At Printz we work with lots of Twin Cities customers in the direct mail business and a question we get asked often is…“What works better? Reaching 100 customers one time, or reaching 25 customers four times? Your expenses are nearly identical for both campaigns, but the results aren't.
Reach is the number of people you touch with your marketing message or the number of people that are exposed to your message. Frequency is the number of times you touch each person with your message. If you have unlimited resources you would maximize both reach and frequency. But, since most of us live in the world of limited resources we must often make decisions to sacrifice reach for frequency or vice versa.
When faced with decisions of reach vs. frequency remember this rule of thumb:
Reach without Frequency = Wasted Money.
Marketing is the process of building a business relationship with potential customers. Have you ever created a lifelong customer after only interacting with them once? Probably not. Business relationships grow as a result of frequent contact over time.
Seth Godin in his book Permission Marketing uses an analogy of seeds and water to demonstrate the importance of assuring adequate frequency in your promotional campaigns. If you were given 100 seeds with enough water to water each seed once would you plant all 100 seeds and water each one once or would you be more successful if you planted 25 seeds and used all of the water on those 25 seeds?
While conceptually we understand the importance of frequency to successful promotional campaigns, somehow when it comes to actually implementing the campaign, we opt to sacrifice frequency for reach. Undoubtedly one of the biggest wastes of marketing dollars is promotional activities that are implemented without adequate frequency.
When faced with the decision of mailing one direct mail piece to 5000 people or mailing to 1250 people four times think about the fate of those 100 seeds you can water only once. The smart money is to bet on frequency every time... At Printz we have multiple direct mail programs that will help you increase your frequency and lower your cost per piece. We also offer a print and inventory program for clients that are planning multiple mailings.
Let us know how we can help you and visit the specials are of our website if you have any brochure printing needs as we are currently offering a 2-4-1 special when you purchase 2500 brochures.
Specials:
Save 50$ on your next printing or mailing project of 500 pieces or more
Promo Code: Save20
Expires August 31, 2012. Limit 1 use per customer.
Get 2500 tri-fold brochures FREE.
Buy 2500 8.5 x 11 tri-fold brochures and get an additional 2500 free.
Promo Code 2500FREE
Expires August 31, 2012
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