The impact of spaced repetition on the mind and your memory was originally applied to teaching and learning. Flash cards are an example of spaced repetition. Spaced repetition continues be utilized in learning because...
...it works!
Advertising and marketing is another form of "teaching." Your marketing seeks to teach people about your brand of chiropractic and to become a part of the "students" subconscious mind which will enable the person to recall your brand of chiropractic first and foremost when the need for your services arises.
Here's a little quiz. Just fill in the blanks:
* I can't believe it's not [ ]
* Melts in your mouth, not in your [ ].
* Just do [ ].
* The breakfast of [ ].
I could list many more, but you get the idea. Most of you reading this article will have completed the quiz with a score of 100%. Certainly cultural proof that spaced marketing works in marketing.
Our mind response to images and to a lesser extent words. If I say "Ball" your mind will retrieve the dominate information you have stored over the years that represents your thoughts about a "ball." If you are a golfer, then a golf ball will pop up instantly. If you are more into football, then a football will come to life.
When I say the word "chiropractic," what image or thoughts come up in the minds of the people in your marketplace? In the minds of your patients? In the minds of your employees?" For someone in a third-world, isolated island, the word would most likely have zero meaning.
Because of the images, t.v. ads can be more impactful than radio. However, because radio ads are much less costly, you can repeat your message and create the recall on a smaller budget.
Images are highly effective in print and direct mail marketing. But, you must use spaced repetition to deliver the intended message to as many people as possible. And, the wrong image can be counterproductive.
You can maximize the effectiveness of your marketing when you do it consistently using spaced repetition principles that the world's most successful companies have incorporated into their marketing plans.
The principle behind spaced repetition is simple: the best time to repeat a message is just before the message if forgotten.
The frequency and recency of your marketing will have a definite correlation to your results. The Prospex in your marketplace are like a moving parade. They are bombarded by messages from a wide source of companies who are vying for the Prospex to purchase their product or service.
The amount of frequency and recency is different for a Chiropreneur located in a town with only one chiropractor, than one located in an area with 100. However, even in a town of one, marketing is still vital, as the news media or other health care providers may be influencing the mindset of the Prospex with their spaced repetitive messages.
Another key component of a spaced repetition system (SRS) is consistency. A set of flash cards doesn't change. When you learn a new language they don't change how you say "My name is..." Consistency is the fastest way to learn something new.
The same is true with marketing. You must be consistent with the message, the design, the theme, the images, the logo and slogan. Consistency is king. Variation is the enemy.
Studies have shown that it can take 12-20 to become embedded in the mind of the consumer and up to eight years to own the "image" or "word." This doesn't mean running 15 ads.... it mans that the SAME Prospex saw or heard your specific message. This is why a brand like McDonald's will run their messages on radio, t.v., billboards, in newspaper, magazines and mailers because they want to embed their message as quickly as possible and when you get hungry, you will at least consider them when it is time to satisfy your hunger. They have no idea when YOU will be hungry... thus, they must run their message with frequency and recency.
Now, you cannot compete with the likes of McDonal's and the good news is that you don't. But a weekly article in your local paper over the course of years will have a profound impact in the recall of your brand of chiropractic... when they or someone they know needs a chiropractic.
But, another method is to attract as many Prospex from your marketing, such as screenings, lectures, direct mail and media advertising to build a massive list of addresses or email and then you can use frequency and recency to embed your message with a large segment of the Prospex in your marketplace.
The key to effective and impactful marketing is SRS. Consistency is king. Variation is the enemy. Don't make the mistake that the CEO of one of my Fortune 500 clients made. During a meeting with the marketing department, the CEO wondered in and spotted some "ads" laying on the table. Being a leader he challenged the group, "When are we going to stop using the same old ad and come up with something new?"
The ad in question had never been ran in any publication! The meeting was the final plan to launch the campaign, but, because he had seen it so many times, he thought it was old.
Remember, just because you may tire of an ad, doesn't mean the marketplace has... most may have never seen it once let alone 20 times.
No comments:
Post a Comment