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Table of Contents

Lead Story

What does Visa's U.S. EMV push mean?

News

Industry Update

PCI tokenization guidelines draw much comment

How will the Google-Motorola deal affect mobile payments?

B notice advice from Convey

Selling Prepaid

Prepaid in brief

Prepaid Q&A: Gary L. Palmer

Interchange lower on benefit cards than debit

Features

Yes, there is an alternative to NFC

Doug Dwyre
Mocapay

Views

Cash advance in 2011: Fool's gold or gold rush?

Mitchell D. Levy
Merchant Cash and Capital LLC

Education

Street SmartsSM:
WSAA or bust

Bill Pirtle
MPCT Publishing Co.

Learn to be a change pro

Jeff Fortney
Clearent LLC

The remarkable results of repetition, repetition

Peggy Bekavac Olson
Strategic Marketing

Identity theft: It's not just PCI anymore

Linda Grimm and Ross Federgreen
CSRSI, The Payment and Privacy Advisors

Encryption's place in data protection

Tim Cranny
Panoptic Security Inc.

Believe in what you offer, watch your sales soar

Steve Norell
US Merchant Services Inc.

Company Profile

Sage Payment Solutions

Charge Anywhere LLC

New Products

BPA-free receipt paper enters the cloud

Papergistics private-label receipt paper
Papergistics

Tablet innovation advances mobility

CardFlex Tabulous Cloud tablets
CardFlex Inc.

Inspiration

Preparation at summer's end

Departments

Forum

Resource Guide

Datebook

Skyscraper Ad

The Green Sheet Online Edition

September 12, 2011  •  Issue 11:09:01

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The remarkable results of repetition, repetition

By Peggy Bekavac Olson

The Rule of Seven is a powerful marketing principle that businesses often overlook. Simply put, the Rule of Seven holds that to get a prospect to take some kind of action to become a buyer, you must reach and positively impact them at least seven times, in as many different ways as possible. Successful marketing using the Rule of Seven is based on the simple idea of repetition.

Why repetition matters

Repetition in marketing is important because most prospects don't take action the first few times they're exposed to your company's marketing. The reasons for prospects' inaction are many.

How to make it work

Ideally, you should put the Rule of Seven to work by creating a campaign that maps out the who, what, where, when and how related to your marketing communications.

Repetition ensures that the information and ideas you're trying to imprint are remembered. But memory quality and recall depend on how many marketing vehicles you use.

A direct correlation is forged between the number of marketing mediums involved in making imprints and a prospect's ability to recall your information.

Don't rely on just one type of marketing method, even if you are getting stellar results. Things often change. Using a variety of mediums in an integrated approach increases the likelihood of catching the attention of prospects.

Once your campaign is in place, begin executing and be persistent in your efforts. Remember, most prospects don't take action the first few times they're exposed to your company's marketing. So it's unreasonable to expect results when you do a postcard mailing just once or run an advertisement only a couple of times. Again, frequency is the key to success.

As a marketing approach, repetition is superior to presenting your message once and hoping for the best. Put the Rule of Seven to work in your business today to reap the benefits of increased sales and greater brand recognition.

After all, seven is a lucky number.

Peggy Bekavac Olson founded Strategic Marketing, a full-service marketing and communications firm specializing in financial services and electronic payment companies, after serving as Vice President of Marketing and Communications for TSYS. She can be reached at 480-706-0816 or peggyolson@smktg.com. If you would like information about Strategic Marketing, please visitt www.smktg.com.

Notice to readers: These are archived articles. Contact names or information may be out of date. We regret any inconvenience.

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