We often get frustrated after doing some marketing and advertising for our business and we do not get an instant response.

The key thing to remember is that we as human beings often forget and need reminding and reassuring that something is good. When we see the same information whether it is a logo or an image more than once it creates a sense of curiosity and re establish our previous thoughts and experiences. This is known as ‘repetition is recognition’ in the design industry.

Familiarity breeds affection and affection breeds trust and loyalty. Familiarity = affection= trust + loyalty to your brand/ business.

The general thumb rule followed by global brands is as follows.

The 1st time people look at ad, they don’t see it.
The 2nd time, they don’t notice it.
The 3rd time, they are aware that it is there.
The 4th time, they have a fleeting sense that they’ve seen it before.
The 5th time, they actually read the ad.
The 6th time, they thumb their nose at it.
The 7th time, they get a little irritated with it.
The 8th time, they think, “Here’s that confounded ad again.”
The 9th time, they wonder if they’re missing out on something.
The 10th time, they ask their friends or neighbours if they’ve tried it.
The 11th time, they wonder how the company is paying for all these ads.
The 12th time, they start to think that it must be a good product.
The 13th time, they start to feel the product has value.
The 14th time, they start to feel like they’ve wanted a product like this for a long time.

As you can see, to make your marketing effective and make people feel they are missing out you need to repeat and continue with marketing over a period of time. In other words create a routine and be patient! Repetition is recognition.

Kabir Ahmed

Kabir has a BSc (Hons) in Product Design and Development; while completing his degree he was a freelance designer and co- founded of www.dsgnuk.com in 2007. He has led marketing campaigns on a national level and is also a founding member of ‘share ramadan’ a globally recognised viral campaign. He is a full time teacher of design and technology by profession. He has over 15 years of experience in the design industry. He is a family man and a father of two. Kabir occasionally blesses us with his wise words on our blog here, watch this space and follow him!

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