When planning a marketing series, how often do you think the intended audience should receive something from you? I’m interested in marketing teacher retention workshops to districts (so the superintendents, primarily, but this could go to school boards or principals). Is every 10 days too much? Too little? And how much variety should they get (a long letter, a short letter, a postcard, and what else – another short letter?).

There are lots of folks who study marketing and the frequency and interval, so this is based on not only my own experience, but from reading and learning from some of the gurus.

1. It generally takes 7 – 9 “exposures” to you/your ideas/your product or whatever you are marketing before anyone even notices. So none of us should be surprised when we get no responses, feedback, or inquiries after the first 2 or 3 marketing pieces. Sometimes you will, but that’s not the norm. This is one reason that choosing a smaller target market is wise because you can afford to market numerous times.
2. The interval between marketing pieces is also key. Frankly, every 10 days is not too often. There are people who market the same thing several times a day (which I find aggravating, however, I have been known to reward, albeit rarely, this kind of behavior by buying! HA!). I think for principals or superintendents, especially at certain times of the year and considering your topic, every 10 days would not be too frequent – you could go to within a few days of each other, i.e., a letter, the a postcard, then another letter, then an email, then a phone call – all spaced by only a few days between each ‘touch.’
3. Variety has some value, as long as it is clear that it’s the same message, same product, same person. This is why it’s important to have a recognizable logo or brand so that people begin to think, ‘Hmmm, haven’t I seen this before?’ I’d mix it up. Here’s one possibility:

• Postcard – that is either a stand-alone postcard or one that is telling them that they are going to be getting a letter.
• Long letter.
• Follow-up call.
• Postcard.
• Short letter.
• And so on.

What you are telling these superintendents about (teacher-retention workshops) has so much value that it would be a shame for them not to know about your offer.

Remember: The purpose of marketing is to generate awareness and create a favorable impression. Then, you can make further personal contacts to move the person/company/school district/government agency, etc. to make a purchase (or take some other action that you want).

And if you want additional ideas for moving your small business forward, be sure to read other posts on the Life of E’s blog:

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(c) 2009 by Meggin McIntosh, Ph.D., “The Ph.D. of Productivity”(tm)

Through her company, Emphasis on Excellence, Inc., Meggin McIntosh changes what people know, feel, dream, and do via seminars, workshops, writing, coaching, & consulting.