How to be everywhere and the importants of advert frequency

How to be everywhere

This post is about how to be everywhere and advert frequency. It is the story of how to get your brand in front of your customers all the time. You and your business everywhere.

The point is people buy from people and organisations they know and recognised. Your business needs to be seen by the people that find you relevant and want or need your products, solution or services.

The question we get asked by clients is.

“What will work for my business?”

If you want a quick answer and a solution and tips on how to be everywhere, then go to the bottom of the page. If you want some background on advertising and how it has changed, then read on.

The world of Advertising and what has changed

Over the last 20 years, advertising has seen a radical shift, opportunities have grown exponentially, but consumer behaviours have also changed. During an average day, we experience many hundreds of adverts, so how aware are you and more importantly how many adverts do you consciously notice?

The advertising continuum is the medium of possible advertising platforms and channels.  We experience the full range of advertising every day when driving or travelling on public transport. Listening to the radio, watching TV, on the phone,  letters and post,  newspapers, mobile apps, internet searching and social media. Clearly, there are more opportunities for promotion and advertising than there has ever been.

Advert Frequency

Has it worked do we see more adverts?

The growth in advertising platforms has created much debated, leading to extensive research. Some marketers claim that advert exposure has risen from a few hundred in the 1940s to thousands per day.

While the platforms and range have grown, it turns out that we have become more skilled at tuning then out or turning them off.  Yes, I do fast forward the adverts when watching a recording. For my parents, the TV ads used to be a signal to put the kettle on and make a cup of tea.


What did the growth in advertising platforms achieve?

The table above is from a study by Media Dynamics, Inc. It shows the growth in media, the relative exposure and more importantly the noted adverts.

It is beginning to look like growth in adverting has developed an industry but not changed the market. We are exposed to a lot more advertising, but we do not consciously see it.

What has changed with the new platforms is the ability to identify the target and find matching markets and customers.

Why Advert Frequency and Consumption.

There are two forms of advertising direct enquiry and search or interrupt. Direct would have been the yellow pages, but now more likely to be a Google search.

An interrupt is advertising that appears while you are doing something else, this type of promotion makes up the majority of the advertising we see. Because you are interrupting an activity, it will require repetition and be attractive enough to draw attention, to seen by the target group.

It is the repeat that brings familiarity and builds brand awareness

The Power of Repetition and Ad frequency

how to be everywhere Those old 60s and 70s ads for soap powder where the brand name was repeated by the actor again and again. Dreadful but effective.

Now here are the stats,  back in the day that repetition was enough to cause a shift in brand recognition and market share. Consumers only needed to see an advert 5 to 6 times to have an effect.

At the time the advertising continuum was relatively small just, Radio, TV and paper/billboards  It was easy to map consumer activity between these platforms.

In the 21 century, the continuum has grown with a range of platforms, and the big factor is that everything is now dwarfed by digital, on mobile phones, tablets, in-app purchases, games consoles, etc.

What this means is that whereas once 5 to 6 contact points were needed to get consumer awareness, it is now over 20 points of contact.

What works and how be seen 20 plus times?

Be everywhere is possible because with the tools and channels you can appear to be everywhere. With a modest budget and lots of time, you can be on Facebook, Instagram, Youtube,  Twitter and appear all over the web.

Social is not the answer

The question is, do you need to be?

NO! This is not about spreading yourself or your business across multiple channels.

The secret to how to be everywhere is simple; you just have to appear to be everywhere to the right people.

Below is a video, checklist and action points for you to implement this in your business.

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The secret of how to be everywhere

Here is the checklist for how to be everywhere

1 Jump in simple and immediate:

Use the local targeting and display advertising on google or facebook. With accurate targeting, display advertising is a cost-effective tool, and your brand is seen regardless of the customer clicking the advert. Used well and directed to relevant pages it will build reputation leading to the sale.

2  The Power of Retargeting

Both Facebook and Google offer retargeting / remarketing systems. This is the real secret for how to be everywhere. Using some code on your website it allows you to reconnect with people that visited your site. Even for a few moments. This process can be tailored to connect with all or your visitors or just those that stayed for a given moment or visited particular pages. We have all experienced pair of shoes or the new must-have gadget showing up in our web browsing. That is bad remarketing done well it will support your brand and business goals.

For help with this process get it touch here  or use the action list below to do it yourself,

Action Points 

1 Check you have Google Analytics on your website.

2 Sign up for a Google AdWords account, (Ask us we may have some Free advertising vouchers) and note the ten digit number. Make sure you have a web page on your site with cookies and privacy policy.  It is a requirement when using these tools.

3 Back inside analytics under admin/ property/ product linking. Connect your AdWords and Analytics together, That Ten Digit number.

