( a 30 second read that could make a difference)
Reach or Frequency
Have you ever asked yourself the question…………which is more important to this campaign? Reach or frequency?
Unlike the chicken or the egg this question does have a relatively easy answer.
Firstly you need to identify if your campaign objective is to
- Grow brand/product or service awareness or
- Create a response through call to action messaging.
If you decide to assume an awareness approach then reach would be the priority. The more people that your ad touches, the more people that become aware of your message and ideally your brand/product or service.
On the other hand if you decide to run a campaign with an immediate return on investment, then frequency will be the priority, as you will need to convince people to act on your call to action. To increase frequency quickly drop your reach. A smaller group is easier to reach more often, particularly if you maintain the sessions they gather in.
Behavioural influence has been noted at frequencies between 3-4. Variations often occur due to factors such as value, availability, relevance, etc.
Get in touch with us if you’d like to discuss further at info@connectionstrategies.com.au
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