Repetition works

Who lives in a pineapple under the sea?

Do you know who lives in a pineapple under the sea?

Sponge Bob Square Pants!

Did you also know that in the theme song to that show 66% of the lyrics are simply “Sponge Bob Square Pants”.

There is a great marketing lesson in there - repetition works.

No different than the old marketing adage of the rule of 7 - the concept that it takes an average of seven interactions with your brand before a purchase will take place.

There is nothing magical about the number 7. Whether that is the number of touches you need depends on a ton of factors, including how effective the design or message is but the point is - you need more than 1.

Yet, marketers wonder why some campaigns fail - when they are looking at a singular touch.

- The promo email that didn’t drive results.
- The Facebook campaign that had too high of a CPL in the first week. 

The campaign may have failed because it was a bad campaign - but it also could have failed because you just aren’t giving people enough chances to notice.

The average American is exposed to 4,000-10,000 ads per day. That's nearly double the number of ads the average person saw in 2007 and over five times as many ads as the average person saw in the 1970s.

But you expect people to see your ad or email once and convert?

So before you throw in the towel on a campaign - take a step back and look to see if you are actually giving your marketing enough chances to be successful.

Thanks for reading.

Adam