The Marketing Rule of 7

The Marketing Rule of 7 is a term developed by the movie industry in the 1930’s. Studio executives discovered that a person needed to see at least 7 times a promotion before being compelled to see the movie.

This concept is almost 90 years old, a time with no internet, smartphones, social media today that number is much higher anywhere from 20 to 100+. The important thing is not the number but the concept. Your prospect will need to hear and see your marketing message MANY, MANY times to build familiarity, trust and the need before deciding to buy. The more expensive your product/service the more views will be needed before getting a sale.

Why do we need a marketing rule of 7?

We live our lives standing mid-flow a torrent of information. If someone heard about your brand and thought “that’s a great product, but I just don’t need it right now”, would it be reasonable for us to expect them to remember the name of your company three months, six month, a year later? Probably not. Just because someone matches your target doesn’t mean they are ready to buy your product or service today. It may simply be that at this moment in time, is not their priority.

A common mistake with startups I see all the time is advertising one time or just in one channel. They will advertise for a month in hopes of generating revenue and then stop advertising when there’s no results. That’s a huge waste of money. Choose your channels carefully then be consistent; budget for 12 months. If you can’t afford it wait or go with a cheaper ad but the key to results is consistency.

You need to Maintain Visibility, remind prospects of your existence, and ensure that when they are ready to make a purchase your company is the first one they think about – not a competitor.

---

Ernesto Comodo
Marketing Director
Los Angeles South Chamber of Commerce (LASCC)
907K Marketing
Transforming small businesses into small giants through marketing strategy, branding and advertisement.

ernesto@907k.com