It’s no good putting in lots of time and effort thinking about and planning your Marketing strategy, or spending hours writing a monthly newsletter or editing your website, if no one sees it. This is why reach is so important when thinking about Marketing. Reach is a term often used in advertising, and refers to the potential number of people exposed to your message or see a particular campaign. Without reach, any active Marketing you do is unlikely to be successful.
There are many different ways of ensuring your marketing message reaches the right people. For ease, I have split these into physical and digital marketing:
|Direct Mailing||Social Media|
|‘Outdoor’ Marketing – e.g. A-boards||Emailing Marketing|
Battling the ‘Noise’: Frequency
However, it is not only the way in which you reach people, but how often you do it. Associated with reach, frequency refers to the number of times an individual is touched by your marketing message. There is a lot of brand ‘noise’ in our everyday lives as we are bombarded with advertising. With this in mind, your marketing message must reach people at least 3 times to avoid being part of the ‘noise’, as reach without frequency is likely to give a low ROI.
Marketing Message: Stay Focused
Equally vital is what you are saying and to whom. As explained in our Marketing message blog, you need to make sure you know who your target audience is and that your campaign is tailored to them. Business owners often want to tell everyone everything about their business, which confuses the marketing material you are putting out there. Different campaigns should have different messages for different people. Ultimately, if you reach the right people enough times, but the message is wrong, you won’t achieve the results you want to.
In a nutshell, reach is limited by both frequency and your marketing message, so it is imperative you get them spot on.
To discuss how we can help you reach the right people with the right message, call the Ketchup team on 0330 088 9277, or use our contact form here