Marketing Rule of 27: A Must For Success

- October 23, 2012

Strategic Tuesday/Process

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™. Today is Strategic Tuesday and we’re going to look at a fascinating study conducted about 10 years ago on the marketing Rule of 27.

Have you ever wondered how much advertisement you have to place before there are enough impressions absorbed by your potential customers to make your brand finally stick? Well that is what the marketing Rule of 27 is all about.

The study found to gain just one good impression in the mind of your customer you have to place an ad three different times.

Another part of the study that was really interesting indicated that to be able to really lock the brand into the mind of your customer, they have to receive that good impression nine times. When you do the math, nine times three equals 27 and that is where the name marketing Rule of 27 comes from.

What this means to you from an advertising perspective is that you have to ensure your message is generated 27 times so it will resonate with your potential customers. Review your marketing landscape and identify the opportunities you have and determine the reach and frequency you will obtain with those scare marketing dollars. Develop a plan that will allow your brand to sink into the minds of your potential customers.

There really is no one hit wonder; this is an ongoing, consistent process of reach and frequency over a period of time.

That concludes Strategic Tuesday. Join us tomorrow for Action Wednesday. To discuss an online or onsite service engagement and enhance the marketing and branding for your organization, contact James Glover: (505) 501-1330 or I’m Jim Glover, That Branding Guy, for Once a Day Marketing™ and we’ll see you next time.

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