FREQUENCY

FREQUENCY.  I learned a phrase early in my media career that has made THE
difference between success and failure among the clients that I work with.

REPETITION BUILDS REPUTATION.  I heard media sales guru, Dave Gifford, use this phrase and it became the basis for every proposal I have put together ever since.

REPETITION BUILDS REPUTATION.  When you are constructing a media schedule — be it radio, television (broadcast OR cable), internet, even print — it is REPETITION that plays an important part in the success of your schedule.

REETITION BUILDS REPUTATION.  How did YOU learn your ABC’s?  Your Times Table?  You said them over and over and over again.

A successful media schedule (and by “successful” I mean a schedule that has been created with a specific goal in mind and a specific deadline to reach that goal) depends on two things.  One is the message (we’ll get to that in another post) and the other is the schedule.  A schedule that has frequency WILL make the difference.

So what is a good frequency?  There are many ways to achieve FREQUENCY.  When you are limited by budget, use a VERTICAL SCHEDULE.  Choose one day a week and schedule your messages so that the client OWNS THAT DAY.  For
instance, if your client can only afford, say, ten commercials per week, rather than scheduling two commercials per day over five days, create more FREQUENCY by scheduling all ten commercials between 6am-7pm on ONE day.  Put that schedule in place for at least thirteen weeks with a strong message, and it will deliver better results.

When you are lucky enough to have a robust budget, then go for it!  Schedule five to seven message every day – 365 days a year.  Set goals with your client quarterly.  This kind of schedule will require some work on your part.  You will need to keep the message fresh.  You will need to keep the messages on track to meet the goals that you set. You will need to check in
with the client to keep on track.  Just the other day while working with a prospective client, they told me that they hadn’t seen their radio rep in months!  I know that this client has been on that radio station for a number of years (over 10) and has invested a great deal of money over the years.  But the market has changed and their competition has become more aggressive and it’s time for this business to take a close look at their advertising investments.

On a side note, if you have “Annual Clients” on the air, ask yourself when was the last time you spoke with them?  When was the last time you changed their copy?

No matter where your medium stands in the ratings, number 1 or number 7, FREQUENCY is the key to building your clients’ reputations.

Now, go sell something!

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