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The term frequency is often related in marketing terms to the number of times you run an ad or send out a mailing to a certain list, but I think it has another, perhaps more important, meaning for the small business.
Frequency, in quantum physics circles, is something like the vibration rate of a wave or particle. Okay, I’m not going to win any Nobel Prizes for the sciences, but the idea further goes to suggest that atoms, particles, and stuffs in general are attracted to those with like frequency.
Have you ever entered a room and noticed someone you’ve never met, but instantly connected with - it may be looks, but more often it’s just something that you can’t really put your finger on. There are those that would call this a connection based energy or like frequency.
I think this phenomenon, regardless of how deep you want to dive into this, is true for your marketing. Every business, every person, every marketing contact emits a frequency that attracts whatever you have in your business.
Think about it, marketing is all about attraction. So, the question is, who have you attracted to your business to date? Are they the right customers, ideal, or are they all wrong? Do you have any idea what actually makes, and therefor what does not make, the perfect customer for your business. Why aren’t you attracting enough of them.
My bet is that if you are not attracting the ideal customer, then you are sending the wrong message, the wrong energy, either intentionally or accidentally - your frequency is jambed. Your vibe is out of tune.
I know that can sound a little goofy, so let’s use a phrase that, to me, is the same thing - your brand is out of alignment.
Muddy brands happen because small business owners either don’t know or won’t commit to narrowly defining their ideal prospect and setting their business up to communicate authentically with that very narrow target. If you can take this essential step you will find this whole “law of attraction thing” that’s been getting a lot of attention of late is grounded in practical business application.
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This entry was posted on Tuesday, January 22nd, 2008 at Jan 22, 08 | 10:05 am and is filed under Marketing messages, Marketing research, Target Market. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
Absolutely, it’s very easy as a small business owner, in particular when starting out to cast the net too wide.
Once you can define your ideal customer, it’s also easier to identify where they are and then to target your marketing to them.
I’ve really enjoyed your blog in the short time tracking its articles. You can see my input on frequency Here since I wrote about a while back. As a young marketer and student, I’d be interested in your feedback.
Apologies…real link is here:
http://lostboymarketing.blogspot.com/2008/01/marketing-mix-ed-up.html
Just stumbled upon your blog and happily realized that a successful blogger is writing about the very same thing I recently wrote about here:
http://papercutstar.wordpress.com/
So many of my clients fret that they’ll “pigeon hole” themselves by offering too narrow a service. Little do they know they are sacrificing tons of business if they try to be all things to all prospects.
[...] Â http://www.ducttapemarketing.com/blog/2008/01/22/frequency-matters/ Filed under Marketing Tips, Customers by KeithG [...]
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Nice, John - we talk about the “vibe” people give off. And its often an intuitive first impression. Very emotional. So why not apply to brands: capture the essence of a holistic impression. Cool - and a nice balance to the rational frequency, recency, blah blah.