Lorre
We have to hold at least ten times that before you make a sale.
Not only has media consumption increased dramatically, the amount of advertising and marketing we see has also increased dramatically (between 4,000 and 10,000 ads per day ). And attention spans are lower than ever.
So, I hereby introduce the new 'rule': you need at least 70 contact moments for a 'movement'. And do you make the sale sooner? Wow, well done! But to make an unknown, cold acquisition, we will all shout 70 from now on.
AIDA?
And to make it even more fun: it's not enough to post the same, meaningless, boring parrot stock photo with your logo underneath 70 times, because we've become blind to that too! It also has to be a striking parrot... Oh boy.
The AIDA model should actually be transformed into AAAAAAAIIIIIIIDDDDDDA.
Parrot about 7 contact moments.
NOW
You have to break through the noise. Advertising has never been so cheap and so measurable. The emphasis is now on the creative variable. With seven touchpoints, maybe 1 or 2 ads were enough. That is a thing of the past. 10 or 20 ad sets are mandatory .
Bird of Paradise
From now on you can parrot me. Very nice, because it contributes to the expectation management and therefore the relationship between agency and client. Seven contact moments and you are only at 10%.
Column – Everyone is parroting each other. Just ask a sales coach, an 'online persuasion' coach, Cialdini followers and online marketing experts about the funnel . They all say that you need 7 to 8(!) contact moments for a sale.
Expectation management is an important role for a marketing agency owner. Because everything is measurable, we think we have control. Because we see examples of online marketers who focus on numbers and tricks, we think that the masses are playable and will fall for anything as long as the funnel, the hotjar and the Cialdini tricks are set up well enough.
And then 7 contact moments. One of the oldest vietnam telegram data marketing adages.
Old yes. And completely 'old-dated'.
So I went looking for where that number came from. What do you think? Almost impossible to find!
The Origin of the Rule of Seven
The origin is a study from the 1930s, conducted by film executives in America. Within a short period of time, someone had to see or hear an advertisement seven times before taking action. Sorry, but you've only called 6 times in the last 18 months and I've forgotten your name.
The 'master marketer'
That theory was later introduced as a 'rule' by Dr. Jeffrey Lant ... Who doesn't know him? I looked at one of his books that I could find. And there is no nonsense in it, but the level is not special. When Lant introduced the rule is unknown. But it must have been in the 50s.
