Repetition is an impressively powerful tool for your marketing. Look at this great advertising piece on the left. It would be hard to forget it simply because of the way it looks.Repetition has a lot to do with your reputation. Did you ever notice that what gets repeated the most is perceived as not only important, but permanent, even though it may be neither.
Repetition also has a lot to do with education. "Repeat after me" is a common opening to learning something. We sing jingles over and over and find that we have memorized them without even trying. We practice certain techniques repeatedly until they seem natural. Do you even think about it when you tie your shoes now? Of course not! You repeated the action until it became so natural that you do it perfectly without even paying attention.
It only stands to reason that repetition plays an incredibly strong role in marketing your business. However, it not just the content of your message that must be repeated. The look of your message needs to be consistently repeated in every form. Do your business cards, letterhead, and envelopes repeat the same colors, logos and typeface? Are they all on the same paper? What about labels, gift bags, pens, magnets, signs, presentation folders?
When you repeat something, you reinforce it. Your message repeated becomes memorable. By repeating your look as well, you are bonding it with your communications. You have increased the impact by involving multiple senses.
The challenge comes with integrating all the parts and pieces of your product, your message, your medium and your frequency. Look at the poster at the top of this article. Would it have been as effective if they had repeated the image of something other than the apples? The artist did an engaging job of creating interest and memory by using an image that supported the message.
I'll practice what I preach by repeating an earlier statement:
"When you repeat something, you reinforce it."
Mary Beth Smith
The AG Marketing Companion
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The AG Marketing Companion is sponsored by AlphaGraphics of Park Cities and North Dallas. We are always ready to support you in your marketing efforts with consulting, planning, budgeting and production. If you would like to schedule an appointment to learn more about our services, please call Sherry Perry at 214-363-1101.
