Reach and Frequency

It is a marketing strategy that basically weighs the elements of brand message frequency against estimated consumer reach. The goal of any marketing or advertising plan is to influence human behavior in a way that will include the perception of a brand, an idea, or issue that will entice or motivate them to act. For example, a large beverage company may create a campaign that includes their product or products as an integral part of a popular event and their part in making the experience better. This motivates consumers who are likely to attend these kinds of events to include purchasing and consuming the beverage during said event.

Once those images are created in still or video forms, the next goal is to reach as many people as possible with this message. Repetition is the key but there can be a saturation point that can have the opposite of the desired effect. Therefore, the frequency in which this message is broadcast is also an important element of brand messaging.

Each company or organization has to determine the timing and where messages will receive maximum reach. These messages can be part of an email marketing campaign, radio or television ads, billboards, and in printed publications, as well as, a combination of two or all of the above.

What all marketing professionals know is that consumers are exposed to countless advertising messages on a daily basis and once a brand stops or slows their media marketing campaign then their messages are likely to be forgotten. This is the prime reason that continuous and balanced frequency is the holy grail, if you will, of successful marketing strategies.