The term "effective frequency" hovers over media plans with a great cloud of doubt.
What is "effective?"
My proposed definition of effective is not veiled in the list below:
- Got milk? (used for 21 years, starting in 1993)
- Just do it. (used for over 26 years, starting in 1988)
- Good to the last drop. (used for over 97 years, starting in 1917)
- Melts in your mouth, not in your hands. (used for over 60 years, since 1954)
- Breakfast of Champions. (used for over 87 years, starting in 1927)
- Plop, plop, fizz, fizz, oh what a relief it is. (used for over 43 years, starting in 1971)
How many times have you heard each of these messages? Your response may be a factor of your age. My guess is that most of you can identify the brand associated with the messages listed above.
When a simple message drips into the minds of a target audience, brand recall is the reward.
Did you notice the baked-in benefit statements? Read the list again and look for the promise!
We can label a marketing message effective when the brand benefit and the brand label marry. The issue is not how many times we should advertise the message.
Ask this question instead: "Does our target market associate our name with our message?"
Here's one more good question: "Why would you ever stop promoting your kingdom message?"
Dr. Steve Greene is the publisher and executive vice president of the media group at Charisma Media and executive producer of the Charisma Podcast Network. His book, Love Leads: The Spiritual Connection Between Your Relationships and Productivity, is now available.
Leaders, Dr. Greene wants to help you understand the spiritual connection between relationships and productivity. Read his new blog, Love Leads.
Get Spirit-filled content delivered right to your inbox! Click here to subscribe to our newsletter.
Dr. Steve Greene is now sharing stories, teachings, and conversations with guests who lead with love on Love Leads, a new podcast. Listen now.
Help Charisma stay strong for years to come as we report on life in the Spirit. Become an integral part of Charisma’s work by joining Charisma Media Partners. Click here to keep us strong!
Dr. Mark Rutland's
National Institute of Christian Leadership (NICL)
The NICL is one of the top leadership training programs in the U.S. Enroll in the FREE Mini-Course to experience Dr. Rutland's training for yourself and then enroll for the full training that will change your life and ministry.
FREE NICL MINI-COURSE - Enroll for 3-hours of training from Dr. Rutland's full leadership course. Experience the NICL and decide if this training is right for you and your team.
NICL Training offered in FL, TX and GA - Learn everything you wish someone had taught you about business and ministry before you finished seminary. Gain the knowledge that will help propel your life and ministry to the next level as you implement practical lessons from Dr. Rutland's training. Training Dates and Details.
The NICL Online is a brand new option for those church and ministry leaders who cannot attend the in-person training. Now, you can receive all 60-hours of Dr. Rutland's training from the comfort of your home or ministry for a full year. Learn more about NICL Online.