When I say “ice cream” what three brands come to mind? You’re walking down the frozen section aisle of the grocery store. Ice cream is on the list. Which brand do you buy? You might think that you’ll buy whatever is on sale. Or whatever you have a coupon for. Or whatever your favorite brand is. I almost always buy Breyers, even if it’s not on sale. It’s just the one I like – or is it? Lately, I’ve been seriously considering Ben & Jerry’s. Why? Because I want to try The Tonight Dough™ “caramel & chocolate ice creams with chocolate cookie swirls & gobs of chocolate chip cookie dough & peanut butter cookie dough.” I know! It sounds like mouth-watering madness! Go ahead. Wipe the drool from your mouth and stop teasing your taste buds.
But I digress…the reason I want to try The Tonight Dough™ is because I keep seeing, hearing (and wishing I could be smelling and tasting) all about it. It first came to my attention when it was announced on The Tonight Show with Jimmy Fallon. I then saw it as a sponsored ad on Facebook. I saw it in a print ad in a magazine. The only place I haven’t seen it is in the freezer section of my local grocery store (and I continually check for it!) however I did get a print out of a coupon for Gelato, which I quickly threw away because it wasn’t a coupon for The Tonight Dough™.
What is happening here? Whether it knows it or not, Ben & Jerry’s is really good at using frequency in its marketing strategy. It’s not rocket science, it’s just the best free marketing advice you’ll ever get to reach your customers.
3 times a week, 52 weeks a year
That’s what your business marketing strategy needs to be doing. If you have 3 touch points a week with your customers, every single week out of the year, there will be enough repetition to cement your business in their memory and keep you top of mind above your competitors. It’s the reason I can’t stop thinking about The Tonight Dough™ and probably the reason I bought Breyers up until now.
A 3/52 frequency is important because:
- People will become aware of you
- You will demonstrate to them that you do know what you’re talking about
- They will start believing you and trusting you as a source
As a business, it might be difficult to adopt this mentality and belief because it seems too good to be true. Well, that last bullet is probably the most important, and I can tell you first-hand we practice what we preach at Half a Bubble Out.
I can’t escape from the marketing we do here. Seriously, it follows me everywhere. As soon as I leave work, get into my car, and turn on the radio, I hear a commercial for our client the Arc Store and have a sudden desire to go second hand shopping. When I switch the radio station I hear the same radio spot. When I go home and flip on the TV to catch up on the day’s news or watch a rerun of Modern Family, I see myself in an Arc Store Commercial. When I’m at the gym, at the grocery store, or casually sitting in Starbucks, I get asked if I’m in a commercial (or I just get weird stares). It all gives a whole new meaning to taking work home with me, and it works.
Frequency can give a whole new meaning to your small business marketing strategy. To learn more about the right marketing channels to give your business a 3/52 frequency, contact us at Half a Bubble Out for a free marketing assessment. We’re ready and willing to help!
Since 2002, Half a Bubble Out has been dedicated to providing marketing, advertising and small business consulting that meet the needs of our clients. We specialize in powerfully telling stories through Inbound Marketing to grow your business filled with more passion and provision. Based in Chico California, we serve clients throughout Northern California and across the country to New York.