IMAGE: Getty ImagesIf you ask an advertising guru what it takes to inform consumers and ultimately move them to action, they’ll instantly spout out their golden formula: Reach + Frequency.
This marketing truism has been captivating customers since the days of Henry Ford, and has carried its weight through every technology advance, product launch and celebrity endorsement over the last 100 years.
Decoding this recipe, Reach refers to reaching the right audience with the right message at the right time. This is how most people think of marketing. But equally important is Frequency, the lesser-known but critically important ingredient. If you saw the classic “teach the world to sing” ad from Coca-Cola only once, it might beckon a smile but you’d never remember the words 40 years later. The indelible message became part of our collective psyche due to its frequency…
