certain amount of truth in the theory of repetition, but it's only part of the picture.
Under the right conditions, even a single marketing message may ...