Wash, Rinse and Repeat

Ever hear the title phrase as it relates to shampoo instructions? Well if you haven't, it is worth knowing because, in a slightly convoluted way, it has bearing for virtually any marketing effort due to the emphasis on "repeat". In the saying above, theoretically there will be more shampoo sales because the "repeat" throws in incremental usage.

The following explanation is not original to me, but I'll share the important marketing tie-in. There are three key and important components to marketing communications. Miss any one of them and the whole expense and campaign could be, at the very best, less productive and at the worst, all for naught.

1. For most of us, we understand that good marketing requires hitting our target market. If we were selling shampoo, we certainly would go for those with hair. Today's popular "bald look", although not lessening the market too terribly, is creating fewer shampoo head needs.

2. The second point is we need to have the "right" message for that specific target market. Do we have a shampoo that is better for full volume hair, or for thinning hair, or maybe those with that dandruff concern. The message, to be appealing, needs to address the interest/needs of that particular target.

3. The point we always always seem to miss is the frequency (or repeat). The same message repeated can be effective, although sometimes a slight variation on the same message can be even more so to get ones point across. Regardless, the message frequency always needs to be considered. Not too little, but not too much.

After all, how often has it occurred that any one of us has made a “buy” after the first sales pitch? Usually it takes two or three (or more), attempts with added information and time for consideration before a purchase decision is to be made.

As you look at your marketing and/or work with your marketing professionals, be sure all three points are well covered.

Keep in mind, nothing is as important than having a properly valued product (solid cost/quality ratio), but in having one, this is a good way to challenge your marketing teams, whether contracted or in-house, to provide a plan that has a higher level of response and success rate.

sales success.