Marketing Rule of 27 (Strategy)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we’re going to look at a fascinating study conducted about 10 years ago called the Marketing Rule of 27.

Have you ever wondered how much advertisement you have to place before there are enough impressions absorbed by your potential customers to make your brand finally stick?  Well that is what the Marketing Rule of 27 is all about.

The study found that, to gain just one good impression in the mind of your customer, you have to place an ad three different times because the chance of your target seeing any ad is one out of three.

Another very interesting component of the study indicated that to be able to really lock the brand into the mind of your customer, they have to receive that good impression nine times.  When you do the math, 9 x 3 = 27, and that is where the name Marketing Rule of 27 comes from.

This means from an advertising perspective you have to ensure your message is generated 27 times so it will resonate with and be retained by potential customers.  Review your marketing landscape and identify the opportunities you have and determine the reach and frequency you will obtain with those scare marketing dollars.  Develop a plan that will allow your brand to sink into the minds of your potential customers.

There really is no one hit wonder; branding and marketing are ongoing, consistent processes of reach and frequency over a period of time.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers.  Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com.  Listen to Ask Those Branding Guys™ every Monday at 11:00am (MT) streaming live on SantaFe.com KVSF 101.5 FM.

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