I’m taking the Dave Ramsey class to learn how to manage money before entering the adult world. Surprisingly enough, in his lecture Let The Buyer Beware, Ramsey incorporated the power of marketing into the mix in a way that challenged and fascinated me.
Ramsey started by asking the audience if they were familiar with the show Beverly Hillbillies (personally I had no idea what he was talking about, oops). The entire audience raised their hands yes, confused as to why he was asking such a random question. He then asked them if they were familiar with the theme song of the show. The audience again raised their hands saying yes.
Ramsey prompted the audience to sing the theme song. Every single audience member sang it in unison. The sitcom’s last airing was in 1971, and some of the audience members singing along to the theme song hadn’t even been born yet. They still sang along. Why? Because of the power of repetition.
I’ve had trouble accepting the fact that repetition is a huge factor in the brand awareness stage. I’ve seen campaigns filled with repetition that end up taking two steps backward from overkill, but I’ve also seen campaigns that were highly effective. Which is why I’m glad Seth Godin gave me a new perspective. In his blog Frequency, repetition, and the power of saying it more than once he states:
“Listeners go from awareness of the message to understanding to trust. Yes, the step after that is annoyance, which is the risk the marketer always faces. Delivering your message in different ways, over time, not only increases retention and impact, but it gives you the chance to describe what you’re doing from several angles.”
You can find the rest of Seth’s blog here. I highly recommend this quick read.
That’s when it clicked for me. You have to deliver your message in different ways, while using the same overall campaign. Building the repetition of your brand slogan while giving your messages a new depth with every release. It’s about getting that “RED ROBIN, YUM!” or “All State, Are You In Good Hands?” repetition with an actual offer attached. It’s about being remembered, while delivering relevant content.
That’s where the challenge begins. It’s easier said than done, but that is why the successful marketers stand out.
Frequency of a message is important, plain and simple. How you utilize the repetition of your content, however, will determine whether your target audience will be singing in unison at the top of their lungs to your theme song someday.