When creating messaging for marketing, especially when developing a monthly marketing matrix, CPA suggests following these tenets as they relate to The Marketing Rule of 7.
The Rule of 7 asserts that a potential customer should encounter a brand’s marketing messages at least seven times before making a purchase decision. When it comes to engagement for your marketing campaign, this principle emphasizes the importance of repeated exposure for enhancing recognition and improving retention. Repeated exposure is vital because it builds familiarity and credibility, fostering trust and influencing your audience’s behavior.
Utilize various marketing channels such as The Elm, The Elm Weekly, Campus Life Weekly, social media, email campaigns, in-person events, eboards (digital marketing displays), printed collateral, and targeted advertising, to name a few, to share your messaging. Different channels may have varying levels of impact depending on your audience.
Vary your message content to keep it fresh and interesting. This could include using a different “language” — different wording matched to the UMB marketing platform — to convey your communication. (For example, a descriptive paragraph with a URL link might be used in The Elm while a sentence with a QR code might be better suited to an eboard). Also consider using different angles to present your message.
Be consistent in your messaging while considering the timing of your communications. Sending or posting messaging that is regular, strategic, and well-timed can enhance message connection, recall, and retention. Also be aware of time of day, day of week, etc., for some types of messaging, such as social media and email communications.
Pay attention to feedback from your internal and external audiences. If possible, gather data on the effectiveness of your campaigns and be willing to revise your strategies based on this feedback.
Provide opportunities for engagement beyond marketing messages, such as virtual, hybrid, and/or in-person town halls, meetings, workshops, webinars, or events. Interactive experiences can enhance message understanding and retention.
Keep in mind that establishing brand recognition and trust is a gradual process, and achieving success in marketing typically requires a mix of perseverance, flexibility, and a deep understanding of your target audience. And lastly, balancing frequency and relevance of messaging is crucial, requiring diverse and engaging content to avoid overwhelming your target audience.
