Marketers: 7 is Your Lucky Number

14-Main_Post-AD-7-is-your-lucky-numberThere’s an old marketing mantra called “The Rule of 7” that states that it takes a prospect 7 times hearing a company’s message to take an action. There are many variations of this rule, for example: a consumer needs to see your brand 7 times before they will recognize it. Either way, it’s fair to say that it will take 7 interactions for your company to generate brand recognition or lead a prospect to making a purchase decision. On what would be considered the “luckiest” week of the year, (Saint Patrick’s Day!) we’ve put together our recommendations for how you can create the 7 touch points necessary to get a little lucky.

Advertising in Trade Publications

Based on the Rule of 7, it’s possible that it will take a prospect at least 7 times seeing your ads before they will click. If this is the case, consider trade publications that you aren’t fully utilizing that your prospects could be reading for digital advertising. Review your website referrals to determine which trade publications are providing you with the most bang for your buck – i.e. who is sending you the most referral traffic? You may consider allocating budget away from ads in publications that aren’t working for you and put that money towards an ad placement that will prove more valuable.

Consumer Public Relations

If generating brand awareness is your goal, then consumer PR may be an important tool that’s missing from your toolbox. At DMA, we’ve come to find that without a strategic PR plan, fresh produce brands cannot expect to achieve the level of consumer awareness that they hope to achieve using social media alone. Public Relations is a mystery to many fresh produce companies, but with marketing and the digital era, many doors for our industry have been opened. These PR tips may put you on track to getting lucky with your efforts.

Email Marketing

Email marketing is a great way to create continuous touch points with prospects, customers and consumers – not to mention it yields a pretty good ROI. Using the power of automated email campaigns will provide the opportunity to nurture your contacts continuously with information they will find helpful. With email marketing, 7 touch points will take no time at all! Not sure what to email first? Try these email ideas.

Social Media

With social media, those 7 touch points are well within reach, even in a single day’s time! This is one of the most effective ways to reach and engage with consumers and prospects that might not have known about your brand otherwise. But in order to generate those 7 touch points regularly, we urge you consider investing more time into your social media activities. With the amount of chatter in the social sphere, it takes more than just posting once or twice a day. Consider dedicating time each day to regular engagement with your target audience.

Keep in mind that once you achieve your first touch point, it takes really good content to keep consumers and prospects coming back for those additional touch points. Consider adopting a “helpful” approach to your marketing content, rather than a “salesy” approach, to create content that your audience will eat up. And, remember that your website is the most essential digital touch point you have to offer. Make sure that it is optimized to work continuously on your behalf.

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