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Multiple Impression Advertising Works

Category : campaigns, general marketing, strategy

10

buynow.jpgI wanted to pass along a quick story that I think highlights a point I and others write about often when discussing advertising and customer engagement.

While at SES San Jose conference and exhibits, I had the chance to be the attendee and not the exhibitor in the exhibition hall – meaning I got to walk around and evaluate different products and services that I may be able to use in my job. When I walked in the hall for the first time, I was greeted by a representative from an exhibiting company wanting me to carry around a bag with their logo on it to carry all the little trinkety, cheap giveaway handouts – or better known as “schwag” – that is handed out by exhibitors. Having decided I wasn’t going to pick up any “schwag”, I declined.

Later, after one of the conference sessions, I went back to the exhibition to continue visiting the booths. I was once again approached by the same company offering the bag and again said no. But, as I walked around I couldn’t resist the temptation to grab a few little unique giveaways that I thought the kids might like. Soon, my hands were full and I was thinking how nice it would be to have that bag.

To my pleasant surprise, the same company was there offering that bag and this time, I happily said yes. I then wandered around filling the bag with junk that never would make the trip home with me. But, I was carrying that big, flashy red bag with that company’s logo on it everywhere I went.

My point to this story is to show an example of why multiple brand impressions are important in any advertising/media plan. Engaging the customer at each point in their buying process dramatically improves your chances of a conversion.

Take the BtoB marketplace, for example. When is the last time you heard a buyer of a product or service in the BtoB world say, “I just had to have that! It was an impulse by, but I’m sure I’ll get use out of it”?

I bet never.

Justifying purchases and covering bases is paramount in corporate buying – of anything. So, don’t be naïve and expect that one impression with your product or service is going to turn into a conversion. You need to be there – both online and offline – as the buyer does their research, compares vendors, get proposals, and makes the decision.


Comments (10)

Hi Pat,

Good point on multiple impressions. The same concept is also true for variable medium impressions, for instance similar ad campaigns on search, radio, print, and even television. The more you’re out there, the greater your chances of increasing conversion.

Garry

[...] this tale of a trip through an exhibition hall, The Lonely Marketer reminds us of the power of multiple impression advertising. It’s an impressive feat to go from a schwag bag to “Engaging the customer at each point in [...]

[...] exposures to a product before a consumer is ready to buy. Yesterday, Patrick Schaber over at The Lonely Marketer drew a simple, but pointed analogy on this [...]

I agree this method does work most of the time. It can also be annoying if the customer really has no need for the product.

So great
I agree with you
Thank you for sharing this with us
keep it up

–Jaycn

Very interesting situation and analysis. The approach also can make a difference today in the marketing industry.

I couldn’t agree more.. great example too. I find that branding goes a very long way, which in my opinion is where banner ads gain the most good. While the click through rates for banners aren’t often very impressive, the impressions received are a great form of product branding.

Altough it is anoying as hell, It does work wonders. Think about all the corperate websites these days. They all scream conversion buttons over and over on pages. Only to click one and get an action out of those website visitors.

Like the article Pat. I also believe that there is an opportunity to tell stories with each impact… to deliver a narrative and make it more interesting for consumers. Great blog. Thanks :)

More the impressions more will be the chances of conversions. Instead of spamming pages with nasty buttons, having a well designed banner always works for me :)