There is a theory in marketing, called the "three-times convincer" concept. It states 80 percent of people need to hear a message three times before they buy into it, 15 percent need to hear it five times, and five percent up to 25 times.
In other words, sometimes you need to repeat a message many times for your audience to internalize it. That is, you need to repeat a message many times before your audience will internalize it. (See, it works!)
But, what is the best way to distribute the message? It depends on your audience.
* If you're trying to reach the under-20 crowd, you better look to mobile technology to communicate.
* If aiming for the metro-commuters you should consider radio spots.
* If you're hoping to inform the retiree, communicate through the newspaper.
And if you want them to actually internalize the message, you should send the message every way you can.
In an organization like ours, where we need to reach all segments of the public with our information, it is essential that we employ multiple channels to communicate. Through print news, radio, television, Websites, twitter, Facebook, e-mail, mobile marketing, newsletters, columns, tangibles, publications, and programs, we can blanket the audience with our messages.
We can reach not only the 80 percent who need to hear it three times, but the 15 percent that need to hear it five times. Thankfully, we have the infrastructure within KSRE to be able to use multi-channel marketing effectively and efficiently.
For more on multi-channel communication, go to:
- How Multi-Channel marketing is like a county fair (You may need to register for free to read this article)
- Wiki: Multi-channel Marketing
- Or check out the book “Multichannel Marketing: Metrics and Methods for On and Offline Success” by Akin Arikan (Preview available online)
