The Pros and Cons and Pros and Cons of Repetition
Lather, Rinse, Repeat
Repeat. The ad executive who came up with the idea of adding that final word to the instructions on the back of a shampoo container was responsible for doubling sales for decades. Smart move. Hopefully, they awarded him or her free shampoo for life.
Repetition Breeds Recognition
The power of “repeat” goes way beyond a shampoo bottle. It’s all about being recognized, and it’s a key factor in any successful marketing effort. Repetition fosters familiarity and trust, creating positive perceptions and top-of-mind awareness among customers and potential customers. Research has shown that ads with high rates of repetition generate a greater response among consumers and that those same consumers equate ad frequency with high quality products.
Too Much of a Good Thing?
Repeating your message over and over, keeping your product or service at the forefront of customers’ minds, is a good thing, until it isn’t. The term “wearin” refers to the significant positive effects of repetition over an initial period of time. But that same repetition can lead to “wearout,” customer burnout that becomes counterproductive. Fortunately, there are ways to repeat yourself without sounding like a broken record and driving your potential customers crazy.
Repeat – Retool – Rephrase
At Cronin Creative, our tagline – “Clarity by Design” – provides a nice summation of our mission and the work we do. While we may occasionally repeat that tagline verbatim, for the most part we talk in our blogs and social media posts all around the subjects of design and clarity and how our one-of-a-kind combination of those two things helps our clients. Like a songwriter revisiting a repetitive “hook” that catches the ear, we’re constantly referring back to our main Clarity by Design theme, repeating ourselves over and over without saying the same thing.
Divide and Conquer
Blogging for your business on a regular basis is a great way to repeat and reinforce your organization’s core message to your target customer. Slicing and dicing that blog into bite-sized pieces and spreading it across your social media over several posts can take that message a whole lot further. Repackaging your blog posts is a great way to hammer home your message and hit your audience multiple times from different angles.
So, how much is too much? At what point does repetition turn on itself and go from a positive to a negative? Unfortunately, there’s no Department of Redundancy Department to help us with that. It’s really up to you. Getting clear with your message and getting to know your audience are the keys to figuring out the formats and frequency that deliver maximum impact…again and again and again.