Reach, Frequency & Consistency

James Glover - September 23, 2013

Smart Monday/Promotion

Once a Day Marketing™ featured video blog: Brand Building: Reach, Frequency and Consistency

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™.  Today is Smart Monday and we are looking at three key concepts to understand when building your brand.

When planning how to deliver your compelling marketing message to potential customers, it is essential to consider reach, frequency and consistency.

Reach is the population of potential audience that will be exposed to your message.

Frequency is how often you share your message with the target audience.

Consistency is sharing the same message over and over so that it will stick in the minds of your customers.

Reach, frequency and consistency are critical concepts.  You should be selective in advertising because you don’t have to reach everyone with your messaging, not everybody is your potential customer.  Once you have identified the target audience it’s important to determine how your message will be distributed to those potential customers in your market area.

When determining frequency, ensure that you share the message enough so it will resonate with your potential customers and your brand becomes top of mind when they are thinking of buying the kind of products or services you offer.

Have you heard the slogan “You’re in Good Hands with Allstate”?  This insurance company has been using this message for a very long time; it is relevant and maintains mindshare with customers when they are looking for insurance.  Evaluate your advertising and identify how you can accomplish the same consistency when you are sharing your compelling marketing message.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers.  Visit our website at  Contact James Glover at (505) 501-1330 or email  Listen to Ask Those Branding Guys™ every Monday at noon (MDT) streaming live on KVSF 101.5 FM.

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