The Magnificent Seven - Marketing touch points

 

The Magnificent Seven - That's the number you need to think of when considering how to get your marketing message across.

There is a well-known school of thought that states within marketing, a consumer must engage with your brand message at least 7 times before the point 'sinks in' and they are encouraged to take action. These engagements are called 'touch points'.

There are two main points to consider here, your 7 touch points can - and should - come across different marketing mediums. An example of this could be a consumer:

1 - sees your Facebook post

2 - drives past your billboard

3 - watches your TV advert

4 - is given a recommendation

5 - picks up your flyers

6 - reads a news article about you

7 - sees an Instagram advert

.... And hey presto! Becomes a customer. If only it was that easy

Research today shows that as we are so bombarded with brand messages every second of the day, it could be closer to 13 'touch points' that are required before a brand message sinks in!

The second point to consider is that the touch points need to be spread over a period of time, you can't just go crazy one day posting across every platform and then sit back waiting for the moolah to start pouring in. Marketing campaigns need to be planned over a period of time, this can vary depending on the type of campaign - if it is a time-sensitive event or a product linked to a particular season or holiday etc. You need to think about your goal 'end date' and work backwards from there.

Start too late and you won't give people enough chance to see your message 7 (or 13!) times, and start too early and your campaign will be too diluted with consumers forgetting about the initial touch points by the time they see the last ones.

Get in touch if you'd like to pick my brain about your marketing campaign!

Thanks for reading.

Melissa

Melissareilly3@gmail.com