4 Still, inside Google analytics go to admin/ property/audience definitions and create the relevant groups for.  All visitors,  Last seven days or page sequence. Many options.

5 Login into Facebook and set up an advertising account, In the account, management area looks for the pixel and get that code applied to your website.

6 Start a locally targeted ad campaign in Google using three adverts to one landing page on the Display network only.  You are starting to build your audience. The budget will be dependent on your market, £5.00/ day is a good start, and a max CPC of 50p.

7 After a month you will have an audience and can start to use retargeting to keep talking to your web visitors. From their perspective, you will be everywhere.

Good Luck this is just the start of a great opportunity.

For help with this process get it touch here 






Email Crushing Twitter & Facebook

Email Man
Email Tips the Balance

“Email crushing twitter & facebook”

Here at Market That we have always been big fans of email and seeing this headline did bring a smile. We are convinced that a well developed list would out perform any customer communication channel based on cost, reach and return on investment.

The hype is still all about social media but with Facebook page reach at less than 10% of your fans, why forget email when a modest list will will have an open rate at 25% or more. Most of our clients have open rates at around 45% and some are even higher.

Social media is great for spreading content, so you can imagine our interest in receiving a Linkedin update about an email report that was issued last year. This came from the marketing data people “Custora”  who provide systems for online businesses.

Reported by Marcus Wohlsen of Here are a couple of extracts and a link to the full post. Although the report was compiled from online retailer data, the results can be applied to any business.

“Despite the hype that inevitably clings to the newfangled, however, it’s relatively antique tech that appears to be far more important for selling stuff online. A report from marketing data outfit Custora found that over the past four years, online retailers have quadrupled the rate of customers acquired through email to nearly 7 percent. “

And further on.

“Custora’s findings don’t bode especially well for social media business models, especially Twitter. Of course, ads on Facebook and Twitter don’t have to lead to immediate clicks to have an impact. They still have the potential to raise ambient awareness. Yet Custora found that Google’s ads, by contrast, do lead not only to clicks but to purchases—the holy grail of “conversion.

This is no surprise to us. Social media is great, but when combined with an integrated approach of paid advertising and email follow up, it will provide a measurable conversion process and build equity into the future.

You cannot keep or communicate with a Facebook page ‘like’, but you can email and re-market to a list.

Full article here.

If you are not on our list put your email in the box above and get a copy of the traffic map and you will see what integration is all about.

Email Graph
Image: Custora

The Google Rules & Wash Instructions

As entrepreneurs, we all have one thing in common and that is we like to play the game by our rules, and most of the time that is one of those traits that makes us successful. However, there are times when the rules just have to be followed. Are you playing by the Google rules?

DSCF9218In our lounge, we had a nice Laura Ashley throw on the sofa. It is a sumptuous fabric and was a luxury buy when the room was last decorated. Following an accident with some chocolate and a realisation that it was looking a bit grubby, it was taken off the sofa and plonked in the laundry basket.

When it came to washing time, we discovered it to be made of cotton and a mix of man made fibres with the words “DRY CLEAN ONLY”.  The dry cleaners is just up the hill from our house but not something that we use that often. The throw sat at the bottom of the laundry basket for several months.  Then, last weekend, in an act of determination to empty the basket I decide to just wash it. It was never going to get to the dry cleaners and I am often disappointed at dry cleaning results. Also ‘Dry Clean Only’ is a often a catch-all phrase for cloth manufacturers, used on cloth they are not sure about. Well that was my logic. The first thought was hand wash but in the end I opted for a low temperature and slow spin cycle in the machine. I broke the rules and this did not end well.

DSCF9219This fabric was a curious mix of fibres that did not take to the water and it sort of dissolved in the washing machine. Unaware of this I pulled the now clean throw out of the machine, flicking it out in the kitchen to be treated to a snow storm of bits. There were fibres everywhere, a stray pair of dark underwear that got left in the machine covered in white fibres. These fibres had to be picked out of the holes in the drum, the filter cleaned and the kitchen hovered all because I did not follow the rules.

So how does this relate to digital marketing?

Once it was possible to flout the rules on your website, there were all manner of tips and tricks that would get you an advantage in the search listing.  But those days are over and if you do not follow the rules that are laid down by the big name of the Internet “Google” they will punish you with low impressions, loss of rank and all manner of punitive measures that will affect your business.

lost traffic
Lost Traffic

Whatever you do on line, if it is search engine position or paid advertising, your website must make the grade. Simple things like meta descriptions, a site map, contact details, privacy and cookie policies and on and on, must be in place, but there is more.

Are you playing by the rules?

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