Spreading contacts over time is a good thing to do because learning effects are maximized that way. That is good to know, but there is no one measure for it. At least it is depending on your campaign objective, most common patterns are:
- Point of sale – often communications all over;
- Conversion campaign – balanced number of contacts a day, often based on campaign optimization over time with comparable ‘intent groups’;
- Activation campaign – less regulated number of contacts a day to maximize sales results in buying groups within the campaing period;
- Continuous reach campaign – less number of contacts in mass media to reach the market once a week or even less, often in a ‘dripping strategy’ (i.e. week by week);
In general the argument to spread contacts over time is used to point out that for sustainable growth (4) continuous reach is indispensable (the latter being proven indeed) at cost of (3) activation campaigns. However, as argued before, both forms of marketing communications can work very well together, creating even more synergy for growth. Hence:
Short-term campaigns with high media pressure (bursting) alone, don’t contribute to brand growth.
In (3) activation campaigns it is a good thing not to overdo it and certainly not to use one single medium. Evidence points out that there is no significant increase of impact over around 3 contacts. Don’t pay for more per media type.
(4) Continuous reach campaigns, for example on TV, with a once a week contact frequency may seem to do a modest job. But these campaigns will reach everybody in the market 52 times a year. For brand building purposes 26 contacts may suffice, costing you half of your investment. Worthwhile to look into.
An apple a day, keeps the doctor away. Most healthy people do not consume more than one apple a day. In a dripping strategy it is all about offering apples (i.e. contacts) in appropriate intervals in order for the brand to stay healthy.