Why metrics matter

Reach x Frequency x Message = Results. That equation is the most proven formula for success in advertising. In our last post, we focused on reach (or audience). This post will focus on frequency, or what many marketing professionals consider “metrics.” Frequency is often the hardest part of advertising strategy for business owners to understand and utilize. You know your audience, because it’s your customer base. You know your message, because, well, it’s your business. But do you know the optimal number of times your ad should run before you’re wasting budget? There is a point of diminishing returns in advertising. Running an ad four times during prime time on the same station is not only foolish, it’s a non-efficient use of your marketing budget. The same mantra applies to any medium, whether print, digital or broadcast. When possible, target content that applies to your product/service. Place ads in print issues that have articles pertaining to your brand. On the digital side, this is easy: Google AdWords campaigns are an easy and effective way to behaviorally market your audience. Google and their network partners allow your ads to “Follow” users that search for a keyword you have selected for up to 90 days (or until the user clears their cache). Understanding frequency is difficult, time consuming, and often times the top reason companies hire ad agencies. Trained media buyers are versed in the nuances of placement strategy, plain and simple. As we mentioned in our last post on audience, no part of the equation is more important than the other. Rather, the most successful marketing and advertising campaigns utilize all three parts effectively and concisely. Frequency, however, is often the most difficult part for businesses to master. Sometimes, after all, it’s best to leave it to the professionals.