Скачать или смотреть Repetition in Marketing - Stephen Semple - Wizard of Ads

Welcome to American Small Business Institute. I’m again here with Mr. Stephen Semple. And today we’re gonna talk about repetition in marketing. And this is coming from a digital first perspective, right? I’m gonna warn you, he’s saying things. Scary things for digital only people. So what were you talking about Stephen?

Stephen Semple: Well, one of the challenges that we have is, you know, people will look at … they’ll be looking at a campaign and then they’ll see, oh, good, oh, look, our website is doing so much better. It’s because of the website, it’s because of the changes we made to our website.

Right.

Stephen Semple: And it may have nothing to do with that. It may have to do with all of the other things that are going on. Like, somebody comes here and they take magical roles-

Right.

Stephen Semple: One of the first things they learn is the power of repetition.

Right.

Stephen Semple: And that through repetition is one of the ways in which we move things from short-term memory into long-term memory. Right?

Right.

Stephen Semple: So repetition is important. But that also means all of the other things that somebody sees before they come to your website becomes important.

Right.

Stephen Semple: And it may actually be a bunch of those other things, or all these things in combination that’s actually what’s working, not that, wow, we’ve all the sudden got this awesome website.

Right. So, does that mean that you need to be everywhere all the time to increase repetition?

Stephen Semple: Not necessarily. So lemme give you an example. So here’s a direct mail campaign. So Canada Post, I’m Canadian, that’s our national postal service.

It’s okay.

Stephen Semple: Yeah, I know. You’ll forgive me at some point. So our national postal service in conjunction with one of the banks ran a test. They created this 12 piece mailing.

Right.

Stephen Semple: And they mailed it out. Mailed out one, mailed out two…

Like a 12 pager?

Stephen Semple: No, no, it was 12 separate pieces.

Okay.

Stephen Semple: So they mailed one-

Oh.

Stephen Semple: And then they mailed you another one a couple weeks later-

Okay.

Stephen Semple: Another one a couple weeks later, 12 pieces. And then they looked at what was the most effective one. The most effective one was the third one. So you can sit there and say, “Oh, well then this is the message that works best, right?”

Let’s redesign all the things to match the third one.

Stephen Semple: Right. Well, what they did was, they said, well, okay, let’s do this again, but we’re going to shuffle the order. And guess which one was the most effective one?

Oh.

Stephen Semple: The third one.

Yeah.

Stephen Semple: Which was now a different one than it was last time. And then they did it again, and what was the most effective one? The third one.

So it turns out we don’t need four through 12.

Stephen Semple: Maybe not. Maybe not. But the point is is that if you think about … so if I add … if I’m running AdWords-

Right.

Stephen Semple: On websites and I add a radio campaign and I get a lift to my website, was it the website or is the fact that now I’m hitting them again through another media-

Right.

Stephen Semple: Through another means, through the repetition of radio.

Yeah, that’s true. Because I remember … so, you know, on Instagram, you now have inserted advertising-

Stephen Semple: Right.

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