Business owners have a myriad of decisions to make when it comes to marketing their product or service. One question many ask is “how much media do I have to buy for my message to be heard and acted upon”? Answering this question can be somewhat tricky in that it’s definitely not a one size fits all. It is, however, a critical component to a successful marketing and media plan.

Objectively Examine Your Business
To properly address this question, you must develop the platform for your media assumptions by answering the following questions as honestly and informatively as possible. If you don’t know the answer to a question or feel you can’t be objective, research it and/or ask someone who you think might know the answer.

1.) Who is your target?
2.) Do you have a high visibility/traffic location?
3.) Do you have a compelling product or service?
4.) Is your advertising message persuasive and is it easy to remember?
5.) Do you have high or low competition in your immediate trading area?
6.) Is your product or service industry a high interest one or low interest?

Rule of Thumb
A good rule of thumb from which to start your analysis is that “typically” a prospect needs to see a message a minimum of 3 times (frequency) within a reasonable timeframe to be inspired to act. From here, let the answers to the questions above determine if frequency should be increased or kept at the 3x minimum rule of thumb.

Adjust Accordingly
For instance, identifying your target can determine whether your prospects are high or low users of media. In general, elderly targets are low consumers of media; however, they are one of the highest readers of newspaper. Consequently with a strong newspaper vehicle in a market, you may be able to stick with the 3 frequency level in communicating with this demographic. In a market with a weak newspaper option, you may have to go to a higher frequency in newspaper or consider using another medium at a higher frequency to reach your target.

Your answers to the remaining questions can have a big impact on required media as well. High visibility and trafficked locations with easy access will help to keep required media frequency levels low. Conversely, businesses that operate in a competitive marketplace, or in a low interest category, like banking for instance, will definitely need to increase the frequency of their messaging to be heard. Finally your product’s appeal and advertising message will have a tremendous impact on the effectiveness of your campaign and the required media frequency level.

Vanity Phone Numbers Can Help
One easy way to stand out from the competition, increase the impact of advertising and make your message more memorable is by incorporating a vanity phone number as part of your advertising. Since consumers generally find it 14 times easier to remember a toll free vanity number and actually prefer doing business with companies that employ vanity numbers in their marketing efforts, your media’s effectiveness could be maximized at lower frequency levels than might otherwise be required.

Frequency & Number of Ads
Please note that a 3time frequency doesn’t necessarily translate to 3 ads, especially when buying electronic media. In order to design your media schedule around a particular frequency goal, 3x, 4x against reaching 40% to 60% of your demographic target, ask your sales representatives to employ research/scheduling tools, which most major market media outlets have in-house, to develop a recommended schedule. Remember to ask a lot of questions and always get more than one opinion.