Traditional Uses of the Rule of 7
The Rule of 7 was given credence as a marketing strategy by author and professor, Dr. Jeffrey Lunt, several decades ago, although the original concept dates back much earlier. It first showed up in the movie industry of the 1930s, where it was proposed that a specific number of advertising and promotional attempts needed to be made before people would be influenced to see a movie. And the decided-upon number was seven. One of the oldest marketing principles, the Rule of 7 simply states that it takes a consumer at least seven exposures to a marketing message before that person decides to make a purchase. As marketer, John Stevens, points out, “The Rule of 7 dictates that consumers usually don’t buy on their initial exposures to a brand—but when you know your market and can reach them with multiple impressions—you radically increase your chances of making a sale.” (https://www.thebalancesmb.com).
Prior to the age of digital marketing, use of the Rule of 7 was restricted to whatever advertising vehicles were available at the time. Marketers were forced to do some deep searching in order to come up with seven outlets; they were limited to placing ads in newspapers and various periodicals, purchasing time-slots on radio and, as technology progressed, ads on television. They also found ways to be creative, including the use of playbills, comic books, matchbooks, billboards—and even plastering ads on sandwich boards for people to wear while parading around town! The Rule of 7 isn’t as much about the exact number of contacts, or the way they’re made, as it is about the time-proven rule of repetition. When distilled down to its essence, the Rule of 7 continues to be primarily about reaching potential customers and building positive relationships with them.
The Rule of Seven and Social Media
What constitutes a marketing contact has evolved dramatically since the Rule of 7 was originally formulated. In today’s digitally-oriented world, there are more ways than ever before to deliver advertising to the public. The most effective means is through social media platforms. It is estimated that 3.96 billion people currently use social media worldwide, and that the average user has 8.6 social media accounts, which has increased from 4.8 in 2014. And, even more staggeringly, 83.36% of internet users are on social media, each one spending an average of 2 hours and 24 minutes on various platforms daily. (https://backlinko.com). Since this growing trend is common knowledge among marketers, for a company to be successful it must develop thoughtful and well-executed advertising for their social media campaigns. Marketing strategist, Kathi Kruse, has observed: “Social media crushes old school marketing by expertly leveraging a medium that touches customers…often 7 times every day! This is accomplished by sharing content, interacting with people and targeting ads to people who are interested in what you sell.” (https://www.krusecontrolinc.com).
Given this reality, content marketing has come to the forefront as a crucial consideration. Although creating content can be time-consuming, its effectiveness makes it worth the effort. Being able to target the members of an identified demographic with the appropriate content is equally important. Companies cannot afford to flag in their efforts to engage with social media platforms, via ads on various blogs and websites, images that represent their brands and videos on the most visited platforms, such as Facebook, Twitter and YouTube. These might include the use of customer interviews and how-to videos, to further engage audiences on a personal level. Creating blogs can also serve a similar purpose, addressing consumers directly, and answering any questions they may have. Another powerful tool is to provide a place for customers to share their experiences with a brand. Overall, by utilizing the many opportunities social media provides, companies are better equipped to engage consumers at every step of their buying journey.
How to Effectively Use the Rule of 7 in Marketing
The most straightforward way that companies can make use of the Rule of 7 is by developing strategies that guarantee repeated exposure and consumer interaction with their products. Placing ads on social media is not enough; companies need to figure out how to stand out among the endless barrage of advertising assailing consumers on every site. This is why it is key to identify a target audience, create content that appeals to it, and determine which platforms are most likely to reach that audience. A company must create a strong online image at all times, providing informative content while engaging consumers in ongoing conversations. According to marketing writer, Andrea J. Stenburg, “The Rule of Seven is why ‘information marketing’ is so effective. By providing free information to your prospects on a regular basis, you are building a solid relationship [that] doesn’t set off alarms because it’s not a sales pitch; it’s a genuine attempt to educate and help.” (https://www.thebabyboomerentrepreneur.com).
Through the practice of utilizing as many avenues as possible, a company is better able to make its presence known, repeatedly reminding consumers about its products, and providing reasons as to why they should choose them over anything else being offered. The magic number 7 may not be all that relevant as a rule-of-thumb any longer, but repeated exposure to a brand has proven, time and again, to be an effective marketing strategy. Even when a company is successful at targeting, and provides content created expressly for an identified audience, unless potential buyers have an immediate need for a product, its existence could easily be forgotten. The Rule of 7 increases the likelihood that once consumers are sufficiently exposed to a brand, they will choose it when the time comes to make a purchase.
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OTIS KOPP
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