The importance of repetition is often overlooked in marketing and advertising. How, with the thousands of ads each of us is exposed to every day, can I say that? Let me use explain using a simple example or two.
Two friends of mine recently got engaged and are now in the process of shopping for a engagement ring for the lady. In Seattle, there is a multitude of options for where to buy such a ring. How then do you decide where to go? Well, probably you reach back into the recesses of your memory and try and remember a name of two (and why you should go there).
And, thankfully, due to years of incredibly repetitive ads on the radio/tv/print, if you lived in Seattle you would remember several of the following:
E.E. Robbins - "The Engagement Ring Store"
Ben Bridge - "The Diamond People"
The Jewelry Exchange - "Buy Factory Direct And Save"
Kay Jewelers - "Every Kiss Begins With Kay"
Each of these companies have spent $100,000s if not millions of dollars over the years driving their name and slogan into the collective consciousness of Seattle.
Is it annoying? Yes. Do I switch radio stations immediately? Yes. Has it worked? Yes.
All of these companies have phenomenal brand awareness. Some of them have more equity. E.E. Robbins and The Jewelry Exchange have the best value propositions built into their slogans.
The lesson for all of us in marketing is that repetition does work. If you can do it in a less annoying and higher "value add" way (check out some of the online information marketers for examples), you'll be better off but repetition is key.
Repetition is key.
Repetition is key.
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