Reach vs. Frequency: Is it better to reach 25 People Four Times or 100 People Once
Reach and frequency are terms generally used when planning advertising campaigns.
However, the concept of reach and frequency applies to any promotional activity you undertake:
direct mail, direct selling, and even networking.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.
In a world of unlimited resources you would obviously maximize both reach and frequency.
However, since most of us live in the world of limited resources we must often make decisions to sacrifice reach for frequency or vice versa.For example, an air conditioning repair service who has decided to do a direct mail piece has to decide whether to mail the entire Dallas/Fort Worth Metroplex once or to mail a quarter of the Metroplex four times.
An attorney who receives many of her clients through networking may have to decide whether to attend one weekly networking meeting or four different monthly meetings.When faced with decisions of reach vs. frequency remember this rule of thumb:Reach without Frequency = Wasted MoneyMarketing is the process of building a business relationship with potential customers. Have you ever established a lifelong friendship with someone you had contact with only once?
Probably not.
Generally friendships (and all relationships for that matter) grow as a result of frequent contact over time.
Even when the potential to form a great friendship is there at the first encounter, it is unlikely it will grow without nurturing.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 intuitively and even conceptually we understand the importance of frequency to successful promotional and sales campaigns, somehow when it comes to actually implementing the campaign, we opt to sacrifice frequency for reach.
And then we complain about the ineffectiveness of our promotional efforts.
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 10,000 people or mailing to 2,500 people four times think about the fate of those 100 seeds you can water only once.
Unless you have water rights and can obtain additional water, opt for less reach and more frequency..
For more information or to sign up for our free marketing tips e-newsletter go to www.strategies-by-design.com or call 972-701-9311© 2003 Strategies-by-DESIGN.
May be reprinted with credits and contact information.jchance@strategies-by-design.com
Seeds and more Seeds...What your Garden Needs
Seeds are the most important ingredient in all gardening. Without quality seeds it would be impossible to have a beautiful garden. True seeds vary in size from the dust-like seeds of some orchids to the large seed contained in the coconut. The period of dormancy undergone by many seeds before germination also varies. The seeds may lie dormant for a short period of time before you see growth sprouting above the soil, or they may be dormant for a long time.
For some seeds a long dormancy is a result of the extremely hard outer coating of the seeds. Flower seeds, vegetable seeds and garden seeds all germinate very quickly and are therefore perfect for home use.When your ready to start choosing your seeds here's an important point to keep in mind; You can greatly increase your odds for having a great gardening year by buying from a seed company that's involved in continuous trial programs. In other words, they are always on the look out for better and better seeds. Remember, whether...
Seeds and more Seeds...What your Garden Needs
Seeds > Seeds and more Seeds...What your Garden Needs
Use Essential Fatty Acid To Help You Eliminate Your Acne
To eliminate or clear your face of acne it will require you take a variety of health steps.
The use of essential fatty acids is but one step.
I have identified 10 different steps but will only discuss one step in this article - using essential fatty acids.
Getting sufficient essential fatty acids is of prime importance in clearing acne. It's these fatty acids that help to control the production of excess androgens - the hormones that surge during the teen-age times
It is androgens, which causes excess sebum oil to clog your hair follicle and contribute to creating your acne.
The three fatty acids you need to get daily are:
? omega-3
? omega-6
? omega-9
When you are deficient in these essential fatty acids, you will
have,
? A weaken immune system
? Inflammatory disorders
? Poor skin
? Skin eruptions and other wounds that won't heal
? Sebum...
Seeds > Use Essential Fatty Acid To Help You Eliminate Your Acne
Flower Seed
Flowers have been grown and nurtured over years for personal and business purposes. A flower provides visual bliss in addition to a soothing aroma and an array of delightful colors. One can give cut flowers as gifts to celebrate events, express feelings or just grow them in a backyard.
It may sound strange when a botanist refers to singular divisions of a flower while referring to male and female reproductive organs. However, this is true.
Flowers are used as a reproductive organ only in certain angiosperms plants. A pistil is located in the center of a flower and it contains female organs. It has a rounded lower base, which is the ovary. These contain reproductive cells called ovule.
Pistils contain a style and a stigma, which are sticky. Pollen grains stick to the stigma through fertilization or pollination from insects, wind or other means.
This facilitates the development of pollen tubes inside the style, which navigate down to the ovary....
Flower Seed
Seeds > Flower Seed
As Spring Arrives, Wildflower Seed Sales Zoom at the Web's Leading Site
Recent studies show that gardening is still the fastest-growing hobby in the US, and wildflower seed gardening is one of the fastest-growing segments of the hobby.AmericanMeadows.com, a leading website for wildflower gardeners, has seen important growth ever since 2005 began. "Our traffic is up over 50% since the year began," says Ray Allen, who with his wife, Chy, founded AmericanMeadows over 20 years ago. The Allens founded the Vermont Wildflower Farm back in 1981 to share their hobby of wildflowers with others. (This summer the Wildflower Farm will be featured on HGTV.)
Now, after that experience, the creation a national seed catalog, and finally, creating a handsome, seed-filled website under their "national" name, AmericanMeadows.com, the couple continues to enjoy introducing more and more gardeners to the easy care world of wildflower meadow gardening. And wildflower seeds is not all they offer now.
"We added flower bulbs last fall, and now have a really unique...
As Spring Arrives, Wildflower Seed Sales Zoom at the Web's Leading Site
Seeds > As Spring Arrives, Wildflower Seed Sales Zoom at the Web's Leading Site
Are you frustrated?
Are you frustrated?and discouraged? and just plain disappointed?You wanted to start your own home business to earn extra money, and to give yourself a better life-style -- and work-style . . .But things didn't work out the way you envisaged --you weren't able to set it up, and just sit back and watch the orders (and money) roll in.What went wrong?Nothing!What you sowed, you reaped.The most important ingredient in any recipe is time!When you plant flowers or vegetables, you prepare the soil (by digging furiously and by fertilizing diligently). Then you plant the seeds, water them and . .
. . wait!You do not expect the plants to spring up overnight!"But I was promised a cash-crop!" you wail.A cash-crop can only be planted successfully in already prepared ground if you want a quick harvest.But know this -- that, if you are prepared to work hard, and in the right way, in due season, you *will* reap, and reap handsomely.For every seed you plant is capable of reproducing 30-fold, 60-fold...
Are you frustrated?
Seeds > Are you frustrated?